Does Mobile Help Marketers Gain Customer Loyalty? - eMarketer

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Does Mobile Help Marketers Gain Customer Loyalty?

Loyalty efforts are the most popular mobile campaigns—and the most effective

January 27, 2015

Despite ongoing chatter about the channel for several years now, mobile marketing usage increased sharply last year. In a November 2014 Salesforce Marketing Cloud study, 46% of marketers worldwide reported using some form of mobile marketing, compared with 23% studied in the prior year. Nearly two-thirds of mobile marketers said mobile produced, or would eventually produce, return on investment, and 70% said the channel was a critical enabler of products and services—up 13 percentage points year over year.

Effectiveness of Select Mobile Campaign Types According to Marketers Worldwide, Nov 2014 (% of respondents)

Customer loyalty pays off—just ask and take a look at the loyalty of holiday gift givers—and marketers were bringing these efforts to mobile. Loyalty efforts were the most popular type of mobile campaigns, used by 37% of respondents. Mobile marketers also took advantage of prime shopping seasons, with 36% using the channel for holiday or event campaigns. The same percentage also sent SMSs that promoted email subscriptions.

Loyalty campaigns paid off, too, ranking No. 1 in mobile marketing effectiveness. With this in mind, Salesforce pointed out that marketers who haven’t launched loyalty programs yet should consider optimizing them for mobile. Consumers love their deals, and mobile-exclusive offers landed in second for effectiveness, along with win-back and conversation via keyword campaigns.

Frequency with Which US Mobile Phone Users Use Mobile Reward Program Apps to Collect/Redeem Points, Sep 2014 (% of respondents)

Loyalty-focused apps have emerged as part of the mobile marketing landscape—with examples including Starbucks and 7-Eleven. Oftentimes, these apps track customers’ activity and send them rewards and offers in return. But are consumers tapping into the trend? 451 Research found that 37% of US mobile phone users had used mobile reward program apps to collect or redeem points, and 21% were interested in trying one. While one can’t ignore the fact that 43% of respondents weren’t interested in redeeming points via mobile reward program apps, it’s important to remember that quality often trumps quantity in the case of loyalty—maintaining devoted, big customers should be a key mobile focus.

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