There’s no denying that the coronavirus pandemic has changed consumer behaviors and significantly influenced daily time spent on mobile devices. In an increase from pre-pandemic estimates, adults in the US will spend 23 additional minutes per day on their smartphones in 2020, according to eMarketer.
Given that the pandemic is expected to have a lasting impact on mobile usage and has accelerated many long-term trends toward mobile, it’s increasingly important for marketers to fine-tune their mobile marketing strategies. As this year’s Gartner Magic Quadrant Leader for Mobile Marketing Platforms, we believe there are three key elements of a successful mobile marketing program:
No. 1: Your mobile channels must work together as a unified marketing strategy
Using SMS/MMS, mobile wallet, and push notifications via your app ensures you can cover your mobile audience’s needs and effectively engage them at different stages of their journey. Whether it’s driving a first-time purchase using an SMS/MMS message or delivering a dynamic mobile wallet loyalty card to your best customers, it’s essential to understand what businesses and consumers need each mobile channel is solving for.
Ask yourself: what role does a mobile channel play in delivering a great consumer experience and driving brand engagement throughout each stage of the consumer digital lifecycle—from awareness to retention? You should also consider how each mobile channel can work together to optimize not only your mobile program, but also your overall marketing strategy.
As a result, you should never lose sight of your overall marketing business objectives—a brand awareness play is different from a reactivation play, and while mobile can solve for pretty much any business need, the implementation of mobile channels will vary.
No. 2: Make mobile personal
For a successful mobile strategy that achieves your business objectives, it is critical to ensure you’re targeting the right audience with the right content at the right time.
Mobile is the most personal of all marketing channels. Properly segmenting your mobile audience based on attributes, location, and behaviors is critical to engaging them in a relevant and timely manner.
By seeking to understand your audience and personalize engagement, you’ll drive significantly higher conversion than with a batch and blast approach that sends the same message to your entire audience at the same time.
No. 3: Set measurable, realistic goals
If you’re newer to mobile, it’s important to set attainable goals so that you are able to illustrate the impact mobile has on your business and demonstrate its future potential.
Showing impact and potential can help you gain internal buy-in more quickly, helping to secure the resources necessary to scale your program. More often than not, marketers who know what they need to do first and how to go about achieving their goals will get priority.
To learn more, get your complimentary copy of the Gartner report here.
—Liam Moroney, vice president, revenue marketing, Vibes