Why Mobile Marketing Represents a New Era of Digital Marketing

There are several different ways to execute a mobile marketing strategy. These include app-based and in-game mobile marketing, QR codes, mobile search ads and image ads, SMS- (or text) based mobile marketing, and location-based marketing.

The latter strategy is especially effective for many businesses today. For example, a retailer or restaurant can send coupons or other offers to people as they are walking or driving near their location. Or here in the banking industry, we can send customized offers on mobile devices to consumers or business leaders who happen to be near one of our branch locations.

Looking ahead, voice and visual search (think Alexa and Google Home) are two of the biggest technology advancements that I believe will affect mobile marketing going forward. Augmented reality (or AR) is another one. In the banking industry, for example, some bank branches have opened that aren’t staffed with any human beings. Instead, customers use their mobile devices to interact digitally with virtual bankers.

Mobile Marketing Isn’t Just for Millennials

There’s a misconception among some marketers that younger demographics (like millennials) are the main ones they should be targeting with their mobile marketing initiatives. But in the banking industry, mobile usage is spread across all customer demographics. Banking customers of all demographic categories appreciate the convenience of being able to access core banking services on their mobile devices.

For example, most mobile responsive banking websites allow customers to check personal account details, shop for new products and services, apply for a business loan or line of credit or even get directly in touch with a banker using a mobile device. Not only does this make banking more convenient for our customers and prospects, but it also enables us to fully track and report our digital business results and ROI.

By taking a data-driven approach, we’ve been able to provide a highly tailored mobile banking and mobile marketing user experience for our customers and prospects alike. For example, we can track how customers are interacting with our advertising and using our mobile website in order to send them personalized offers and promotions that they’re more likely to engage with.

We take a bundled services approach to our mobile marketing initiatives, creating personas and customer journey maps that help ensure a top-notch customer experience. Higher mobile engagement by our customers also drives more website traffic, social media interaction and in-branch activity.

Looking Ahead: Mobile Marketing in a PostCOVID-19 World

Like many businesses, our bank has experienced a huge uptick in mobile engagement during the COVID-19 pandemic. This reinforces my belief that mobile marketing and engagement are among the most important keys to insulating businesses from economic downturns and other major disruptions in the future and ensuring business continuity.

With our robust mobile and online presence, we’re always open. Customers are going to demand this kind of 24/7/365 access to companies they do business with in the post-COVID-19 world — in fact, many already do.

Focus on the Customer Experience

Finally, remember that as important as fancy “bells and whistles” are, mobile marketing is really all about the customer experience. We are thoughtful in our approach and take special care to consider every click and scroll users must make to interact with us online or on a mobile device. As you design your mobile marketing initiatives, do so through the eyes of your customers. This is the best way to make sure you achieve the business results you’re looking for — whether this is boosting new customer acquisition, reducing customer churn, increasing customer engagement or some other objective.

Kyle Keith is the SVP, Director of Digital Business& Marketing Technology, for Cadence Bank.