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Modern Mobile Marketing Techniques that Drive Customer Traction
The advent of smartphones, internet, and e-commerce platforms has transformed the shopping landscape around the world, pushing retailers to reinvent their marketing strategy. Understanding the behavior of consumers at each level of their decision-making process—from need recognition and evaluation of alternatives to post-purchase evaluation—is imperative for retailers to stay relevant in the market.
The increasing use of smartphones and other mobile devices have created a need for retailers to adopt the latest marketing technology to capture the potential customers. Though numerous marketing techniques are found to be effective, the following ones optimize marketing campaigns.
Suggested Read: Harnessing the Power of Mobile through Marketing Automation
By Marissa Tarleton, CMO, RetailMeNot
With the introduction of GPS in smartphones, tracking a customer’s location has become a cakewalk. Leveraging the capability of these tools, retailers can make location-based suggestions to potential customers by monitoring their location through website traffic.
A customized digital coupon can drive significant sales and profit for a retailer if provided to the customer at the right time. Kroger, being a great example for harnessing mobile marketing, generates billions of dollars worth of revenue, inciting sales by sending custom coupons. However, the key to successful mobile marketing is to know beforehand the needs and wants of the individual, whether a free product, dollar coupon or an exclusive pass to an event.
SMS marketing, compared to other channels of communication, is more agile and effective in delivery. Communicating offers and discounts via SMS channel will not only help the retailer trigger sales but provide it with data insights on preferences and lifestyle of the customer.
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By Mark Orttung, CEO, Nexient