Relevance of Messages is the Key to Successful Mobile Marketing
Mobile marketing is the talk of the town, giving all other forms of marketing a run for their money. Organizations across the globe are constantly exploring ways to reap the maximum benefits of mobile marketing. For instance, effective mobile messaging that includes push notifications, as well as in-app messages, can lead businesses to build healthy relationships with their customers. However, there is a thin line between messages that users find relevant and engaging, and the ones that annoy them. Organizations must pay keen attention to this vague, yet significant difference and devise strategies to strike a balance.
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By Marissa Tarleton, CMO, Retailmenot
The key is to keep the messages and notifications contextual. Mobile offers vast data for brands to make optimum use of to reach the right people and at the right time, along with being relevant in the right context. For instance, location-based mobile marketing involves in-the-moment messaging by tracking a user’s location. If a singer, who the user most listens to, has an upcoming concert in the city, the app can notify the user and invite them to purchase a ticket for the concert through the app itself. This will not only enhance the customer experience but also but help brands build relationships with their customers.
Another crucial factor for mobile marketing is to select an appropriate medium to connect with the customers. While SMS provides brands with an opportunity for swift engagement, it can also prove expensive for both the brand and the customer with regard to their mobile phone bill. Instead, push notifications are a much more effective mobile marketing strategy. Owing to the fact that users read them instantly, push notifications are truly targeted and contextual in nature in addition to consuming very little data. In-app notifications that are sent to users while they are using the app can also create a positive impact. Furthermore, the increasing popularity of digital wallets makes mobile wallet passes an attractive replacement for vouchers, tickets and loyalty cards. These passes can be a wide channel for brands’ marketing teams as well as customer retention and loyalty teams.
In addition to these channels, marketers will continuously revamp their strategies and come up with new and unique channels to reach customers. However, regardless of the medium of mobile marketing, an emphasis on the value and relevance of the messages to the remains the crucial factor in winning more customers.
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By Marissa Tarleton, CMO, RetailMeNot