With total browse time now higher on mobile devices than on desktops, your mobile marketing strategy is more important than ever.
There’s one big problem though; conversion rates are much lower on mobile devices than ‘traditional’ form factors such as desktops.
The good news? It’s less of a platform problem and more of a marketing problem. And you can fix a marketing problem with the right ideas and the right tools.
Mobile marketing strategies have evolved beyond just having a mobile responsive website. Brands today are looking to engage consumers in real time using mobile-specific content that is contextual and personalised.
• 68% of companies have integrated mobile marketing into their overall marketing strategy. (Salesforce)
• 71% of marketers believe mobile marketing is core to their business. (Salesforce)
• 58% of companies surveyed have a dedicated mobile marketing team. (Salesforce)
Mobile Wallet Content Marketing
Mobile wallet apps have created marketing opportunities that are starting to show maturity.
These tools now allow marketers to tailor content that rewards loyal customers with bespoke coupons, promotions, gift cards and much more. Other uses include event ticketing, boarding passes or membership cards.
The primary focus we’re seeing today involves engagement. Brands are looking to engage consumers and existing customers with content prompted by geolocation apps.
• 48% of consumers start mobile research with a search engine. (Smart Insights)
• 33% of consumers start mobile research with a branded website. (Smart Insights)
• 26% of consumers start mobile research with a branded app. (Smart Insights)
Getting Inside a Customer’s Phone
When used strategically, mobile content tools are deployed in a coordinated email marketing campaign.
Digital coupons sent in an email can be created and customised with company branding and then sit inside a customer’s smartphone wallet.
• Mobile email opens have grown by 180% in the last three years. (Email Monday)
• 79% of people surveyed use their smartphone for reading email — a higher percentage than those who used it for making calls. (Email Monday)
• 91% of mobile users say that access to content is very important. (Wolfgang Jaegel)
Of course, other channels can also be used. Mobile passes can get to your customers via SMS, social channels, banners, QR codes and more. The means of distribution is pretty flexible once the strategic purpose is clarified.
This is a gamechanger for marketers wanting to reach consumers who don’t already have your app installed. It means a marketing campaign can live inside the customers’ mobile device to be activated when needed.
The conversation can also keep moving. Mobile marketing tools like passes can be updated with new content in real time.
Push notifications are welcome when they are relevant. The convenience offered for informing customers about something new is generally appreciated. And if not, they can turn off notifications, but in most cases these notifications are viewed as useful – if they are useful!
This is where location-based notifications come into play.
Bricks and mortar retailers are increasingly taking advantage of mobile wallet apps to send geo-based notifications – messages, offers, reminders, updates – directly to a customer’s phones to amplify a campaign when it is most relevant.
This is really what separates a mobile marketing campaign from a regular campaign. It’s customised and targeted in a highly personal way because it sits in your pocket, and is activated depending on where you are.
About Traction Digital
Traction Digital are experts in acquisition and engagement, streamlining the execution of cross-channel marketing campaigns, including lifecycle email, abandoned cart, promotions and ROI tracking.