Choose speciality channel:   Choose sector channel:     Search the site

How to Guide

 

The art of being mobile: how to engage customers on the go

The art of being mobile: how to engage customers on the go

By Anthony Wilkey, Strategic Client Director, SmartFocus

The way consumers access and interact with content on mobile devices has evolved considerably over the last five years. With the advent of smartphones, browsing, purchasing, staying on top of email – be it personal or for work – and keeping up to date with social media and the latest news ‘on the go' has never been easier.

Indeed, recent figures suggest that by 2019, global smartphone penetration will have exploded to 60%, from the 25 to 30% it is today. The prevalence of smartphone and tablet use by today’s consumer makes mobile a key channel for marketers to employ, engage and interact with their audience.

With this in mind, the following three elements are essential to make the most of a mobile marketing campaign:

Get yourself into a mobile state of mind

Just as data is critical for fuelling relevant and engaging campaigns, it is equally critical for marketers to understand the driving factors behind their customers’ mobile mind-set when developing mobile marketing strategies and campaigns. Knowing how subscribers engage with their devices will help to create a positive user experience for those on the go, on their couch, or at their desk.

Marketers should ask the following questions to help get into their customers’ mobile state of mind: what proportion of customers are making purchases from their mobile devices; which customers read emails on their mobile devices; and when do they do this?

Bring the mobile experience to life

To connect with customers, brands should look to create an all-encompassing, consistent and emotional experience from the outset. Therefore, as strategies are established, it is important to make sure campaigns are optimised for viewing on a mobile phone or tablet. If email, web pages or forms are hard to view or slow to load, it will be difficult and often impossible to keep visitors engaged – especially if the information isn’t relevant or of value to them. When promoting a purchase or sharing information by email, it is important to consider the experience that is being provided.

Unlocking this behaviour can be achieved by testing campaigns in their mobile state. Findings can identify how many subscribers are opening the email campaign, what device they are using, how long they are viewing the email for and whether or not they are clicking through to links. For example, if it is found that most mobile users will access their device during their commute at 8am – why not use this information and inject it into future campaigns and make sure to send a compelling and relevant email when they are most likely to see it, read it and respond to it?

Getting this right could be the difference between an unread email in the inbox, a message sent to the trash, or a browser converted into a buyer.

Use mobile to build on a traditional marketing approach

With the help of modern marketing technology, brands have the opportunity to truly engage customers with one-to-one personalised, real-time messages. But rather than replace traditional strategies entirely with new online and mobile channels, marketers should consider building on their marketing foundations and extending these offers across the channels with they engage. It is important to recognise that mobile experiences are one part of a multi-channel marketing approach that is continually evolving. As part of an integrated strategy, it has the ability to complement a brand and become a cornerstone of marketing efforts.

Marketers have only begun to scratch the surface of how mobile marketing can be used, but when it reaches its full potential, it will influence and guide customers, producing another dynamic channel that provides relevancy, immediacy and enables successful engagement with today’s ‘connected consumer’.

drug coupons transfer prescription coupon pet prescription discount card
cheat how many guys cheat why husband cheat on their wife
viagra discounts coupons read viagra coupons printable
bystolic generic generic for bystolic
when is the latest you can have an abortion link how much is an abortion pill
the day after pill click abortion clinics in dallas tx
discount grocery coupons how many weeks can you get an abortion abortion clinics in richmond va
prescription drug coupons pallanuoto.dinamicatorino.it prescription drugs coupon
prescription drug coupons cialis coupons from lilly discount card for prescription drugs
doxycycline intrapleural injection doxycycline intrapleural injection doxycycline intrapleural injection
metformin and ketogenic metformin and ketogenic metformin and ketogenic
progesterone hormone pills progesterone hormone pills progesterone hormone pills
progesterone levels 26 7 wks progesterone levels 26 7 wks progesterone levels 26 7 wks
is there a generic for bystolic bystolic coupon
does an abortion hurt read why should abortion be illegal
sumatriptan 100 mg sumatriptan 100 mg sumatriptan 100 mg
coupon cialis prescription drug discount cards free prescription drug cards
buscopan contre indication click buscopan grossesse
levodopa carbidopa entacapone bioequivalence levodopa carbidopa entacapone carbidopa levodopa entacapone combination
manufacturer coupons for prescription drugs cialis coupon codes coupons cialis
lilly coupons for cialis iscsi.com free prescription cards
prescriptions coupons cialis savings and coupons online cialis coupons
depakin bustine read depakin 300

Check out 12ahead, our brand new platform covering the latest in cutting-edge digital marketing and creative technology from around the globe.

12ahead identifies emerging trends and helps you to understand how they can apply to modern-day companies.

We believe 12ahead can put you and your business 12 months ahead of the competition. Sign up for a free trial today.