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The five keys of mobile marketing

Mobile marketing

Could you imagine your marketing campaigns being sent out via text rather than traditional e-mail? Keep this in mind, because the mobile revolution is on its way. In October 2016, mobile generated traffic exceeded that of the web. Are the consumers radically changing their habits?

Still in 2016, there were 8.7 billion connected devices across the globe. On average, one takes a look at their mobile phone 150 times a day. It has also been noted that mobile sales have increased by 40%. This gives food for thought.

Mobile marketing offers a real opportunity for companies to reinvent their strategies, as well as adequately address an increasingly more mobile, volatile and demanding customer base. The secret to achieving this is to control data. Not only does the data have to be collected and analysed, but one also has to ensure it is reliable.

Here are five steps to achieve a good mobile marketing strategy:

1 – The right channel:

Today, consumers spend a lot of time on their smartphones. Still, other devices such as tablets and computers are also in use. Communicating on the right channel, depending on the targeted profile, can be challenging.

2- From text messages to push:

Text messages work perfectly! 90% of the text messages are read within 90 seconds after they are received. This system is of great interest if one wants to rapidly spread information such as the arrival of a parcel or a delayed flight.

The information shared via push comes in addition to this. Push information is sent and expected, if not demanded by the receiver. The information is read 50% more often than that sent via e-mail. 70% of the consumers deem push information is relevant if geolocalised.  

3 - Be data driven:

Collecting and managing data well is essential to good mobile marketing campaigns. The mobile channel’s asset is geolocalisation, which means the communication can be directed according to the user’s localisation.

Let us take Starbucks as an example. It could send a text message when you walk by one of their branches and offer you a discount valid within the hour?

4 – Optimisation and personalisation:

Your Internet website is not always adapted to all screens and does not necessarily have its own app. This does not mean you should close the doors. First, you have to know your clients’ profile and understand how they behave. Your website will then have to be suited to the new tendencies. Furthermore, you should opt for more personalisation by offering different versions of the app depending on your clients’ preferences.

5 – Orchestration:

A multi-channel communication has to be considered. One could, for example, imagine a marketing campaign sent via text messages with a follow-up e-mail for the clients who read the text message. If the clients, their reaction and their habits are taken into account, one can create an even more personalised and cross-channel discourse.

What does this mean in a nutshell?

One needs to think about the client and not about the campaign. The result will be more personalised and thus all the more efficient. The customer used to look for the product, now the product finds its customers.