As the mobile revolution continues, brands are challenged to find the right way to introduce mobile into their marketing mix. Marketers must embrace mobile adoption quickly, but many find this new and rapidly changing landscape difficult to navigate, much less put into use effectively. To craft an effective mobile strategy, it is essential to know what mobile engagement means and why it is important.
Mobile Engagement can be defined as two-way communication between a brand and their consumers, delivered to consumers’ mobile devices, with the goal of creating a closer relationship with that audience. In the past, brands have treated consumers as passive recipients of marketing messages. Mobile technology allows brand to move away from “bullhorn” marketing tactics to creating personalized two-way dialogues.
Today, brands can deliver a more informed and tailored marketing message directly to mobile devices, which are quickly becoming the most essential piece of technology in the average American’s life. 84% of mobile phone owners report that they could not go a single day without their device (Source: Time Magazine Mobility Poll), with 29% of Americans saying that their phone is the first and last thing they look at every day (Source: Qualcomm). In only 3 years, time spent on mobile apps has exceeded web browsing and is on a path to soon overtake television consumption (Sources: comScore, Alexa, US Bureau of Labor Statistics, Flurry Analytics), making mobile the fastest growing channel for consumer engagement. At the same time, brands can better understand consumer preferences by simply collecting response-data to their marketing messages. Only mobile provides this instant two-way communication that helps drive increasingly personalized engagement.
Now that we’ve defined mobile engagement, we can explore how to increase engagement with these suggested strategies and best practices for mobile:
Consistent SMS and push notifications will lead consumers to anticipate your message, thus keeping your brand top of mind. For instance, a restaurant that sends a coupon offer every Friday evening for a free appetizer is establishing a routine, causing consumers to count on receiving that promotion every week. Try testing several different offers and tracking the most successful one before deciding on your consistent offer.
Context is key. Be smart about what, when, and to whom you deliver messages to ensure that your communications are relevant. It isn’t enough to simply plug the content from your email marketing campaign into mobile pushes. Enrich content specifically for mobile, making it easy to consume from any mobile device as well as taking advantage of capabilities such as location awareness and external system integrations. Then use analytics to monitor effectiveness and fine-tune your mobile campaigns.
Give Them More
Providing a variety of tools that offer greater convenience or entertainment value will keep your mobile audience engaged. Easy purchasing capability that is optimized for mobile, such as room booking for hotels, is a must have, as 40% of mobile users have turned to a competitor’s site after a bad mobile experience (Source: Compuware). Mobile gaming can grow a casino’s mobile audience, drawing from the 13.24 million monthly active users who play casino related games (Source: Socialnomics Social Gaming Infographic). Social capabilities, such as the sharing of offers or messages with friends and followers, can drive viral awareness of your brand, as 10% of website visits and 31% of referral traffic is generated by sharing (Source: ShareThis /Starcom Mediavest Group).
By understanding the meaning and importance of mobile engagement, brand marketers take the first step to creating a strategy that will successfully extend their reach, loyalty and revenues.