The 5 W’s of Mobile Marketing

Mobile marketing is one of the most effective ways for marketers to engage their customers today. With a reported 91% of US mobile users keeping their mobile device within reach 24 hours a day, 7 days a week (Source: Mobile Marketing Association), it has quickly become the number one communication tool. However, many brands are simply playing catch-up, unable to effectively capitalize on the opportunity that mobile provides, or missing out on it altogether.

There are several reasons that many mobile marketing efforts are falling short, or even falling flat. It’s a relatively new ecosystem, one that has significant fragmentation, and there is no clear roadmap for how to make mobile adoption easy or lucrative. However, make no mistake, mobile marketing done right provides significant advantages: Mobile campaigns can be launched in a fraction of the time of traditional methods, at a reduced cost, with higher response rates that are more immediate and easily measurable. To understand the key factors that are critical for a successful mobile strategy, let’s take a look at the 5 W’s of Mobile Marketing.

Who will the brand try to engage with via mobile? If they don’t have a specific plan for their audience, their efforts will quickly be viewed as the mobile equivalent of spam. By 2016, it’s predicted that 88% of all local online advertising will be delivered via mobile device. (Source: Borrell Associates) Amidst a flood of mobile offers, sending the same message to everyone isn’t likely to yield favorable results, and may even repel the very customers the brand is trying to connect with. Targeted mobile marketing is imperative to ensuring that the brand’s message is well received. A better mobile strategy allows for audience segmentation, or the ability to send specific communications to specific groups or individuals. By targeting engagement efforts, the brand can create a mobile connection that lasts.

What the brand delivers to its customers must be unique and relevant as well, or they run the risk of being deleted from the screen as quickly as they appeared on it. Personalized engagement shows that the brand values their customer, and that increased intimacy translates into increased loyalty. In fact, 90% of consumers find custom content useful and 78% believe that organizations providing custom content are interested in building good relationships with them. (Source: TMG Custom Media) Therefore, a mobile approach that boasts a diverse collection of interactive media and custom content is imperative. Delivering exclusive offers, providing easy access to personal accounts, and including self-service options that provide true convenience are also integral in holding the audience captive.

When the brand engages via mobile is critical, not just for the customer but also from an operations standpoint. Mobile promises fast delivery and even faster response times – only mobile lets marketers launch a campaign in hours, not days or weeks, ideal for boosting last-minute purchases or to move perishable inventory. The next level mobile strategies also include marketing automation. Automating the delivery of messages based on pre-determined criteria or event-triggers helps to streamline the engagement process, allowing the marketing team to increase output and efficiency. Marketing automation is just recently seeing greater adoption, but already drives a 14.5% increase in sales productivity and a 12.2% reduction in marketing overhead. (Source: Nucleus Research)

Where customers happen to be at any particular moment has never been so pertinent for marketers as it is today. With mobile enabling location awareness, marketers have the ability to broadcast a message that can influence purchase decisions on the spot. Customers are receptive to this technology, with 47% of mobile users stating they want a retailer to send a coupon to their smartphone when they are in-store or nearby. (Source: Loyalty360) By taking this technology one step further, through tracking and analysis of location and redemption data, the brand can optimize mobile communications, so much so that they can actually influence customer behavior.

So Why mobile marketing? Considering that customers can almost always be reached via their mobile device; that the average read rate for mobile alerts is 4 seconds from receipt; the average response rate is 30% higher in mobile than desktop; and the average response rate for mobile messaging is 12% vs. 2% for traditional marketing, perhaps we should ask why not mobile marketing?

When brands combine the Who, What, When and Where discussed above, what was once impossible becomes possible: sending the right offer to the right person at exactly the right time and place. As more and more of the world connects through mobile devices, the opportunity for any brand to succeed with mobile marketing is, quite fittingly, right in the palm of their hand.

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