The increasing spread of mobile devices that we have witnessed in recent years, has radically changed consumer shopping habits and consequently the rules of marketing.
It is estimated, in fact, that 65% of people in the world own a smartphone. Not only that, 90% of users say they never part with it as an indispensable tool for their existence. It is inevitable, therefore, that marketing strategies have adapted to these changes, leading companies to focus their investments on mobile.
Channels such as SMS, email and social networks are those that most of all guarantee a high penetration rate, as customers and prospects can access them easily and quickly from their smartphone or tablet.
That’s why dedicating limited budgets to mobile marketing activities means missing an important opportunity for your business. In addition, these activities, as well as being particularly effective, are also much less expensive than “traditional” promotion methods. Thanks to the ability to segment the audience and address a well-defined audience, mobile marketing campaigns allow you to reach new leads regularly and retain existing customers.
What is Mobile Marketing
According to recent studies, we spend on average at least three and a half hours in front of the screen of our smartphone, therefore, this has proven to be the most suitable channel to create and cultivate a direct relationship with customers.
If we consider that the success of a brand today is largely determined by the satisfaction of the latter and, therefore, by the relationship of trust that can be established with them, it becomes essential to invest in mobile marketing activities.
The channels that can help you embark on lasting relationships with customers are undoubtedly emails and SMS. Unlike social networks that allow you to convey mostly generic content, email marketing and SMS marketing services allow you to focus on certain target users by sending them targeted or even personalized messages.
The advantage for the user is to be able to access their content of interest with extreme ease while the advantage for the brand is to control its sharing and always be close to its audience.
Mobile Marketing for a personalized Customer Journey
All mobile marketing activities focus mainly on the customer journey (the path that leads the customer to purchase) and consequently also on the customer experience that today more than ever plays a fundamental and determined role
As we said, in fact, it is on the customer that the success or otherwise of your company depends and knowing how to respond to his needs, supporting him in every phase of his “journey” that will lead him to the purchase, must be the main objective of the mobile marketing strategy. In particular, SMS and email allow you to get in direct contact with the public by establishing a relationship of trust with each interlocutor who, consequently, will feel special.
The advantages offered by sending SMS and email are many, including the ability to send personalized messages (based on the real interests and past purchases of customers) that guarantee a particularly high conversion rate.
Mobile marketing therefore allows us to stay connected with our target at any time and to be able to package targeted and effective communications, but also fast. If we consider that users regularly use their smartphone for several hours a day, it is clear that an advertising message sent on a mobile device will be opened and read within seconds of sending.
Mobile Marketing: the role of Content Marketing
While mobile marketing allows companies to engage their customers by sending targeted information and promotional messages, it allows those who are looking for something to have immediate access to a lot of information, no matter where they are.
This is why, just as it is important to identify the right time to send our communications, it is equally crucial to carefully choose the content to be conveyed. In this case we talk about content marketing, a tool that, among other things, is particularly effective for improving brand reputation and brand awareness. Creating valuable content is also important for:
- increase engagement, i.e. user engagement
- Lead generation
strengthen customer loyalty and incentivize them to maintain long-term relationships
Mobile Marketing and Customer Engagement
The biggest challenge for those involved in marketing and in particular mobile marketing is certainly represented by the ability to attract the attention of users, daily bombarded with information of all kinds.
To generate interaction, as we said before, it is important to create engaging content, but you can also use other tools such as surveys that, in addition to offering us the opportunity to get to know our customers better, allow us to plan targeted communications.
Even the calls to action prove to be particularly effective in order to involve customers more, especially if they refer to a landing page with a personalized discount or to the company website where you can find more information on a specific service or product.