Relationship – FirstMarketing for aMobile World
Consumers worldwide have nearly 5 billion active mobile subscriptions and the number is growing.To put that in perspective, thats almost a billion and a half more active mobile subscriptions thantoothbrushes sold. The world has gone mobile. And its not coming back.
With more than five times more mobile devices than PCs on the planet today, as a marketer,chances are your messages are being consumed in the mobile channel. If youre not aligningyour strategies with this new reality, you may find your business headed the way of the land line.
The Opportunity for Modern Marketers
The great news for digital marketers is that mobile is emerging as an amazing means of communication withthe consumer. Not only is mobile ubiquitous, its also a highly personal, real-time channel. More than 90 percentof US adults have a mobile device within reach 24/7, and SMS messages that are delivered to these devices aretypically read within three minutes of being delivered.
The Relationship-First Imperative
Mobile is a huge opportunitytoday, but as a marketer, we alsohave a responsibility to be relevantand timely with our messaging.We need the right solutions todeliver such highly personalized andhighly automated communicationsto our customers. Puritans Pride
With more mature channels like e-mail, great marketers have moved away from batch and blast strategies(sending the same, generic message to everyone in your database) and towards a relationship-first strategy.This approach entails earning permission and then sending targeted messages that are highly tailored to everyindividual based on what you know about their demographics and behavior, as well as where they are in theircustomer life cycle.
In a mobile world, a relationship-first approach movesfrom being a good strategy to being the imperative.According to the Pew Research Center, customers saytext spam is more invasive to them than junk mail oreven spam e-mails. And sometimes, the recipients evenhave to pay for the texts that they never wanted in thefirst place. While the mobile channel introduces amazingnew opportunities for marketers, the stakes for a soundstrategy have never been higher.
Going Beyond SMS
Mobile marketing doesnt end with a well-timed text message. In fact, smart marketers are using mobile to
enhance the performance of all of their digital marketing strategies. And theyre also accounting for all of the
ways that other channels are fundamentally changing as a result of the mobile explosion.
With a cross-channel marketing platform, Modern Marketers can apply relationship-first principles to marketingprograms that span e-mail, social, display, web, and of course mobile channels. So not only do you get mobileas a great new standalone weapon in your marketing arsenal, but its a fantastic tool to help enhance the
effectiveness across the board.
For example, for customers who you find arent clicking on your e-mails as much as they used to, you can usean SMS message to bring them back into the fold. Or if youre promoting your big fall sale via e-mail and displayadvertising, be sure to orchestrate an SMS reminder the day before it begins to push attendance over the edge.
Roughly 40 percent of e-mails in the US are opened on amobile device, and this trend is only going in onedirection. Unfortunately, the consumers e-mail experience onmobile is often plagued by outdated designsand frustrating layouts.
In the mobile world, youve got to be sure to designcommunications that look just as amazing on thesmartphone as they do on a tablet or a desktop.
With a seemingly infinite number of apps, sites, andnetworksnot to mention devices and screenresolutionsadvertising to todays mobile consumeris a complex, yet essential part of any marketing mix.Ask about our mobile advertising network and partners,including current inventory and customer targetingcapabilities via Facebook.
You can download report -The World Has Gone Mobile