Five Effective Ways to Learn Consumer Behavior & Create a Great Mobile Marketing Campaign

Posted By Sophorn Chhay on Apr 12, 2016 |

Source: https://pixabay.com

Mobile marketing campaigns span a wide array of platforms. SMS, email, social media, web-based content, and viral videos have changed the complete gamut of marketing. It's not surprising that marketers now are most interested in developing powerful strategies to create in-depth customer relationships. Consumer-centric marketing isn't new, but mobile devices have revamped the way buyers react to offers, communication, and in-store benefits. If you're developing a mobile marketing platform, don't neglect the "customer first" approach. The modern consumer is constantly connected with the world around him/her and your marketing strategies should be designed in accordance with that phenomenon. Check out the following tips to garner an enhanced consumer connection and to find out how to create a buyer-centric atmosphere:

Tip One: Use Multichannel Access

Promotion and communication both thrive in a multi-channel mobile environment. Air-spots, online articles, social media ads, and SMS strategies work well when tied together, and your brand's mobile strategy should imbue a variety of multichannel access points to drive a customer-centric mode of operations. Use newsfeeds, social media links, webpage navigation, and in-text bonus offers to maximize the benefits out of your mobile campaign. Not only a mobile campaign that captures every possible access point 'wins', it also positively influences future customer communication.

For example, you can launch a Facebook contest to promote a 'social media' only promotion that seeks from participants to send a text message to 99000 for a chance to win. Such types of engagements have the potential of going viral in a heartbeat.

Tip Two: Collect Feedback

Product/Service feedback, now, is one of the consumer's chief buying determinants. The internet carries a lot of noise, and mobile devices capable of "breaking through" this noise to 'filter in' the relevant information to consumers will succeed. In today's market:

Worldwide mobile phone internet user penetration rests at 52.7 percent.

Facebook currently holds 93 million unique mobile subscriptions.

34 percent of mobile devices are used for product research.

See a trend? Feedback-enabled platforms are becoming increasingly popular. Facebook's comment spreads, product review sites, and e-commerce platforms are excellent resources for brand interaction, and companies are implementing diverse communication tactics to gain return buyers.

Tip Three: Collect Data

Whereas sometimes customer communication needs hard & cold facts, most of the time, communicating to your customers via 'personalized messages' can go a long way in establishing long lasting relationships. In order to enable 'personalized communication' with your customers, undoubtedly the first step is to understand your customer needs.  You need to analyze customer data including customer buying behavior, product usage, and post purchase feedback. If you can gain insight to your customer's actions and habits, you'll succeed in communicating your message in a clear and concise manner. Information analytics can be effectively used to derive insights from data produced by end users during their customer journey. For example, when possible, examine your mobile site's shopping cart statistics. Knowing the customer's valuation of goods, navigation time, preferences, and checkout process is critical and using the collected customer data to deliver custom er-friendly experiences—even more so.

Tip Four: Use Automated Communication Technology

Yes, that means SMS marketing. Once you've accumulated and gained insight into your customer data, implement it into your communication strategies with SMS. 76 percent of mobile users state they're more likely to read a text message than an email message. Additionally, 64 percent think businesses should rely on SMS for regular communication. Mobile users aren't only open to SMS communication — they are preferring it. Modern marketing strategies need to harness SMS communication, and they need to do it quickly. Already, the top line industry providers are engaging consumers with geo-specific offers, brick-and-mortar amenities, and seasonal discounts.

Tip Five: Avoid Notification Overload

Today, a majority of smartphone owners have enabled push notifications on their mobile devices. Likely, they're getting banner pop-ups whenever a new email, SMS message, or social media update is delivered. As your marketing plan goes mobile, create a "push light" strategy. Make sure every notification is visible, but doesn't overload the consumer. Push notifications in excess are incredibly annoying and they can open unwanted pages, texts, and emails while mobile users are browsing their phone. Understand SMS lengths per received message. Additionally, make sure your mobile emails contain short and sweet headlines. If your consumer is browsing his/her device, he/she should see quick and concise push alerts with easily readable information. Don't overload your consumers with long messages since the banner pop-ups for long messages lasts several seconds which can easily put-off your customer. Bottom line, entertain and inform your customers, and balance out the entertainment and information aspects with enticing your customers with different promotions such as redeemable offers, but overkill the notifications and promotions aspect.

Source: Five Effective Ways to Learn Consumer Behavior & Create a Great Mobile Marketing Campaign