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10 Mobile Marketing Tips to Optimize ROI

Filed in Mobile Engagement, Mobile Marketing by on November 18, 2014 0 Comments

Mobile_Marketing_Tips-ThumbnailThe rapid growth of mobile has given consumers unprecedented access to anywhere, anytime information on everything about their favorite brands. This includes everything from new product releases, to sales and price promotions, to social media conversations, to customer reviews, to special events, to contests and giveaways, just to name some. This shift in the consumer mindset is driving greater-than-ever competition for brand awareness and presence.

As a result, mobile is moving from a secondary objective to a top priority for marketers. The mobile device is offering marketers a greater-than-ever opportunity to deliver hyperpersonalized messages that can help optimize ROI for marketing campaigns, and mobile marketing has truly become more than an optimized website or branded app.

Through my experience in mobile and work with a number of international brands over the past 10 years, I’ve gained valuable insight on what I think makes a mobile marketing campaign a success. Below are 10 mobile marketing tips to help you plan and execute a strategy that will enhance customer loyalty and sales. After you read them, I invite you to share your thoughts on them in the comments section at the bottom of this post.

  1. Define your goals. Defining your overall campaign goals allows you to tailor your approach to reach the right customer, at the right time.
  2. Keep it short and sweet. Keep your mobile messages short and simple to hold the attention of an audience that thinks in 140 characters and abbreviates full sentences in Internet slang.
  3. Think outside the app. Mobile offers multiple communication channels. Leverage a combination of those channels, including SMS/MMS, social media, voice communication and email to deliver those short and simple messages seamlessly, anytime, anywhere, on any device.
  4. A picture’s worth a thousand words. In the era of the “selfie,” make sure you use images, such as picture messages or MMS, to help tell your story.
  5. Play the game. Add elements of gamification to your mobile messages to encourage increased engagement by entering the consumers’ recreational world.
  6. Listen. Think outside of the call center and use mobile channels like text messaging to engage your customers in two-way conversations that increase interactivity.
  7. Location, location, location. Geolocation offers a valuable opportunity to use mobile context to create an engaging mobile strategy that enables companies to send targeted communications based on the location of a user’s opted-in mobile phone.
  8. Layer your data. By combining layers of mobile context data points, including browsing behavior, purchasing preference, and opt-in consent, you can develop highly relevant messages based on the customer’s needs and wants by personalizing content specifically to them as a “market of one.”
  9. Keep it light. Light apps like Apple’s Passbook offer easier-than-ever ways to reach your customers with timely and relevant information that can drive engagement. For example, Passbook can be used to support a loyalty program by dynamically updating a customer’s loyalty points.
  10. Track and measure. One of the biggest advantages of mobile marketing is that changes and adjustments can be made quickly, so make sure you track how customers are interacting with your offer and make changes accordingly.

Any tips you would add to this list? Any you wouldn’t include? Please share your thoughts in the comments section.

 

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About the Author ()

Lee Lambert is a former Executive Director of Sales for Syniverse’s Enterprise Solutions group.

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