Every day in the US, there are more than 30 billion “consumer moments” taking place. Consumer moments are defined as opportunities for brands to make a connection with a consumer. Whenever a consumer clicks over to a brand’s website or encounters a social media post by a brand, that’s a consumer “moment.” In order to capitalize on these billions of moments, brands need to be driving engagement on mobile devices so that consumers are acting on these moments and turning into actual customers and followers of these brands. The following five mobile marketing tips can help brands drive more consumer engagement.
Brands today are never interacting with consumers through a single channel. There’s email, text, push notifications, social media, and content marketing, just to name a few. While the angle may vary for each of these different marketing channels, the overarching message needs to be the same. If a single advertisement goes off message, consumers will have a hard time seeing it as belonging to the brand behind the ad. Consumers need to see a unified approach across all of your mobile marketing channels.
The way that a brand introduces itself to a consumer is of huge importance and it sets the tone for all future interactions between that brand and that consumer. A strong first impression is going to set a higher retention rate throughout the advertisement cycle. First interactions must demonstrate brand value and give consumers the ability to opt-in easily in order to receive more communications in the future.
There’s a certain rhythm and a give-and-take to consumer-brand interactions and consistency is a big part of establishing that rhythm. The brand can take charge in setting the pace by establishing how often and through which channels these interactions take place. It may be in the form of a weekly emailed newsletter or a weekly text message or a bimonthly push notification or some combination or these. The specific channels and time frames is up to each brand to decide on but when the consumer becomes accustomed to and comfortable with this rhythm that brand starts to become a part of their day-to-day life.
For each mobile channel, whether it’s SMS or email, you might want to consider segmenting your audience into smaller groups based on interest, age, gender, or other qualities. This enables your brand to offer more personalized and relevant advertising. If your entire audience is getting the exact same experience, it may better for some than it is for others. But with a segmented audience, each interaction can be a tailored experience for each individual consumer.
You won’t perfect your marketing approach in a single night and even if you could, consumer’s attitudes and behaviors are subject to change. What worked last month may not work as well the following month or in six months’ time. The only solution, then, is to develop the habit of continuously testing and experimenting with new strategies. Invest in tools that allow you to pay attention to the right metrics so you can see what is working and what needs improvement. Your work as a mobile marketer is never finished and your strategy can always be better.
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