You’re proud of your UX and even hired a consulting firm to bring your site and offerings into the 21st century—except you were focused on the desktop experience with only a passing acknowledgment to mobile. It was an acceptable strategy for the bulk of the digital era, but the numbers are increasingly in favor of a mobile marketing revolution.
Global mobile traffic grew 74 percent in 2015, and is expected to increase almost eightfold by 2020, according to Cisco. Back in 2000, wireless carriers averaged 10 gigabytes per month. That’s not per customer—that’s how much the entire network carried among all users. Today, that’s only a few hours of binge watching your favorite show on Netflix in HD. Mobile data reached 3.7 exabytes, or 3.7 billion gigabytes, by the end of 2015—just over one year ago. Smartphones are getting cheaper by the year, and affordable data plans mean more people will be connected to their phones.
Cisco expects there will be 11.6 billion mobile-connected devices by 2020—and your brand isn’t ready for them. Instead of waiting to get left behind, let’s take a look at three ways to begin a mobile marketing transformation for your brand.
Since the dawn of time, marketers have been dreaming about being as close to their consumers as they are today. Think about it: your phone is never more than a few inches away from your hand at any given time of the day—whether it’s in your pocket during meetings, on your desk, or by your bed as it charges overnight. The same goes for your target audience: they’re more connected—and therefore, more accessible—than ever before.
For your brand, that means thinking creatively about the many ways in which mobile can speak to and support your other campaigns—while also standing on its own. Recognize the power of mobile and use it to your advantage: if you’re a retailer, for example, a push notification about a sale can lead to more transactions.
Remember that the operative word here is support. Mobile is powerful, but it doesn’t have to be your only priority in 2017. Your users are still communicating in a lot of different ways—your goal is to figure out how mobile can support them. Use your campaigns to have users sign up for email notifications, for instance, or use mobile to lead consumers to your other channels.
The 2016 Webby Award winners in mobile advertising and mobile campaigns highlight the variety and power of mobile marketing. Pedigree Found launched a real-time search for missing dogs. Users just needed to upload a photo and basic information of their lost pooch and the app would send alerts to users in the area where the dog was last seen using Google Ads.
Movie Emoji created engagement with users by having them guess popular blockbusters through emoticons as part of the launch of a mobile TV service from Singtel, Singapore’s largest telecommunication company. Watching movies or TV on mobile is not a common practice in Asia, according to the campaign’s brief. As such, it was important to raise awareness for SingTel’s consumers. A quick text message using emojis was a fun way to increase engagement and the users benefited by earning a free movie rental if they guessed correctly. The campaign was a success with 43 percent viewership.
With the rise of mobile comes tweaks to the user experience in order to prevent stagnation, or worse, the image of a company that’s behind the curve. That means harnessing the power of video as part of any mobile marketing campaign. Instead of requiring consumers to click through an app, incorporate swiping that will feel familiar to users.
Remember: with great connectivity comes great responsibility. People may rely on their smartphones at all times, but that doesn’t mean they want to be engaged at every turn. Leverage the times when users are most active to send your message.
You may want to send hourly announcements for your sale, but users may soon tune out if you’re too aggressive. Instead, send a message at the start of a sale followed by a quick reminder at the halfway point. Send a last chance message near the end of the sale to create a sense of urgency.
Nothing is more important than a successful launch. Sure, you can recover after a rocky start, but the first impression can make or break most campaigns. Rihanna’s most recent album, Anti, was launched in partnership with Samsung through an interactive mobile experience that highlighted the rise of the pop superstar over seven video chapters. Users can watch a video, but also go inside the chapter via a 360-degree mobile app. When Anti launched, users could earn a free download if they made their way through all eight interactive rooms. Through these efforts, the album was streamed 13 million times on Tidal and downloaded over 1 million times in under 15 hours.
Personalization is a mobile marketer’s most powerful tool. You can learn so much about your users through their mobile habits. Where are your users, when do they engage and why they use your app or site are just a few insights that can lead to a marketing transformation. All that data can also lead to more effective storytelling because it’s like you’re telling a story to your best friend. The attention to data can lead to an emotional connection with the user, according to Sprinklr.
Mobile data can also act as a marketer’s personal fortune teller. Predictive analytics uses data to help determine the behavior of users—leading to smarter campaigns and increased user retention.
When it comes to personalization via mobile, few apps do it better than Uber. Recently, the popular on-demand taxi service enabled passengers to “tap into the sound system of any driver that has his or her music system connected to the Uber app,” allowing them to choose their favorite jam on Spotify or station on Pandora and have it start playing the second they enter the car.
For consumers, this showed not only devotion, but also a deep understanding: Uber knows that a ride in the car demands good musical accompaniment, and that its riders would prefer to have control over the music selection than to have the awkward “Hey, can I change the song?” exchange. Now, you can customize your ride and get in the mood for whatever you’re heading off to do. By evidencing that respect and deep understanding for the consumer, you bet Uber is generating loyalty and developing a preferred user base—one the brand can learn from and use to keep improving on that individual experience.
With these tips, mobile success is within your reach. To stay on top of the latest marketing trends, subscribe to the Content Standard Newsletter