As far the connected consumer is concerned, mobile is not a distinct shopping channel unto itself. It is simply another method for accessing the information that they could find on their desktop or at the store – and they expect the user experience to be just as good and integrate seamlessly across the other channels.
What does the mobile face of your brand look like? You may have spent weeks coming up with the perfect marketing strategy, but if your planning and execution doesn’t take mobile into account then you’ve missed the mark. Consider just email alone, 67% of consumers use a smartphone to check their emails. There’s no longer such thing as a marketing strategy void of mobile (at least not a successful one), every strategy should be a mobile marketing strategy.
Consumers use their mobile devices for two primary reasons – communication and consumption. Both these activities present opportunities for retailers, to communicate with customers to build meaningful engagement, and to share mobile-optimized content that customers can consume on their smartphones.
Here are the top 3 questions you need consider when developing your mobile marketing strategy.
1. Mobile Channels
What mobile channels are you going to offer? Will you have a mobile-optimized website? Will you develop an app?
Nowadays, a mobile-optimized website is really a must. Your customers are on the web and if you don’t offer them an exceptional user experience, they will go elsewhere. When it comes to apps, you should build a business case to determine if investing in an app is the right strategy for your brand – more and more often, the answer is becoming yes. Many worry about apps cannibalizing their web or in-store sales, but the truth is if you don’t serve those customers, someone else will. Better that their shopping through your app and not a competitor’s.
2. Communication Channels
How do you communicate with your customers on mobile?
Emails are no longer enough, you need more personalized channels that will cut through all the noise and grab the attention of your customers. Push notifications allow you to do this by delivering personalized content in relevant mobile moments. Combining this communication channel with the more traditional ones like email, social, SEO and paid media, will enable you to effectively engage and convert your customers on mobile.
Do you have the technology to measure shopper behaviour and location data across channels and then act on it accordingly?
Driving meaningful engagement isn’t possible without the data to back it up – this is where many retailers struggle with personalization. It requires the technology to collect and measure data – shopping behaviour, timezone and location – and then act on it in mobile moments when customers are ready to browse, research, buy, etc.
These 3 areas are a great place to start developing your mobile marketing strategy. The best approach is to consider the shopping journey as a whole. Each channel is so interconnected that there is no such thing as an in-store strategy vs a mobile strategy, simply one unified shopping experience.