Mobile marketing is a critical priority for today’s digital marketer. According to a Pew Research Center report, “46% of smartphone owners say their smartphone is something ‘they couldn’t live without.’” (A) A mobile-first approach is vital, but it also presents some unique mobile marketing challenges.
- Design and content need to be optimised for mobile marketing, not one or the other. It’s common to read about responsive design and layout best practices for different devices, but it’s equally important to ensure that your content being displayed within your responsive designs is also optimised for viewing on mobile devices. Just because a font is larger doesn’t mean a mobile visitor will stick around to the end of a long piece of content. It is safe to assume that someone reading on their mobile device will be more easily distracted and less likely to read for as long as someone who is accessing a page via their computer. Also, email previews are shorter on phones, so it pays to plan the all-important email subject line around that shorter amount of characters.
- Just because you can, doesn’t mean you should. Balancing what you send via SMS or push notifications versus respecting the consumer’s time and preferences is important. Relevance is the key to ensuring you’re resourceful and not intrusive. Use data gathered with your marketing automation platform to fine tune your segmentation and personalisation efforts within your website and mobile marketing campaigns.
- How to track one customer across multiple mobile devices. Compiling a unified view of each customer has become more complicated now that so many people access information from a variety of mobile devices. In order to track that customer behaviour across different mobile devices you need to integrate data from every device together. Your marketing automation software should integrate with your website and mobile application which should both contribute to your centralised customer database. One way to accomplish this is by using a mobile data management platform to monitor, organise and integrate data. “A customer’s experience on one channel is directly impacted by their experience on another, and today’s customers want to be able to switch between channels seamlessly. As a result, to offer a successful mobile experience, businesses must ensure it is fully integrated to what they also offer online, in store or on the phone.” (B)
- Getting opt-in for SMS and push notifications “Consumers should be able to control the type of information or promotions they receive and how often.” (C) Opt-ins are important because they are the legally correct way to send SMS and push notifications. Since you need to allow customers to opt-in to your mobile marketing communications, you should be cognisant of the best practices around your opt-in message. Keep it brief but informative, and make sure you include the legally required “Message and data rates may apply” piece. Also, just like with your newsletter you want to let the customer know what you will communicate, how often, and what’s in it for them. Explaining all of this succinctly ensures people aren’t surprised or turned off by the frequency or content of your mobile marketing messaging.
How to determine which method of communication is best.
This is related to challenge number two above. Determining the best way to communicate with a customer is a balance between being resourceful and being intrusive. Even though there is more data than ever before, determining a customer’s preferred form of communication can be difficult. While you can ask for user preferences with a form, doing so is not always possible or the best use of a form field. How, then, do you determine whether you should use SMS or a push notification or an email to send information?
To determine the best mobile marketing method to use, think of your needs and goals for the content you are sending. If the information is time-sensitive and the person is expecting it then SMS might be a good choice. Password confirmations, shipping notifications and payment reminders are good examples of messaging that would be appropriate for a text message. Keep in mind that any SMS or push notifications should be short and concise. If your content is longer than a couple sentences then email is your best option. Is there a link you want people to click on? If that link isn’t optimised for mobile then you shouldn’t plan to send it via SMS or push notification. Similarly, if someone might need to reference this content later then an email is the smartest choice because they are better organised and easier to keep track of.
Mobile marketing does present some challenges, but with the amount of people using mobile devices increasing each day, ignoring this effective method of communication is not an option. If you would like help with addressing your mobile marketing challenges contact us today.https://blogs.oracle.com/marketingcloud/the-4-unique-challenges-of-mobile-marketing-and-mobile-advertising-and-how-to-overcome-them