Who is the always-on customer in mobile marketing?

In a digital world where multitasking reigns supreme, a key demographic is the always-on customer. These customers, as their description implies, are “always on”; they carry a variety of mobile devices with them which they use to check their email, engage on social media, contact others and surf the web multiple times per day. “48% of consumers today are Always-On Consumers” (A) Adapting to the always-on customer means optimising your marketing strategies for a customer on-the-go, prioritising a mobile-first approach and building campaigns that interact with each individual in a uniquely personalised way.

Time is the ultimate commodity for these customers, so making communication convenient and relevant is the best strategy. Two mobile-focused methods to reach always-on consumers are text message marketing (SMS) and mobile applications. Both of these use the mobile phone as a primary method of communication, taking advantage of the fact that this device is with them the majority of the time.

Mobile Devices

“There are eighty million millennials in America alone and they represent about a fourth of the entire population, with $200 billion in annual buying power… 87% of millennials use between two and three tech devices at least once on a daily basis.” (B) The reason this demographic is using multiple devices per day is because they have their devices on them most of the time: smartphones rarely leave their sight while tablets and laptops simplify a portable work environment. In fact, “80% of internet users own a smartphone.” (D) If you want to reach these customers, responsive templates and mobile-friendly content are necessities. “The implications are clear – if you’re not able to reach your audience through mobile search or display, or you’re not providing a satisfactory mobile experience you will miss out compared to competitors who are.” (D)

A mobile-first approach includes prioritising quick and convenient consumption of relevant information in all aspects of marketing. This includes email, landing pages, websites, social media, you name it. Each component of your marketing strategy needs to be optimised for consumption via a mobile device. Responsive design that enables content to be read on a variety of screen sizes is absolutely essential, as any messages which don’t adapt dynamically are likely to be dismissed and forgotten. Design and content are more intertwined than ever before, as smart design optimises layouts to promote readability. Short subject lines, smaller images, more digestible content and shorter forms are all best practices for mobile-focused marketing efforts. Notice the commonalities: shorter, smaller, quicker, easier.


“57% of always-on consumers say they are much more likely to pay attention to communications from companies when they choose the right time and context to reach them.” (C)

SMS can be your best friend or your worst enemy, it all depends on how you use it. Communicate too much too often and you have a recipe for unsubscribes. Communicate helpful, timely information and you’ll build a loyal customer base. With the evolution of location-based technology, offering push notifications via SMS can be an effective way to reach the right customers at the right time. However, there needs to be a balance between offering purchase or upsell incentives and bombarding people with offers every time they walk past a store. Consider carefully what you choose to communicate because text messages are typically only for interacting with friends and family, so disruptive, sales-centric messaging will not be well-received. And with all SMS messaging, remember your audience. Never include links that don’t go to mobile-friendly pages.

Mobile Applications

Mobile applications are an investment in the future. Not every business needs one, but if you can use a mobile app to provide better service to customers or elevate their experience with your brand then you should consider developing one. Banks are a good example of a type of business where a mobile application adds a lot of value for customers. When combined with SMS, banks are able to offer features like convenient and timely payment reminders or potential fraud. Apps also provide a way to gather additional customer data. When a mobile application is integrated with a marketing automation platform, behavioural insights can be used to more accurately assess segmentation and relevance.

Welcome Interruptions

For most people, this would be an oxymoron, but a smart way to plan mobile messaging is to think of it like a welcome interruption. Nobody wants to be interrupted, so temper any mobile communication by focusing on value and relevance to each person. Use data gleaned with digital marketing software to personalise messaging and fine tune positioning so your communication is perceived positively. Remember, convenience and user experience are prime for the always-on consumer so anything likely to be read by them needs to be optimised for mobile consumption. If you would like to know more about mobile marketing contact us today.

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