Mobile marketing is one of the most effective ways for marketers to engage their customers, but many are still playing catch-up. Building a successful mobile marketing program is crucial, but how do you do it?
I had the pleasure of co-presenting on a webinar this week about “next-level” mobile marketing with our guest Melissa Parrish, principal analyst and research director at Forrester Research.
In my presentation, I outlined a strategic and holistic framework for Mobile Relationship Management. Mobile Relationship Management is the convergence of technology, strategy, execution and data to deliver personalized mobile experiences throughout the customer journey – from awareness and engagement through transaction and loyalty.
Here are some key takeaways from the webinar that can help you accelerate to “next-level” mobile marketing:
Assess where you are and where you want to go
The best way to accelerate today is to figure out where you are. Be true in your assessment. Are you marketing to the masses? Do you have a program-based approach? Have you created a long-term mobile strategy that aligns with your overall marketing mix? These are some of the questions you should be asking yourself during your assessment. Even if you are just beginning, you can always be taking steps to get you to the next level.
Define your objectives for mobile marketing
It’s important to understand the marketing landscape when evaluating what makes sense for your business. Have an understanding of mobile capabilities, mobile engagements and mobile interactions that drive engagement and loyalty with consumers. Make sure you hone on your strategy and set attainable goals. Establish KPIs to help you measure your progress and the success of your programs.
Integrate your mobile plan with your marketing plan
We think of mobile marketing as both a channel and a horizontal layer that supports your other marketing channels. It’s very important that your mobile plan is integrated with all of your marketing channels – email, direct mail, advertising, in-store, social and more. Mobile can be a key driver of all these marketing levers. Integrate and link your mobile data with your CRM data to send personalized mobile experiences that drive traffic to your store and build loyalty.
Chart your course
You should have both short-term and long-term goals that get you to your mobile marketing objectives. Find a technology partner that allows you to send personalized mobile experiences at scale. Experiment, try new tactics and measure your success. This is all part of the process.
Don’t delay – get started today!
You can drive foot traffic, increase average order value and increase lifetime value through mobile marketing. Many marketers are playing catch-up to the consumer, so why not get there first and beat your competition?
Applying these mobile strategies and best practices will help you execute quickly to build deeper customer relationships that drive loyalty and sales.