Today, through their mobile devices, consumers expect to get what they want at the moment they want it. These behaviors challenge marketers to always be one step ahead, as customers’ expectations of experiences grow with empowerment, which should be useful, personal and frictionless.
Simply put, the brands that offer the best assistance will be the ones that succeed. Below, we share four mobile marketing strategies that will help you drive your brand’s growth.
1. Stop chasing intent and start predicting what people may want at any time
Intent is everywhere. Whether people are looking for the best products, exploring offers, or consulting reviews, they do so from different devices, channels, and points of contact. We have never been so close to being able to interact with them during their journey and provide them with the assistance they need.
In this context, brands must stop chasing intent and start predicting it. By using search indicators, they can create, capture, and assist consumers wherever they are. Today, they have the possibility to anticipate their needs thanks to machine learning.
For example, the insurer Allstate acquired valuable customers using segmentation through different media and increased retention thanks to search indicators. By combining their consumers’ data with Google’s intention signals, the company was able to predict and meet their needs more efficiently at all points of contact.
2. Leverage insights to reach the right audiences and generate growth
33% of marketers say that better understanding and engaging with the right consumers are the most important factors in achieving their goals in the next three years. However, since people research and buy online in stores and by voice, successful brands will need to review their data strategies to ensure they provide dynamic experiences, based on a unified map of the customer journey.
If you want to create an effective data strategy, unify the insights of the entire journey to better understand and meet the needs of customers in a more personalized way.
In addition, making the right measurements helps companies find better ways to invest their limited marketing resources. In this way, they can optimize their strategies to reach new customers and generate unlimited growth.
3. Make mobile experiences a priority for your company
People expect fast and relevant experiences on their mobile devices. When brands are able to provide them, everyone wins. To do this, keep in mind these three marketing guidelines:
- Every second counts: according to a recent study by Google and Nodus, the speed index of mobile sites in Latin America corresponds to 13.5 seconds. In addition, a one-second delay reduces their conversions by 7% and their visits to the pages by 11%
- Every step is important: almost half of consumers use their smartphones to complete their entire purchase process, from research to acquisition. However, they often abandon their cart due to a poor experience in confirming the transaction.
- Every user is different: 61% of consumers expect companies to adapt experiences based on their needs. In addition, 9 out of 10 marketing leaders indicate that personalization contributes significantly to the profitability of companies. That is why leading brands are creating value for buyers based on their previous interactions.
4. In an omnichannel world, help customers turn their intentions into actions
The move to mobile devices made it possible for people to get what they want instantly, which gave rise to a new type of consumer. In this context, omnichannel leaders are capturing these customers by connecting the dots of all the moments that inspire and influence their online and offline purchases.
If you want to offer fast and frictionless experiences, these two universes have to be highly integrated. To do this, use what you know about your customers (customer relationship management [CRM], consumer data, and payment systems). All interactions −both online and offline− must inform what the next one will be.
For example, the MyPanera loyalty program −from the Panera Bread bakery chain− is the largest in the industry, with more than thirty million members. Having access to that large amount of data allows you to carry out personalized campaigns on a large scale. In this way, through behavioral and contextual indicators, it offers customers much more relevant experiences. This approach maintains people’s commitment, generates loyalty and, ultimately, increases sales. The success of this brand demonstrates why online and offline teams must work together thinking about the consumer.
If you need help in the area of Marketing of your business you can contact us by clicking Here It will be a pleasure to help you!
