Would you invite a stranger into your house, to join you for dinner, ride in your car, attend your work meetings? Probably – hopefully – not. Certainly you wouldn’t invite them to sleep next to you, ever-present on your nightstand. But, with smart phones and mobile devices going everywhere you go, this is the level of intimacy you build with customers through mobile marketing. This is a relationship marketers need to respectfully cultivate in order to be successful.
Marketing tools and channels are evolving toward accessing and using more data, not less, which offer powerful insights into customer wants and behaviors. Perhaps nothing is as intimate or powerful as mobile marketing, especially push messaging in an app environment. Like permission-based email marketing before it, mobile marketing opens a channel of direct communication between a brand and consumers. This has led to unprecedented data revealing daily insight into the demographic, geographic, psychographic, behavioral, and ultimately purchase decision details of consumers on both an individual and aggregate level.
Mobile marketing is only growing in importance. It has been more than a year since Flurry first reported that content consumption on mobile apps eclipsed the web, with the pace growing since.
The rewards of good mobile marketing are great. Fellow Portland agency Urban Airship, who offers great resources and best practices, has reported compelling stats for push messaging:
- 30% increase in social sharing
- 540% increase in daily user sessions
- 3 times faster user response rate compared to email
- 20% increase in mobile orders
The critical first step to success is to know your audience. At Mambo, we place a premium on learning everything we can about your audience through our social media audit. It begins with a comprehensive listening program using our proprietary BEAT system. We use this data to develop a custom analysis of your market and audience, to guide your marketing strategy.
Ultimately, it all hinges on your customer being willing to essentially invite a stranger into their life, allowing them to communicate at will. Only brands with a proven track record of knowing their audience, respecting this relationship, and who have built up trust in delivering relevant, timely information, will be invited in.
Learn more how we can help you by visiting our website.
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