The biggest and most important part of marketing is communication. If you can speak your customers’ language — on the channels they spend time on — you stand a good chance of building a solid relationship with your audience and of getting them to buy from you. And the biggest and most important part of communication is personalization.
When you speak directly to an individual, by addressing their specific needs or interests, you show that you’re paying attention. This helps forge that bond between brand and consumer.
Mobile offers a variety of channels that are ideal for personalizing your marketing message. Here’s what you need to know about SMS, MMS, mobile wallet, and push notifications.
Today, SMS is being used to give subscribers exactly the information they want from a brand. That might be promotions and special offers, order tracking, or notification when a product is back in stock.
The fact that text message marketing has, on average, a 98% open rate, a 45% response rate, and up to a 328% conversion rate is a testament to the fact that it works as a communications tool.
Here’s an example of how one Vibes client leveraged SMS to boost engagement: PetSmart partnered with Vibes to develop an interactive mobile experience that allowed people to select their favorite pet and uncover one of three offers.
A heads-up teaser was sent out the day before the game letting subscribers know to get ready. A follow-up text was sent on Black Friday with a link to the experience.
The teaser text helped to collect an overall higher click-through rate than the brand’s already solid average.
Simple ways to personalize: If you’re using a customer relationship management platform, you already know a thing or two about your customers. Personalize the SMS messages you send by:
- Addressing subscribers by first name
- Sending offers based on past purchases or shopping behavior
- Including link to personalized offer on mobile website
- Sending updates on order status
MMS is like SMS’ big brother. It’s bolder and more effective with its videos and photos added to text messages. If you’re trying to reach Millennials, MMS can be beneficial to connecting with them: 76% of Millennials find text messages less invasive than other forms of messages, and having video or photos inserted into those messages only increases conversion.
Simple ways to personalize: You can use MMS the same way you use SMS to connect with your audience in meaningful ways, as well as:
- Include emojis to capture subscribers’ attention and increase conversion
- Send image or video of product to spark interest, including link to product page
- Increase length of messages (MMS allows more characters than SMS)
Another fantastic mobile channel for personalization is push: 56% of consumers opt in to push notifications from brands. They want to hear from you…as long as it’s relevant and customized.
Here’s one example of how a brand uses push: Online retailer Gilt sends push notifications based on past purchases, or to notify subscribers that a product (in their size! That’s where the personalization comes in) is back in stock. The push notifications the brand sends are always relevant and on-point.
Simple ways to personalize: Leverage the customer data you have to create push notification campaigns:
- Send a reminder when someone leaves a product in their shopping cart, along with a discount
- Send personalized promotions based on buying activity
- Send alerts when bills are due or orders have been shipped
The final of the four mobile marketing strategies we’ll cover here is mobile wallet. It’s possibly the channel that offers the most opportunity to personalize offers through, primarily because of its multifunction capabilities.
Loyalty programs are just one way you can provide your customers with personalized offers. Once they join your mobile-based loyalty program, you can send offers based on past purchases, increase the points they accrue for certain items, and offer incentives that get them to buy more.
Not sure how to drive wallet adoption? Take a note from Vibes client RedBox. With its holiday Days of Deals game, visitors to the game website received an offer just for playing, some of which were wallet enabled. While wallet was new to Redbox subscribers, this program was instrumental with helping the adoption rate of mobile wallet.
Simple ways to personalize: Use the many capabilities of mobile wallet to provide value to your audience.
- Send loyalty offers based on past purchases
- Send event updates when customer has purchased a ticket
- Send mobile coupons that users can add to their wallet
Customization has already proven itself to be a highly effective method of reaching consumers. How will you incorporate mobile into your strategy?