If you’re like many brands, right now you’re thinking about your mobile strategy for next year. As well you should be. The more you plan ahead, the better you’ll be ready to make mobile a major component of your overall marketing strategy.
Recently, Vibes held a webinar, 5 Steps to Building a High-Performing Mobile Marketing Strategy. Here are highlights to help you with your own planning.
Step 1: Identify the Mobile Opportunity
While there’s no doubt of the opportunity that mobile provides in general, your strategy should start with you looking inward and determining what opportunities mobile provides for your company specifically, as a tool to provide more value to your customers.
This starts by looking at what’s happening in your industry that is spurring you to look to mobile as a marketing solution. Perhaps your competitors are using it, or maybe new technology has opened up exciting ways for you to use mobile as a communications channel.
Next, look at your goals. What do you want to achieve in 2018? What is currently keeping you from meeting your goals, and how might mobile help you jump the hurdle?
Finally, are you customers expecting you to be more mobile friendly? More and more, consumers want mobile technology to make their lives and common transactions easier. When it comes to text messaging, as an example, 75% of consumers want time-sensitive notifications such as “your order has shipped” or “your flight has been delayed.”
Knowing this, you can begin to consider how you can increase the engagement of your audience through mobile.
Step 2: Build a Business Case
Because your marketing department doesn’t operate in a bubble, you’ll need to get buy-in for your mobile strategy from the executive suite.
Start by building your mobile budget. Where will it come from? Does your marketing budget have room enough to include mobile, or will you need to create a separate budget for your plan for 2018?
When building that budget, remember to include costs for:
Testing & iteration
Just as you consider your audience when developing marketing strategies, so too should you consider your stakeholders when building your business case for mobile marketing. Every individual you need approval from may want different questions answered.
Your CEO may want to know how your mobile strategy will impact the business, while the CTO might care more about how mobile solutions integrate with the current system. A CIO might want to know how the strategy is interesting to the business or user, while a CMO will want to know what brand story you’re planning to tell.
When pitching your plan, make sure to identify key milestones, including:
Step 3: Determine Mobile Channels
A high-performing mobile strategy uses the right mobile channels to reach an audience. Sometimes that means more than one channel. Each mobile marketing channel has its own benefits.
SMS: 98% of all SMS messages are opened, compared to 20% of emails
MMS: High customer engagement, with 15% average CTR
Push notifications: 70% of consumers find them valuable
Wallet messaging: Android Pay & Apple Pay see in-store redemption up to 30%
Step 4: Develop Mobile Engagement Strategies
Whichever channels you determine are the best to reach your audience, understand that cross-promoting across all channels is key for best results. Email especially can be effective in promoting a mobile program. At Vibes, we’ve seen mobile database growth of 200% through dedicated email.
There’s no single way to engage your audience through mobile. The more creative you can get, the better. Loyalty offers via mobile wallet, interactive gaming, and personalized offers are all strategies that have proven to be effective in mobile marketing.
Step 5: Look at the Metrics
The final step of your mobile strategy involves looking at the data to assess results. Keep in mind, it will take time to move the needle, so keep at it. The wonderful thing about mobile marketing is that it is so highly trackable, so you know exactly where you are at any given moment.
But in order to have something to track, you have to first establish key performance indicators (KPIs) to measure against. If you’re looking at subscriber growth, you could measure the percent of opt-ins or monthly growth. If increasing engagement is a goal, look at clickthrough rates, wallet installs, and frequency of engagement. For expanding loyalty, your KPIs could cover retention rates and lifetime value. And if you want to drive revenue, assess incremental revenue per subscriber and percent of incremental revenue that mobile drives.
Looking at metrics isn’t enough; you’ve got to refine your mobile approach by testing small changes to your campaigns. If your welcome offer isn’t seeing high redemption rate, consider what offers subscribers want. Test the impact of mobile wallet in SMS and email content (with and without wallet offers) to see if your audience will adopt the mobile wallet.
Remember: this is a process, and one that will need to be tweaked continually as consumers and their tastes change. But laying out your mobile strategy for 2018 now will get you off on the right foot for the new year.