Online spending in the United States has hit $ 9 billion for Black Friday in 2020 – a new record – of which $ 3.6 billion (40% of total online spending) was made via smartphones (up 25.3% from 2019). Richard kelly, CEO of consumer goods marketing technology company Adimo, said the mobile-to-desktop traffic ratio fell from 50:50 to 70:30. A recent Iterable A study found that 63% of people surveyed spend more than four hours a day on their phones. A perfect storm of factors, led by changes in consumer behavior induced by the pandemic and the rise of 5G technology, have propelled mobile marketing into the CX spotlight. How do marketers react?
The many CX opportunities of mobile marketing
Mobile marketing is gaining in strategic importance and value, not only because a majority of people use their phones for almost a quarter of their waking day, but also because it has such a wide range of use cases. for marketers, many of which are directly related to income generation. These include:
- Mobile commerce (mcommerce) and social commerce.
- Mobile wallets and contactless payments for on-site and off-site purchases.
- Drive real-time in-store conversions with m-coupons, location targeting, and geofencing.
- Customer service and problem solving – both automated and human.
- Interactive marketing, from AR experiences to apps and in-game engagement.
- Various portable devices compatible with smartphones.
What marketers love about mobile marketing is that it gives people the ability to effortlessly switch between various channels and platforms on one device. From external social media to brand forums, from text messages with deep links to in-app purchases, from QR codes to emails, the device allows brands to keep pace with customer preferences in the moment. For example, Aron North, CMO of wireless services company D2C Mint Mobile, said the mobile really shines in the way it enables a relatively rapid shift from social media to the company’s D2C engine. With mobile being a critical part of their organic and paid acquisition funnel, North’s team is constantly monitoring their experiences on the web and mobile apps, which were designed using device functionality to optimize commitment.
Mobile can also be a strong entry point for the brand. Ken harlan, founder and CEO of mobile advertising company MobileFuse, said mobile offers a great and controllable environment from which customer interest can grow within a desktop or in-store visit. In turn, he suggests, brands should create experiences that give customers the desired control over their shopping journey, such as prompt checkout or specific, granular information – like a fast food restaurant allowing customers to see the food ingredients and the calories they order.
David Greenberg, Marketing Director of Marketing Automation Platform Act-On emphasized the importance of integrating mobile marketing into the larger CX blueprint. Customer touchpoints across channels should deliver cohesive experiences, deliver value, and avoid message fatigue. This can be done if each tactic plays a distinct role in the CX mix. For example, SMS and app notifications can play a key role in creating real-time experiences such as product or service updates and alerts, while building trust and credibility in the company. brand by communicating important information such as shipping delays or refund status.
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Investing in the future of mobile marketing
Consumer habits regarding online shopping, social commerce, contactless payment, voice search, audio consumption and QR codes will continue to evolve, and brands will need to find smart ways to exploit the opportunities that arise. ‘they offer.
We will also see the impact of the gradual deletion of cookies. Specifically, said Kelly, we will see real investments in more experiential / immersive mobile experiences that encourage first-party data sharing, in faster / more transparent integrated marketing / commerce solutions, and in mobile payments. The latter is already a way of life for CX e-commerce in APAC.
Harlan is betting on marketers who ask all the right questions about diversifying ad spend at a device level as well as a platform, given the new in-app spending patterns of Android users and of iOS. For example, he asked, if Connected Television (CTV) can transcend its current online execution and become something that generates attributable revenue through mobile streaming services, could it give Facebook Watch and YouTube a run for their money?
Finally, artificial intelligence could have a disproportionate impact on mobile marketing. From ad copy to behavioral and intent data tracking, voice technology or virtual assistants, Greenberg is excited about how marketers will experience mobile AI and ML and the impact on productivity. and the results.
Greenberg is also following the growing intelligence of SMS tools and platforms, which will increasingly be able to leverage customer data and behavioral insights to personalize text-based interactions, much like emails. Senior iterable product manager Alex hendricks is also enthusiastic about SMS, for its (relatively) easy implementation and potential for high engagement and quick return on investment when used effectively. Push messages, which are specially designed to stimulate recipient action, can also be a powerful and inexpensive way for branded apps to have immediate impact, he said.
Related article: Reality vs Fiction: Artificial Intelligence in Digital Marketing
Mobile, the Center of the Customer Experience Universe?
While a seamless CX is always about allowing consumers to jump on and off devices and channels without disrupting the flow of their journey, mobile has enormous potential to become the central hub of the connected customer experience (CX). because it goes everywhere with the consumer. That said, mobile use is very personal for users, each building their own unique and vibrant ecosystem of apps, games and services. The key to making mobile marketing work will be finding where the brand fits best and the value it adds in the consumer’s mobile world.
Hendricks also warned that while mobile offers incredible accessibility and the return on investment can be exponential, brands must first establish enough trust and credibility with their mobile experiences to unlock these opportunities. This includes finding ways to anticipate the changing privacy curve in the mobile context.
Ultimately, like any marketing element, content, context, channel, timing, and data-informed decision-making will remain critical to success.