When providing a great mobile marketing experience, there are a number of factors to consider and things to do to create an effective strategy that works. Knowing mobile optimization best practices is the first step in ensuring you are successful in giving your consumers the best user experience they can get. Americans spend 3.7 hours daily or more on their mobile device, and mobile accounts for 70% of a consumer’s interaction with a brand. That is a large number to consider when planning the customer experience journey.
How do you Create a Great Mobile Marketing Experience?
It is important to know what to do and what to avoid. Why do companies fail to connect with their customers? What are they missing? Have they looked at the data and buyer personas to enhance the marketing experience? All of these are questions that must be answered when developing the communication strategy to avoid damaging the brand.
Here are a few things to avoid:
- Content that is Irrelevant. You want to avoid spam at all costs. Being concise and consistent is key when giving consumers what they want and need.
- Poor Timing. Insight from data will provide the best times to send messages, or craft strategies to provide a better customer experience. You have to think about the customer at all times. Do the people on the East coast want to receive messages at 4 a.m. about a sale that is taking place on the West coast? Do you have a lunchtime special going on that was received the next morning? All of these things make the difference.
- Location-based content. You have to make sure your customers are receiving content that is relevant to them. No one wants to receive messages that have no effect on whether or not they are in town or out of town. Segmenting the audience to provide the best content at the right time is essential.
- Poor Design. Believe it or not, poor design is one of the main culprits of a bad user experience. The fonts, colors, responsive design and load times all play a role in whether or not a consumer will continue to visit the site or will never come back.
How to do it Right
You must think about yourself as a consumer and what would work for you. Providing coupons and other assets that convey value to the customer is basic. Taking things to the next level, like personalizing coupons, finding the right mobile partner to get your messages out, and implementing mobile campaigns that are relevant and engaging takes the user experience to the next level.
Every mobile marketing experience needs to be unique for that particular customer. This includes a high level of interaction. When consumers know the brand is listening, they are more engaged and feel that the brand is really concerned about what they want and when they want it. Online communication is fast – that means any negative experiences can be quickly disseminated all over the world with the click of a button. Listening to your audience is just as important as talking to them to create change that matters.
You must examine the data to get insight and information on your target audience. Making assumptions on what you think is right, rather than checking the data could spell disaster. This provides not only the channels to use, but ways to effectively market your products and services based on consumer appeal. That’s smart marketing. The overall goal is to build your brand, and customer loyalty at the same time for longevity.
These tips will help develop the right strategies to keep customers coming back. User experience is one of the most important components of keeping satisfied and interested customers.
How do you ensure that your customer is getting the best mobile experience possible when interacting with your brand? Make sure to share them with us in the comments below!
Sophorn is the marketing guy at Trumpia, a mobile content delivery service that allows users to customize their one-to-one marketing efforts by interconnecting and optimizing all digital platforms. As an innovator in two-way SMS/MMS marketing, Trumpia’s mission is to empower brands and public figures with interactive access to their audiences, reaching targeted affinity groups in a personal way. Trumpia delivers world-class content such as video, ticketing, polling, products sales, contests and giveaways.
Follow Sophorn on Twitter (@Trumpia)