Personalization plays a key role in many marketing campaigns, with Infosys reporting 86 percent of consumers have purchasing decisions influenced by this tactic. Consumers get exposed to many untargeted advertisements every day, so highly relevant messaging stands out from the crowd. Mobile channels sometimes get overlooked in personalization efforts, but with a 79 percent smartphone adoption rate in the United States alone, you gain many benefits.
Location Aware Messaging
Geotargeting strategies add context to your advertisements. Your mobile marketing tactics tie in to the consumers’ surroundings to get their attention. Appsbuilder found click-through rate improvements of up to 70 percent compared to ads without location personalization. You can target users near defined areas through geofencing, create audience segments based on their locations throughout the day, or use in-store beacons to push proximity-based messaging to nearby customers.
The average consumer accesses multiple channels on the buyer’s journey, from social media to blogs. Consumers’ device usage shifts throughout the day, from their computers at work to their smartphones at a restaurant. Smart Insights discovered consumers use their smartphones the most in the morning, while tablets take precedence at night. You can improve your cross-channel engagement through targeting that considers the device and the consumer’s current environment. Create consistency across each channel so you build on your previous efforts.
Many companies avoid mobile personalization due to technical challenges. You have many ways to identify users through the desktop, but these strategies may not translate well to the mobile environment. New mobile marketing solutions seek to address these implementation problems, but current adoption rates remain low. Thirteen percent of companies use mobile personalization, according to eConsultancy. You have an excellent opportunity to gain a competitive advantage in your industry through your personalization efforts.
Your target audience doesn’t spend all day attached to their smartphone or tablet. Their busy lives send them all over the place, so it’s easy for emails and notifications to get overlooked when people are juggling multiple responsibilities at work. You can add personalization the time you send marketing messages based on the likelihood that your target consumer is looking at the mobile device at the time. You increase your chances of capturing the consumer’s attention at critical purchase decision moments.
Improved Customer Experience
The customer experience continues to grow in importance to overall business success. Eighty-nine percent of companies surveyed by Gartner will focus on this attribute for their primary competitive advantage. Mobile personalization offers several ways to increase your performance in this area. App-based loyalty programs provide a convenient replacement for a bundle of store cards in the customer’s wallet. They also serve personalized product recommendations, coupons and advice.
Your mobile optimized website does a good job at helping mobile visitors get to the most important parts of your site, but it might not quite match up to the way individual users want to navigate. Personalization tracks the way users interact with your site and adjusts the menus, content and other elements to improve the visitors’ experience on a one-to-one basis.
Mobile personalization benefits many areas of your marketing campaigns. You cut through the signal-to-noise ratio consumers face every time they look at their smartphones or settle in with their tablets. The personalized experiences help you stand out from your competitors, enhance your cross-channel campaigns and improve the overall customer experience. When you search for ways to optimize your marketing performance, consider mobile personalization.
ITM; mobile marketing; mobile personalization
Source: SANS ISC SecNewsFeed @ May 31, 2016 at 01:09PM