Until a few years ago, the experience on small screens was underestimated by digital marketing professionals, who saw the channel as a secondary and immature ecosystem. Nowadays mobile is the main strategy and the other platforms have to keep up with it.
The annual growth rate of mobile leadership is a reality:
// mobile is the platform where 80% of engagement in social media happens, according to comScore
// two thirds of the total volume of emails are opened on mobile devices, according to eMarketer
// the channel is the only one that allows you to explore rich push and SMS features
// 60% of revenue from Google ads comes from mobile access
Investing in experience in every point of contact is an essential part of the strategy if we are to create a connection with new consumer profiles.
The mobile challenge
“Experience is the new marketing.”
Steve Cannon, CEO of Mercedes Benz USA
Despite all the impact generated by mobile, many professionals are still making the mistake of recycling old desktop strategies to mobile platforms, bringing a knife to a gunfight. To deliver a relevant and consistent experience, the strategy needs to contemplate the particularities of the platform in which it will be inserted. Otherwise, we can’t really expect for engagement to happen.
Users behave differently on mobile, seeking instant results as they are open to interaction. The challenge is to get the attention of this user, who doesn’t spend much time on extensive content with no visual appeal. This empowered consumer discards content as easily as they find it. In this sense, brands have a time window of seconds to create a connection with them through online experience.
Micro-moments are opportunities
Unlike desktop fans who get to spend hours reading, surfing, and searching the web, mobile users live in micro-moment: there’s a great opportunity to create a connection. Micro-moments are extremely relevant points of contact within the consumer journey and, together, they define the course of the relationship as well as conversion. But first we need to pay attention to three factors:
// Who is my audience?
// What kind of interaction I want to have with them?
// What do they have to gain from it?
And we are not necessarily talking about money: the value of interaction may be in the entertainment, in the social aspect or even in the information contained in this interaction. Find out what adds value to your audience and strengthen your online strategy through the different points of contact. The multiplicity of channels has come to add, whether through push, email, SMS, mobile sites or social networks.
Pepsi, allied to Round Table Pizza, offered a successful mobile-first experience through an email marketing campaign: the partnership yielded a library of interactive games and activities worth discount coupons, including a customized Father’s Day card editor signed by the brands.
Another success story is L’Oréal’s push campaign, which used Digital Experiences to engage mobile app-users and increase eCommerce conversions for its Carol’s Daughter brand by 4.5x.
Rich push messages included links that directed app users to a fun, interactive quiz (“What’s Your ‘Hairsonality?’”), which branched off to deliver personalized, highly-relevant product offers based on the individual’s responses.
After growing a sizable SMS list with a variety of in-store acquisition tactics, Ace Hardware combined digital experiences with SMS blasts to drive a huge increase in average cart size.
Each SMS blast included links to interactive coupons and helpful content like how-to guides, videos, and store finders. The brand then tailored these experiences to fit the needs of specific markets (i.e. customers in California were sent digital experiences relating to drought preparedness).
Data is your biggest ally in the quest for engagement. Be on the right platform, at the right time and with the right message. And count on Pmweb to get there.
Source: Modern Marketing Blog