The customer is always right—and they should always come first. Retailers, online sellers and service providers all place emphasis on customer-centric strategies, and mobile marketing has only increased the game’s limits. Becoming customer-centric isn’t difficult, and mobile devices carry a slew of options for crafting the perfect consumer-positive model.
Right now, great solutions exist. While any mobile marketing campaign takes time, a few combinations can drastically slice off expenses while driving direct connection. The marketing sales funnel, more than ever, has been impacted by mobile marketing’s positive attributes. Internet advertisement revenue has jumped 19 percent in 2015’s first quarter due to mobile marketing’s impact, and expanding technology has only created more opportunities.
The following tips are derived from immediately available tools. You can use them right now. Primarily, customer communication will be your goal, as customer-centric mobile marketing models are driven by immediate response, dynamic interaction and complex organization. As with most top-tier services, a mobile marketing program done right won’t be noticed at all. Let’s get started:
Tip #1: Check Out Your Key Performance Indicators
Key performance indicators, KPIs, are vital marketing benchmarks. Customer-level data drives strategies and enables solutions. As you gather sales metrics, examine important trends. Examine your click-through rates. Examine declining opinions.
Really, finding the right KPIs is important. Customer-centric data should be long-term. You should examine increasing sales trends while determining the modern consumer’s likes, dislikes, wants and needs. New customers are highly valuable, and every customer relationship is important. Focus on the following statistics to determine your mobile marketing campaigns newest steps:
- Customer acquisition
- Customer retention
- Customer turnover
Examine your holiday seasons, too. Holiday seasons are great customer retention indicators because they inflate sales numbers. The more numbers you’re gaging, the finer any deviations will be. Examine which customers make repeat purchases, and drive your customer-centric marketing model to integrate gathered key performance indicators. Customer equity, customer lifetime value and other retention-specific markers can be used to determine your mobile marketing strategies newest angle.
Tip #2: Get with Social Media Apps
Social media app stores are the modern mobile world’s booming economy. A single star app rating increase can spike downloads by over 340 percent, and first-page app store placement can determine a mobile marketing strategy’s success or demise. Additionally, 60 percent of mobile-based consumers utilize their device as a primary internet access source. Social media mobile apps are vital to your marketing campaign.
Your social media platform should extend across Facebook, Twitter and LinkedIn. Remaining app-centric, your media presence should be laid out to accommodate for smartphone users. Remember to start conversations, rather than simply observe them. Twitter and LinkedIn, specifically, are great conversational platforms. Encourage your consumers to comment, and assist them with any company questions and concerns. Reply to comments, and share media when possible. Engagement is the key impactor of social media conversation and conversion.
With respect to key performance indicators, do examine your social media outreach’s successes and failures. Escalating discount strategies, for example, may fail to garner incremental purchases. Every strategy, when measured appropriately, can gather customer attention. Social-to-direct-communication relationships are your end goal, as customer-centric campaigns begin at the funnel’s top.
Tip #3: Convert Shoppers with Customer-Centric Insights
As you gage your platform’s viability, know its impacts upon consumer behavior, purchasing patterns and communication. Customer-centric opportunities emerge when insight is gathered. Each customer segment should be analyzed, and each outreach action should be tailored to each acquisition channel.
Customer acquisition strategies change, and customer-centric insights should follow. Many single-time consumers shop and leave, never returning to a brand. Understanding why this occurs is important, as great percentage of customers can be maintained by prioritizing a channel’s conversion rate. Your brand’s conversion opportunities can create repeat customers, assuming the correct insights have been gained.
Customer behavior governs repeat purchases, product viewing time and demand flexibility. Examine their behavior, and follow gathered data with deep brand engagement at a one-on-one level. Customer conversion is possible when the customer receives personalized support.
A repeat customer is a beneficial customer. Find out when customers make repeat purchases. Find out why they choose your brand over others. Customer-centric mobile marketing plans are greatly enhanced by the consumer’s brand dedication. As they purchase more, align direct communication strategies to accommodate for their repetition. If their product is about to expire, run out or become obsolete, let them know.
Price Sensitivity Insights
Every consumer has a price threshold. Each person’s gravitation to a product or service, primarily, is powered by their capacity to spend resources. Measure consumer message responses, and determine your outreach’s successes and failures at different price levels. Higher-priced goods, for example, may require personalized messages, rather than run-of-the mill information-pumping texts. As a rule of thumb: The more a consumer will spend, the more they deserve customized content. Soon-to-be brand promoters should be handled with utmost care, too.
Tip #4 : Use Internal Measurements
While social media, website and general consumer population can and should be measured, you’ll need to measure internal strategy successes to become truly consumer-centric. Successful customer-centric mobile marketing strategies prioritize testing—and for good reason. Constant experimentation validates strategies. It identifies winning approaches and determines prerequisites. Any data-driven campaign deserves well-designed tests.
As your mobile marketing strategy develops, new experiments will create the following:
- New strategy angles
- New communication approaches
- Customer-centric insights
- Purchasing patterns
Your mobile marketing team should examine the full impact of mobile-based email sequences. Similarly, they should highlight text campaign successes or failures. As purchasing behaviors are examined, internal approaches should be measured. Of course, consumer analysis and insight remain a priority, but internal measurements can determine test group dynamics when variables are shifted, restrained or empowered.
Alternative tactics arise from new information, so remember to recognize and appreciate unsuccessful experiments. Turn away from strategies incapable of making consumer-centric solutions possible.
Tip #5: Gain Insights from Your Customers Directly
While metrics and key performance indicators drive relevant and important information, direct customer feedback both empowers marketing strategies and enhances communication quality. Your newest customers might only grab last minute deals, location-based purchases or small-scale buys. Use historical insights, but also don’t neglect direct customer connection.
Depending upon your marketing strategy’s timing dynamics, customers might be willing to supply direct insight. Prompt feedback in your emails, and propose further communication via text. Nodding to the above-mentioned social media app presence, try to conduct direct communication through comments, Twitter posts, links and messages. Some data can’t be organized into ‘satisfied,’ ‘dissatisfied’ or ‘highly satisfied.’ Sometimes, word of mouth is better.
Encourage feedback whenever you utilize:
- Fast shipping schemes
- Easy-to-redeem options
- Time-based coupons
- Location check-ins
- Opt-in text messages
As a rule, apply customer feedback insight to their communication channel. Customers seeing immediate response and action are likely to stay, assisting your customer-centric model’s viability through word of mouth.
Every strategy takes time to complete, but your current marketing efforts can greatly enhance any new, mobile-based strategies. It is a market, after all. Websites, blogs, social media pages, banners, advertisements, text campaigns and email services all contribute to a mobile marketing campaign’s customer-centric viability. Brand loyalty isn’t built in a day, but it’s certainly sustainable when harnessed by a powerful, surrounding consumer base.