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Growth through mobile marketing means finding customers in the right places and targeting them with a highly personalized strategy.
The mobile industry is unpredictable, especially as marketing techniques evolve with technology. The impact of the COVID-19 pandemic and increased digital adoption have shaped today’s most popular mobile marketing trends.
Customers are used to an onslaught of weak marketing campaigns. Single messages and “we miss you, come back” campaigns are no longer effective. Brands must use numerous touchpoints to reflect customer behaviors so that marketing messaging is loud and clear.
Let’s talk about some of the best mobile marketing platform strategies for 2023.
Customer values have shifted, and today’s customers expect a mobile-first strategy from the companies they love. A mobile app is crucial for many consumers, but how customers use it is a unique experience for each individual.
As third-party cookies fade from view, mobile apps become essential tools for businesses. Apps are helpful for customers because every message is personalized based on their engagement within the platform. They are fed content they like and can easily make in-app purchases.
That means that apps are also essential for marketers. Brands can now leverage zero-party data and customer behavior analytics easily. Marketers can then apply this information to optimize their content, products, and mobile apps.
Consider these mobile marketing facts:
It is evident from these statistics that mobile marketing is essential to business success for 2023 and beyond.
Tech tools evolve quickly, so keeping up with marketing trends is essential for companies with mobile platforms. Here are five mobile marketing strategies you should use in 2023:
The app market is becoming increasingly saturated, and more businesses are beginning to see the value of driving daily app engagement to retain customers.
Apps geared towards booking events, buying tickets, or setting appointments don’t see the same DAU stats that fintech and other apps achieve. Settling on low daily active customers and relying on email marketing, website engagement, and advertising to acquire and retain customers is bulky and ineffective.
OYO Hotel & Homes has a great example of how to drive daily engagement with a business where customers aren’t seeking it out daily. As a hotel and room booking app, customers weren’t likely to engage unless they were traveling or looking for a stay. To change that, OYO created a program to drive daily engagement using quizzes to allow customers to interact with the app regularly.
One of the best ways to improve your product offerings is to apply customer feedback. The good, the bad, and the ugly can all be used to gain valuable product insights, make improvements quickly, increase cash flow, and make more profits. One way that businesses are taking advantage of customer feedback is through sentiment analysis.
Sentiment analysis is a natural language processing approach to analyzing contextual data extracted from customer reviews, comments on social media, and other content about your business. It’s a way to turn qualitative terms and information into actionable data automatically.
For example, Avast has employed several tactics for retrieving customer feedback and preventing churn. They collected customer feedback at several points in the customer journey, including a final feedback form for recently canceled accounts.
With the help of sentiment analysis, they could quickly analyze and understand trending reasons for cancellations. Changes were implemented faster than before, helping them achieve a 6% recovery rate and improve customer retention.
Personalized experiences reign supreme. Segmentation is a great way to increase the personalization of your marketing campaigns, but behavior-based targeting is having a moment.
By learning about your customers through their actions online, you can provide them with highly personalized experiences that they can’t ignore. Brands that have deployed behavior-based targeted marketing methods have improved conversion rates by 20% regarding push notifications.
There are many ways that marketers can implement behavior-based targeting. For example, offer content based on their previous likes, identify your customer’s behavior and send email messages when those behaviors are triggered. Discover how consumers enjoy interacting with your brand and lean into that.
Don’t waste time and effort on mobile marketing campaigns without having clear goals. In addition to segmentation, enhance your mobile marketing strategy with targeted personas, trigger marketing, and customer-focused engagement.
Top performers understand that a consistent pipeline is critical to continuous sales success and bringing in more money. For example, the best mobile marketing platforms help businesses focus on each customer concerning their intent instead of closing deals and meeting sales goals.
One way to hone your mobile marketing strategy is to flip your sales funnel upside down. Determine what your audience’s behaviors are before you map the process. Optimize the customer journey so that systematic or psychological barriers are a non-issue and your brand can be heard loud and clear.
Revenue recovery tools are essential for mitigating instances of involuntary churn. These are frustrating events that cause significant friction on the customer’s end. Next-gen mobile marketing apps incorporate intelligent automation to reduce involuntary churn and customer friction.
A centralized mobile marketing platform that provides actionable insights to help create end-to-end customer success campaigns also gives organizations unmatched visibility into their customer’s needs and experiences.
Azadea Group increased sales by 45% by moving to a unified customer data strategy. AI-powered tools analyzed the data to develop specific segments with personalized engagement journeys and orderly workflows. With specialized recovery and automatic updater tools, they also achieved a 50% increase in conversions from abandoned carts.
There is no one-size-fits-all strategy for a mobile marketing approach. But there are many techniques that companies are taking advantage of to increase the number of daily active users, app engagement, and of course, sales.
According to Mckinsey, a data-driven marketing strategy that shifts content to channels with higher returns can help brands lift ROI to 20%. That’s why finding the right tools is essential for building sales funnels with effective customer journeys.
Driving engagement, leveraging sentiment analysis, and using behavior-based triggers are trending mobile marketing techniques proven to increase customer retention and elevate brand strategies for the Digital Age.
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