Personalized mobile marketing: Gaining a leading edge
Over the last five years, there’s been a huge spike in smartphone users, reaching 6.4 billion in 2021. With a further increase predicted, this number is expected to grow to seven billion in 2024 (Statista, 2021). The proliferation of mobile usage, together with the unprecedented digitization in today’s work climate, has changed the way businesses are seeking to reach their target audience—and, more importantly, how to stand out against the competition.
In the marketing world, personalization plays a vital role in this mobile-first growth. Although mobile marketing is a relatively new concept, it has been proven to deliver personalized experiences beyond email marketing capabilities, driving potential and existing customers to your business directly from their smartphones. Companies now have a handful of cross-channel marketing tools to fully engage with their buyer personas and build more efficient marketing strategies.
Let’s take a closer look at how you can leverage the benefits of personalized mobile marketing for your business and start setting yourself apart from competitors.
Existing and potential customers receive an endless array of promotional ads and text messages daily, usually drowning in their phone’s inbox. To make your messages stand out, you must go beyond simply adding a first name field and actually seek a connection with your target’s surroundings.
By pulling relevant information such as location, weather, time zone, and even previous purchasing habits, you can personalize your content and demonstrate that you fully understand your customer’s needs.
Let’s take a coffee shop, for example. Suppose a customer opted for SMS messages and previously ordered a latte at 7 am on Monday morning. In that case, the local shop can send a message to remind them the following day, just before 7 am, to buy their latte. The coffee shop can also decide to reward their customer’s loyalty, and offer a discount on some purchases. This keeps the brand at the top of a customer’s top of mind.
The key to reaching this level of personalization within mobile campaigns is to gather and use relevant information from your subscribers to deliver a message that conveys value to them. Use this data to send a timely SMS message based on your customers’ needs and start building meaningful connections and boosting customer engagements.
Personalized SMS Landing Pages
Getting someone to notice your brand is one thing, but converting a typical visitor to a lead is a whole other task. Since everything is mobile nowadays, you should ensure that your customer journey, from SMS to content-tailored landing page layout, is mobile-friendly and easy-to navigate. This means that you must be mindful of your visitor and keep texts short, attractive, and to the point, all while displaying a design that’s intuitive and easy to follow.
The landing page is the door to your business, where you’ll be able to get more subscribers and potential sales, so it’s critical to leave a good impression and communicate clearly. Make sure the fields are clear, the buttons for the call to actions are visible, and most importantly, the text is easy to read.
Behind the landing page itself, marketers can segment the information coming in, grouping the data by service or product-specific needs and time zones, for example. Landing pages are key tools to deliver valuable content in personalized campaigns, so make sure there’s a clear call to action, and your leads understand the value of subscribing to your business.
Mobile marketing in all its forms can sometimes be invasive and often ignored if the message doesn’t grab the reader’s attention within 8 seconds. The human attention span is constantly shrinking, making it increasingly challenging for marketers to engage with audiences amidst incoming calls, texts, and app notifications.
But a personalized SMS campaign will help ease this pain and communicate your message to the right audience with an almost 100% Open-rate. Now, this means that your message has been delivered and read, but is it optimized? Using strategies such as content personalization in SMS and landing page format, as mentioned above, will make your target audience feel like they’re having a personal conversation in real-time and most likely convert to a lead or customer. The greater the connection you can create with your potential customer, the greater value you’re delivering and increasing your sales.
Personalized mobile marketing doesn’t have to be intimidating, and Mobiz is here to help. Our easy-to-use platform empowers users to create and send code-free, personalized landing pages and mobile campaigns via SMS that are sure to deliver effective results.