There was a lot of discussion about incorporating mobile into the marketing mix in 2015, but just how important or effective can a mobile-marketing strategy be? A study by the Aberdeen Group’s Omer Minkara demonstrates the performance gains that can be achieved with well-planned strategies that incorporate precision push-notifications, an effective use of data, and regular performance assessments.
The key findings are outlined below, however, the full report can be downloaded for free from Aberdeen’s website.
The figure above speaks for itself. Across every metric, the companies with mobile touch-points are seeing much better results than those without. From these findings, adding a mobile element to your marketing strategy is a no-brainer, but what if you’ve already started? You’ve got the mobile optimized site, perhaps even an app, but what comes next?
Marketing 101 is all about targeting the right audience with the right message. Precision push-notifications refers to sending messages that are timely and context sensitive. This is the difference between pushing a mass message to every person on your marketing list and pushing a personalized offer to customers when entering your venues geo-fence.
The more data the better, but at the most basic level, being able to segment your users by age, gender, visit frequency or product preferences and then message them accordingly will increase your probability of success.
We all know the importance of benchmarking, split testing, and optimizing. The same rules apply here. Figure out what works best, and then continue tweaking it for even greater results. The main key performance indicators (KPIs) being open rates for messages and redemption rates for coupons.
If you haven’t thought about incorporating mobile marketing into your strategy, then you’ve probably already fallen behind the competition. If you have invested in mobile, then maximize your efforts with precision push notifications powered by data. Finally, establish your benchmarks, split test, and optimize your campaigns not once, but on an ongoing basis to ensure future success.