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Mobile marketing is the process of targeting an audience through their mobile devices, usually a smartphone and/or tablet. This type of digital marketing includes reaching audiences via a whole host of different mobile channels. Typically, these channels include in-app messages, push notifications, and email.
Digital marketing campaigns can incorporate a variety of different mobile channels at once. By making use of integrated mobile marketing strategies, marketers can acquire new customers, send them personalized notifications and improve customer lifetime value.
The most effective mobile marketing campaigns tend to include a number of different layers, every one of which should be informed by data.
Firstly, there is analytics: mobile marketers can use an integrated dashboard to measure key performance indicators (such as app downloads and events), as well as more personalized data based upon individual user behaviors. This information allows teams to plan and implement campaigns that are designed to target their intended audiences, and minimize waste resulting from poorly targeted messaging.
Secondly, there is mobile messaging, which involves targeting customers through a variety of mobile channels including in-app messaging, push notifications and email.
Thirdly, there is mobile A/B testing, which helps marketers study the behavior of their target audiences by comparing two versions of the same content with different variables and measuring the results.
Using this data, as well as more personalized data from looking at customer engagement metrics such as purchases and abandoned carts, marketers can set up mobile marketing automation. This is an integral part of any effective mobile marketing strategy as it targets each user on an individual basis, sending them notifications based upon when they are most likely to convert.
Marketers might notice that a customer fitting a particular user profile is more likely to convert on weekends, for example. This information can then be used to inform more effective mobile marketing campaigns.
Campaigns can be set up to send automated notifications based on customer behavior, whether that’s by sending alerts about sales at a specific time of day, or focusing on days of the week when a brand knows its target market is more likely to engage with mobile messaging. When brands manage this well, they will find that customers are far more likely to convert, and the overall ROI of the mobile marketing campaign is therefore much higher.
Data is king for any effective mobile marketing strategy, which is why an integrated analytics solution is the most reliable method for viewing all your user data in one easy dashboard. Many marketers rely on third-party tools for their data, but this can be dangerous when integrating it with a push notification tool. For example, some third-party solutions may simply not be compatible with other features. This will impede actions like sending out personalized push notifications based upon customer conversion data.
For a strategy to be as effective as possible, data must all be in one place. Everything from customer profiles to campaign results should be easily accessible, and integrated with all required platforms. This gives marketers a better understanding of their customers. Moreover, they can also use A/B testing tools to make wider changes to a campaign, helping to better optimize it for conversions.
Studies have shown that 79 percent of us delete an app within one day of installing it. With effective mobile marketing automation, marketers can save time by setting up automated notifications based upon customer history, helping to improve conversion rates and increase revenue thanks to greater retention.
For more information on how to acquire, convert and retain your customers, check out Leanplum’s Mobile Marketing Strategies webinar.