With new mobile technologies and platforms emerging every day, businesses are faced with the constant question: Are we using all possible mobile marketing capabilities effectively? Chances are, not as much as you could and should be.
Since 64 percent of adults and 89 percent of young adults currently are smartphone users, according to Pew Internet research, brands absolutely have to incorporate mobile into their marketing strategy to stay relevant.
However, it is important to integrate mobile in a thoughtful and deliberate fashion, not simply adopt technologies for the sake of the new or the trendy.
When it comes to choosing the right tactics for a business-to-consumer marketing strategy, the amount of options can make the space feel over-saturated and overwhelming.
Adopting a vast array of tactics can actually create disjointed messaging for brands, ultimately resulting in rising increasing costs that decrease ROI.
Customers become more confused as brands are diluted by extending themselves across multiple channels.
Businesses need to consider every aspect of the customer experience to build stronger connections with their customers and create a relevant, engaging and loyalty-building environment.
Mobile is just one of these aspects and, when done right, can be immensely effective in allowing brands to reach and generate loyal customers.
Advances in easy-to-use technology and the prevalence of smartphones have made integrating mobile into a strategy easier than ever.
Below are four ways to get your customers to engage more with your brand.
1. Integrate with other media platforms
Before you start to think about content, think about how to connect.
Counting on customers to open your application or engage with your brand just because they walk through your doors is a crapshoot.
Proactively pushing content via beacons can certainly create some awareness, but pushy is not always the best surprise approach.
Inviting customers to engage by interacting with your background music through familiar applications such as Shazam or promoting mobile value through interactive digital signage content creates an integrated and more immersive experience where mobile engagement becomes a natural part of the total customer experience.
And do not forget your employees. Staff should be well versed in your mobile experience and encourage customers to join in.
2. Offer more ways to purchase
Smartphones offer many different opportunities to engage customers. Think of phones as a one-stop shop. Sending marketing messages via phone is effective, but it does not always lead to a purchase.
Help boost mobile engagement and make your messages more appealing by providing customers with an easy way to purchase items or save products to a wish list.