When something becomes commonplace, the issue of predictability follows. This is true of mobile marketing, so rather than falling victim to increasingly-stale practices, check out a five tactics you need to avoid like an infectious disease:
A ‘Narrow’ Approach
Thinking of mobile marketing solely in terms of apps and the mobile web is a big no-no. Earning a spot on the app home screen is something that takes time and a heck of a lot of strategy, as consumers are all about context-aware experiences rather than basic mobile websites or subsequent advertisements. “Mobile wallet” is a great example of being context-aware, as the mobile wallet that is Apple Passbook allows users to store loyalty cards, assorted offers, and more. Saving something to a mobile wallet is less stressful than waiting for an app to download, and by assisting the consumer in some way, said consumer is more likely to engage.
The new Messenger for Business is another fine example, as it allows brands to communicate with consumers through private chat threads.
Rather than creating channel-specific databases featuring customer insights, brands need to work on single profiles of customers that utilize data from all channels. This creates an “omnichannel experience” that seamlessly moves between various touchpoints.
Robots, Not Humans
Relying on people instead of robots or automated systems for in-store support and interactive chat has become an archaic practice. Human employees get distracted, or feel ill and therefore not up to proverbial snuff. Brands must therefore focus on centralizing the rules of engagement in the cloud for customer support. For example, Lowe’s recently replaced people with robots in their stores to assist in shopper needs, such as finding products, with great success.
Implicit and Explicit Intent
While marketers are contextualizing user experiences by location, they’re completely missing user implicit and explicit intent. For example, just because a man is walking through a makeup boutique doesn’t mean he should be sent a coupon for $5 off select mascaras. Understanding user intent in any given moment is imperative, as it helps brands accomplish their goals, i.e. providing the correct experience, function, or content.
Picking and choosing the right time to “strike” is another necessary component of mobile marketing. Just because people enjoy receiving texts from friends doesn’t mean they’ll find a constantly-chirping phone fun to deal with. Showing restraint is therefore essential, and brands must resist the urge to inundate customers with offers and deals, no matter how spectacular. What they must do is find the right times to “strike,” and enjoy the rewards that follow.