Why Should Mobile Marketing Be Your Number One Focus?
Mobile marketing is fast becoming the most effective channel of communication for brands as customers continue to show fondness for fast and convenient experiences. Read what experts have to say about the future of mobile marketing.
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Until a few years ago, magazines would ask celebrities in interviews: “What are some things without which you would never leave home?” And they’d say something like their credit card, wallet, and car keys. Present day, pose the question to almost anyone, and the answer will almost always be – their mobile phones. Mobile phones have your credit card app, your e-wallets, facilities for booking a ride, and then some more.
Mobile marketing: The next channel for customer service
Not only do customers increasingly prefer using their mobile devices for engaging in purchases and online experiences, they want the convenience of post-purchase communication on the same medium. Customer service is digital and fast. And brands that don’t portray these primary characteristics in their work, are fast losing customers.
Increased mobile penetration
“Considering that more than 99% of the population in the UAE are internet users and spend an excess of 4 hours on average on mobile, it’s not surprising to note that personalised mobile experiences are the future of customer service,” says Sahar Khan, Director of Marketing at Bayut.com.
It is also more measurable, with detailed reporting metrics, making it easier to keep track.
Personalisation
“With advancing technology, users increasingly expect personalised experiences,” says Mahek Punjabi, Marketing Director at InstaShop. At InstaShop, she says, users can discover top recommended stores and products based on their shopping history. Additionally, push notifications and social media ads tailor content to their preferences.
“These customised recommendations significantly enhance the customer journey, resulting in increased satisfaction with the app,” she adds.
Customer service on-the-go
Widespread mobile device usage makes mobile marketing an efficient channel for customer service for providing convenience and interactivity. “Whatsapp for Business, for example, has made it very easy to offer customer service on the go, in a medium that most users are comfortable with,” says Khan.
Instashop exemplifies timely support and assistance with features like “select product replacement,” suggesting alternative items when a desired product is unavailable, or the ability to add items to their basket even after placing an order. “Most apps facilitate real-time communication between users and customer service through push notifications, chat, or in-app messaging. This direct line of communication enables users to easily reach out to the contact centre, shops, restaurants, or delivery riders for inquiries or special requests, streamlining the process and ensuring swift issue resolution,” adds Punjabi.
No human intervention
Bayut recently launched a help centre for its B2B clients to help them navigate the various aspects of listing management at their ease and convenience, without any human intervention. Being able to easily respond to messages, ask questions or provide feedback through mobile channels fosters a two-way dialogue.
“Take the car buying experience, for example. Someone purchasing a car is bound to have numerous questions and concerns regarding the process, financing, insurance, inspection and so on. On dubizzle, we have enabled our chatbot to answer these questions and even offer customers the convenience of being able to book test drives and inspections through the chatbot. It’s almost like having your own relationship advisor, helping you make well-informed decisions,” adds Khan.
Scaling mobile customer experiences: Challenges
Adoption of the right technology
“People have different needs and desires when it comes to their personalised experience from a particular brand. With data being readily available, we’re able to tackle this challenge by looking at the majority of our users’ preferences, while still trying to take care of the minority in the best manner possible,” says Khan.
Multiple technological platforms
Catering to multiple devices is crucial to ensuring presence everywhere. “Building and maintaining a consistent, responsive experience across these platforms can be resource-intensive and need multiple rounds of testing and feedback,” says Khan.
Further, developing and optimising mobile experiences can be a complex process with a wide array of screen sizes and operating systems. “This diversity can complicate rolling out app bug fixes or new versions, requiring careful attention to ensure a seamless user experience for all,” says Punjabi.
Balancing privacy and personalisation
Scaling mobile experiences demands complying to data privacy regulations of different geographies. For instance, in markets like Greece, InstaShop adheres to GDPR compliance. “Navigating these strict regulations can be challenging, as they demand careful handling of user data, which can affect the delivery of personalised experiences,” says Punjabi.
At Bayut, Khan shares how the brand hasn’t shied away from taking the necessary steps to offer a more secure experience to users. “We introduced our coveted Verified product last year on dubizzle. When you see the Verified badge on a user’s profile, you can be confident that their credentials have been vetted,” she adds.
Increasing ROAS with mobile marketing
Audience segmentation
To increase Return on Ad Spend (ROAS), it’s vital to understand the audience and their needs. Khan says this is the only way to segment and target your audiences so the right message reaches the right people. “These targeting metrics can include demographics, geography, income brackets, interest and various other elements,” adds Khan.
Appropriate messaging and optimisation
“With so much content on the internet, capturing your target audience with the right message, delivered in a succinct manner with a clear call to action, is crucial in creating engagement within the first few seconds,” says Khan.
Besides continuous testing of ad creatives and strategies, Punjabi adds that landing pages must be optimised for seamless user experiences. “Accurate conversion tracking is essential for making data-driven adjustments, and don’t forget to leverage retargeting campaigns to re-engage users who have shown interest but haven’t converted,” she adds.
AI’s crucial role in mobile marketing
Intelligent exploration with the use of artificial intelligence (AI) is enhancing data analytics for marketing teams. “AI can predict user behaviour at scale and create metrics on preferences based on historical data and current trends. Marketers can use this information to anticipate user needs and deliver the right offers at the right time, enhancing the user experience and boosting conversion rates,” says Khan.
Punjabi also vouches for the use of predictive analytics in anticipating user behaviour. “The ability of AI to analyse extensive user data enables highly personalised content, tailored product recommendations, and advertisements, boosting sales and enhancing customer engagement,” she adds.
AI is also being introduced by the likes of Google and META for paid campaigns, shares Khan, for example, “Performance Max (pmax) campaigns by Google and Advantage Plus by meta are AI-based products that can reach audiences at scale and drive good performance.”
Increasing customer lifetime value
Anticipating users’ needs
A customer chooses to stay with a brand when their needs are met with the brand’s services. The greater the user satisfaction, the higher the customer lifetime value. Khan puts it perfectly, “It is a two-way street.” The customer must get consistent value from the business, and in turn, the business must get consistent returns from the customer.
In order to create this balance, says Khan, “It’s crucial to have detailed analytics set up to really understand each customer’s needs and identify the challenges they face. This can also help in segmentation, hyper-personalisation and predictive modelling to anticipate future needs.”
To successfully transition into mobile marketing, it is essential for businesses to prioritise user privacy, provide value to customers, and continually adapt their strategies based on customer feedback and emerging technologies.
