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4 Tips to Maximize Your Mobile Marketing ROI – MarTech Advisor


Mobile marketing is fast emerging as the most powerful way to reach the always-on-the-go consumer. Companies need a strong mobile marketing strategy to execute profitable and productive mobile campaigns. Here are four sure-fire ways to boost the ROI of your mobile efforts.

It’s all about nuance in your communications and messaging for your mobile audience… to continually improve your mobile marketing, you need to work at understanding the differences between how mobile users and desktop users perform searches… they may be completely different audiences with separate requirements — or simply need less information when on the move. Track your different channels and analyze your personas, i.e. audience types to understand these differences. Then change your marketing messages accordingly to address their specific requirements based on where they are and how your communication can best be relayed given their location. Use geolocation technology when possible to best serve your mobile audience’s specific needs.

~Peter Gillett, CEO of Zuant

Mobile presents unprecedented marketing opportunities for today’s marketer. According to a Cisco Visual Networking Index: Forecast and Trends, 2017–2022 White Paper :

  • Mobile data traffic will increase at a Compound Annual Growth Rate (CAGR) of 46 percent.
  • By 2022, wired networks will account for 29 percent of IP traffic, and Wi-Fi and mobile networks will account for 71 percent of IP traffic.
     

Also Read: 5 Mobile Marketing Strategies to Drive More Sales for Your Business

The mobile landscape is brimming with opportunities for marketers. If you create the right kind of mobile content, apps and websites, and improve your overall strategy, you will connect with consumers. It is also important to tie your mobile marketing activities to revenue, to understand how your mobile efforts are paying off.

Here are four tips to boost your Mobile Marketing ROI:

1. Use Verified Data

Mobile marketing is all about sending a targeted message to consumers. For this, you need to carefully examine and analyze the data available on your customers. Analysis can be successful only on high quality, tested, and validated data.

Consider, for example, a local mall asks customers to take a survey, in which the customer identifies herself as a university student who earns $9 an hour, while in reality, she is a working professional with a salary of $30,000 a year. Similarly, none of the data you gather from social platforms, email providers, shopping sites, etc. is tested or validated.

Marketers should therefore focus on gathering data that is verified to have accurate customer information. For example, data collection from loan departments of banks, telecommunications companies, insurance providers, etc. go through verification checks to establish true customer identity.

Once this identity is established, you can send precisely targeted messages to your potential customers, which can result in increased conversions and eventually better ROI.

2. Segment

In addition to verified demographic data, appropriate segmentation of your customer base will help you identify customer needs better. How then do you effectively segment your customer base? Try these three tips:

  1. Use segmentation tools and services to group customers based on their gender, education, interests, income, lifestyle, location, etc.
  2. Use data from customer purchases such as purchase amount, items purchased, payment method, address, and device (or location) used for making the purchase.
  3. Use telecom data to segment customers based on clusters of URLs visited while searching for products or services. This will help you target people with strong intent and interest in your services.
     

Also Read: SMS to the Rescue: Three Key Mobile Marketing Tactics

3. Personalize

Mobile marketing helps you reach the consumer at any time and place. The message you deliver must be designed to be engaging, interactive, and customized to fit their individual needs. This will drive conversions and hence net you better returns.

Here are some of the factors that can impact personalized mobile content, messaging, and advertisements:

  • Location-based marketing can be used to create a targeted campaign for a location-specific audience, based on proximity, or contextual targeting based on history and customer behavior. It helps you reach out to customers in real-time and enhance customer experience. You can use geotargeting to push local offers, personalized discount codes, promotions, etc. Geofencing, on the other hand, helps you target customers within a radius of a particular location. This is generally used to target customers around your competitor’s store or to attract customers when they pass by your storefront.

    For example, you can use a customer’s location history to identify their routine activities and offer them a morning breakfast discount coupon when they pass by your sandwich shop on their way to work.
     

  • The frequency of visits to a website demonstrates visitor intent. For example, if a new visitor is contemplating buying from you, you can send a text message with a first-order discount coupon. A regular visitor may be offered a loyalty discount or an anniversary gift if you have data on their orders or personal information.
     
  • Search preferences, buying patterns, are telltale signs of what a customer is looking for. This data can be used to serve recommendations to them.
     

4. Attribute

The pathways that lead to an app install or a conversion are complex. Once a new user is acquired or a purchase is complete, marketers must determine the most effective channels, impressions, and ad clicks that drive conversions.

Analytics and attribution software allow you to evaluate campaign performance to measure the impact of various touchpoints across the customer journey and help identify which sources generate maximum value at each stage of the funnel. Attribution can help serve as a guide to decide on appropriate budget allocation for your mobile activities.

Also Read: Running Marketing Campaigns with Attribution and Accountability

Conclusion

Mobile marketing allows brands to connect with customers in near-real time. An effective mobile marketing strategy includes creating relevant content, targeted messaging, and personalized experiences to drive engagement and to identify what works best for your business. Follow these tips to improve the ROI of your mobile marketing efforts.

What are your tips and tricks to boost mobile marketing ROI? Tell us on Twitter or LinkedIn or Facebook; we’re always listening!

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