mobile marketing - featured image

Choosing a Mobile Marketing Platform? Here’s What to Look For

Featured image by Paul Hanaoka on Unsplash

With mobile users reading an average of 50 push notifications to their phones each day, mobile marketing may be the way forward to reach your loyal customer base.

People use their mobile devices to open most of the emails they receive. They even open and read the marketing text messages they get on their mobile phones at an astounding 98 percent rate. In fact, your customers are using their mobile phones day in and day out. What’s more, 82 percent of them use phones to help them make purchasing decisions, even when they ultimately buy in-store.

A mobile marketing platform can help you reach customers where they are, and significantly boost sales. But what do you need from a mobile marketing platform? You’ll obviously need support for creating the most popular types of mobile advertising campaigns. You’ll also need to segment your subscriber lists, personalize emails to the individual customer, and more. Let’s take a look at some of the features you’ll need to make a mobile marketing platform work for your business.

Look for Support for the Most Powerful Mobile Marketing Campaigns

There’s not much point spending money on a mobile marketing platform that doesn’t allow you to create a full range of effective, popular mobile campaigns. Therefore, make sure you buy a mobile marketing platform that supports:

  • Push notifications from both websites and apps
  • Mobile email marketing
  • Text message marketing (also known as SMS campaigns)
  • In-app messaging
  • In-app news feeds

Different types of campaigns will resonate differently with different customers. Therefore, you need to make sure to have all options on the table.

Segment and Personalize Your Campaigns to Appeal to Customers

Customers today want brands to appeal to them as individuals. They want marketers to appeal to their interests. They want to feel like brands are engaging with them on a human level. Segmentation and personalization features in your mobile marketing campaigns can help you meet those expectations.

Segmentation allows you to split up your subscriber lists into different demographic groups. Then, you can tailor messages that will appeal to every member of your customer base. Conversely, you could be attempting to draw in everyone with a less-effective, one-size-fits-all message.

Personalization features allow you to tailor messages to each individual. Moreover, this goes further than simply addressing them by name. It also allows you to include personal account information, like rewards points balances, for example, in your marketing messages. In this way, customers feel catered to on an individual level.


Provide Cross-Channel Support for More Effective Mobile Marketing

Customers won’t remain in the same channel throughout the entire customer journey—not anymore. Today’s customers use their mobile phones for the most part to research marketing information about products and services. For example, they look up online reviews, engage with brands on social media, navigate to websites, and more.

Many customers will also complete the customer journey on their mobile phones. However, many will want to shop for items in-store or even go to the desktop site to complete a purchase or engage with their customer profile. Cross-channel support is a crucial tool that lets you stay with customers as they move back and forth through different channels on their journey.

Rely on Robust Marketing Analytics

It’s going to be difficult, if not impossible, to actually measure whether and how well your mobile marketing campaigns are doing without mobile analytics. You will need features that let you collect actionable data on your marketing campaigns. This is data you can analyze and use to improve your marketing efforts. The more robust the marketing analytics features, the better off you’ll be.

Make More Sales with AI and Real-Time Automation

Much of the value of mobile marketing lies in the urgency of the medium. Customers can often be swayed to make purchasing decisions in the moment, when they’re receiving discount notifications from shopping apps or text message deals from a favorite restaurant.

Therefore, you need your platform to be capable of engaging with customers in real-time. However, that’s too much work for human beings. You need automated AI tools that can reach out and follow up with customers in real time, and at any time of the day or night.


Rely on Mobile Marketing Platforms That Reach Customers Where They Are

Who isn’t practically glued to their smartphone these days? Mobile marketing platforms seek to reach customers where most of them always are—on their phones. When you choose a platform with the right tools and features, you, too, can make mobile marketing work for you.