Mobile marketing must engage the customer.
As mobile usage continues to increase, more and more brands are looking to utilize mobile marketing to its fullest effect. Without a doubt, mobile marketing must be a part of any company’s marketing strategy.
Back in April, Pew Research showed that “64% of American adults now own a smartphone of some kind, up from 35% in the spring of 2011.” Smartphones, Pew goes on to say, are, for many, the onramp to the internet world.
While mobile marketing is necessary, marketers must never forget that mobile marketing isn’t only about mobile marketing, but it’s about engaging the customer. Mobile marketing is about the customer. Although mobile marketing is very different from traditional marketing, the core principles of marketing still apply, one of which is to know the customer.
Marketers must always know who their customer is, which means knowing or anticipating what the customers wants and expects through interacting via a mobile-friendly website. Intelligent marketers grasp the fact that a mobile device is only a bridge to the customer. When creating a mobile-friendly site, marketers will take into account how the customer browses and shops, thereby seeking ways to make that experience more enjoyable.
Marketers can do this by fully understanding the kinds of experiences their customers will encounter. After all, marketers themselves are customers who also shop, and they will have their negative mobile experiences to reflect upon. It’s also important to remember data is not the most important thing in mobile marketing. Data is all well and good, but what’s the use of gathering as much data as you can without enhancing the customer experience?
It is also vital to understand that there is no one way to do mobile marketing. Each customer is unique, so mobile marketing will be a customized experience for each consumer. This isn’t to say that the mobile-friendly site will be different for each person. More and more, marketing, especially mobile marketing, is becoming more personalized.
Smart mobile marketing is customer-centric, not mobile-centric.