These days, many people use their mobile phone continuously through the day and it is never far from their side. It makes sense for marketers to use this knowledge to build a strong and loyal customer base. It’s a perfect chance to show off how mobile messaging improves brand loyalty.
In this article, we explore how you can build a successful mobile marketing campaign in your business.
Purposeful Text Messages
SMS can be a powerful marketing tool for businesses. Overall, they are immediately read and are a familiar and ingrained feature on our phones. Research from the Data & Marketing Association has revealed that 90% of SMS messages are read within 3 minutes and 98% will be read on the same day. This gives businesses confidence that most of their customers will at least read the message, unlike some other marketing tools.
From a customer point of view, SMS campaigns can offer useful information about your services and products. They are normally one-way and do not require the customer to reply. They can be used to update delivery and confirm an order or appointment.
“Businesses can use SMS to send out information about a hot promotion, or time-sensitive offer, or just to touch base every few months,” says Erica Jude, a marketer at Reviewed and Academized. “Because it is direct communication, it helps to build a bond with customers in a similar way to the one-to-one communications we have with family and friends.”
Because it is direct communication, however, it is important that you do not over-do it and annoy your customers. Keep it simple for your customers to stop receiving SMS messages from you if they choose to.
Personalized Push Notifications
If your business has an app, push notifications can be used to communicate with your customers. These are messages sent by the app when it is installed on the customer’s phone. They are normally used to re-engage customers who might have stopped using your app or to lower churn rates.
As well as these benefits, they can also be useful at encouraging regular use and brand loyalty. This is because push notifications have the ability to be highly contextual and personalized – reaching your customer at the perfect moment.
For example, a weather app might send a push notification to warn users about changes in weather that day, or a movie-streaming app might send a notification to inform users of a new season of a show they have watched before. If push notifications are used correctly and offer real value, then they are likely to encourage engagement and improve brand loyalty. In a study by Localytics, consumers who enable push notifications for certain apps have a 53% higher engagement rate than users who had them disabled.
When users are actively engaged with your app, it is possible to send in-app messages which are displayed on the screen. These can be a fantastic way to reduce churn rates and to improve customer engagement. These types of communications are usually used to help the user to learn how to use an app or its features, so they can reduce frustration and abandonment by the user.
Eventually, in-app messaging can be used to let consumers know about special promotions or new features. Unlike push notifications, the in-app messaging can be customized to the content itself and the reason for delivery.
“One really cool tactic for marketers to use is geofencing,” says Adam Gomez, a content manager at Essay Services and Assignment Writing. “These enable you to send relevant text messages to customers when they are within a certain radius of one of your shops or outlets. So, for example, when a customer walks past your shop, you could send a text message with an offer, like bait, to draw them in.”
With all these communications, it is vital that you make sure that the message is welcome and timely. If you over-do it, it may annoy or frustrate the consumer. You will be able to gauge this by measuring your subscriber growth, opt-out rate and offer redemption rates. With the right level of personalization and timely-delivery, you can use these tools to build trust with your customers and keep them engaged, happy and coming back for more. These are all reasons that mobile messaging improves brand loyalty if done right.
Guest Author Bio:
Aimee Laurence, a professional writer for Big Assignments and Custom Paper Writing Service UK, is also a mother of two children and enjoys reading, attending business courses and traveling. Also, Aimee teaches brand building at Assignment Help Australia.