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5 How-tos for Making Mobile Part of Omnichannel Marketing

August 25, 2014 By Len Shneyder
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All signs point to the uninterrupted growth of mobile as both the new platform and channel that will dominate marketing while acting as a springboard for deeper customer interactions. Mobile is no longer an "emerging channel" but part of the everyday parlance that brands and marketers have to engage in and understand to remain relevant.

Relevance, as it so happens, is the key to turning mobile marketing into a key component of a true omnichannel strategy. It's not enough to simply think and tout omnichannel; the key for companies is to integrate their data silos to make smarter decisions and remain relevant to their customers. Omnichannel doesn't necessarily mean you have every outbound channel at your disposal, it means you know how a customer interacts with you regardless of touchpoint and you can turn those interactions into a holistic picture of your hyperconnected customer.

Analyze Data Contextually
Context is the key to understanding and ultimately predicting a customer's desires. Knowing that an email or push notification has driven an open isn't enough in today's market. Knowing that customers swiped on a push notification to open an app during a timeframe during which they normally open communications in is the key. If that timeframe is during the morning commute, you can assume that they take public transportation and are open to inbound communications.

We're all creatures of habit and those habits have underlying contexts. Messages that don't take into account context, location, language and demographic are bound to fail. True omnichannel marketing is predicated on the idea that a regular cadence might not seem very regular at first glance. Delivering messaging via social, mobile, email and offline channels based on measured customer interactions within each of these channels will force a cadence that is customized to every customer.

Integrate the Mobile Silo
Lots of marketers perceive the biggest challenge to engage customers as the anonymity of the channel. A customer can download an app and use it without ever logging in. If customers make a transaction, then their identity can be captured and linked to a device token—thereby establishing the user's identity. And if the work has been done ahead of time, that can be integrated into a total customer profile.

However, this isn't the only way to identify and integrate a mobile audience profile with an existing customer database. Links in emails that prompt the opening of an app through the app store can carry over a user ID and help uncover mobile users. Marketers can incentivize their customers to log in and create mobile profiles with discounts and other incentives.

 

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