Holiday Digital vs. Bricks-and-Mortar: Creating Seamless Mobile Messaging
Numbers don't lie. Given that 60 percent of digital media is now viewed on mobile devices and mobile marketing spend is expected to reach $400 billion in 2015—it's clear that mobile marketing will become the primary channel for reaching consumers, especially as mobile devices become integrated into nearly every action consumers take—and every transaction they make.
That boon, however, also presents marketers with myriad challenges of converting their brick-and-mortar and online strategies to the mobile environment quickly and effectively, and in a way that satisfies consumers' demands for experiences that are seamless, relevant, unobtrusive and influenced by timeliness and their exact location.
What are the best practices for "in-location" marketing directly to consumers' mobile devices? And what best practices govern how, when and how frequently marketers should send messages to mobile consumers at a specific location, or as they're engaged in a specific activity?
Today's marketers can connect their digital/mobile campaigns and traditional brick-and-mortar initiatives by using consumers' mobile devices as the "feedback loop" that informs the process.
Marketers can use the rich behavioral information that's available from mobile devices and their users' activities to tailor, test and deliver messages to the right consumer at the right time and place, and in the right format, based on what is known about their particular type of phone (or operating system) and its location. And if device-specific data is enriched by consumer data that's already available to the brand, marketers can create even more contextual and personalized mobile messages based on consumer preferences, brand activity, rewards status and more.
Rewards, Relationships and Relevance
Building the bricks-to-digital bridge is critical, because consumers' increasing willingness to interact with marketers on their mobile devices influences what they do, according to the "Global Mobile Behavior" 2013 report by Millward Brown (opens as a PDF). The report points out that rewards, relationships and relevance are important components of mobile messaging campaigns, keeping consumers engaged and less likely to tune out or ignore the message.