Matching the Content to the Customer in Direct Digital Marketing, Part 1
Recreational travelers may not have as strong a need for a fast check-in app. Plus, they may not be as likely to own a feature-rich smartphone. As a result, targeting recreational travelers with a similar app may not have the greatest reach. Instead, the airline may better reach recreational travelers with SMS alerts, text messaging them their gate number and on-time flight status.
Given the latest data from Pew Research, more adults are spending an increased amount of time sending and receiving text messages. If you’re targeting consumers over the age of 40, it may make sense to implement an SMS or text-to-call program.
Having a unified mobile approach in place makes it easy to get in the marketplace and reach key customer segments with useful, relevant content. This approach typically contains the following building blocks: native SMS, device-optimized mobile web, an app strategy and/or the ability to easily deploy a hybrid app.
As mobile technology continues to evolve, marketers are faced with a myriad of mobile tactics for reaching and engaging consumers. But no matter the channel used, putting the consumer first remains paramount to getting the best results.
In the second and final part of this series next week, I'll discuss how to create an effective mobile strategy.
Related story: 3 Reasons You Need to Build an SMS Marketing Campaign