How to Increase Mobile Engagement, Retention and ROI
In 2007, Apple started a revolution — not just in communications, but in marketing. The iPhone's launch turned mobile into the most talked-about marketing topic by making clear the limitless possibilities of "smart" mobile devices as channels for communication between brands and their customers.
We may not be there quite yet, but the day mobile becomes a fundamental part of every marketing campaign is fast approaching. This really hit home when I saw the results of a May 2013 study released by the Mobile Marketing Association and IHS Global, which revealed that mobile marketing spend will reach $10.46 billion this year and $20 billion by 2015 — and that's just in the U.S. alone.
But that's not all. The researchers also found that even as brands are increasing their mobile investments, their marketing impact ratios are holding steady, meaning that returns aren't diminishing.
It's true that mobile marketing is on its way to inevitability. However, at this point, there are still many marketers who are struggling with the complexities of simply getting started. Some haven't made the leap to mobile messaging because they're afraid to be seen as spammers, while others are still unsure of the return on investment.
That's why OtherLevels recently launched a three-part educational webinar series, Maximizing Mobile Messaging, to help guide marketers through the specifics of developing and implementing an intelligent mobile strategy.
I'll be condensing the topic of each webinar for eM+C.
Our first session on June 20, Intro to Messaging Types, delved into 10 of the mobile messaging formats in widest use today as well as how each format is being used to drive engagement and conversions.
For most of mobile marketing's history, brands have reached consumers either through SMS on feature phones or mobile email with the earliest mass-market internet-connected devices. Two years after launching the iPhone, Apple introduced the push notification — i.e., messages that pop up when an app isn't in use to prompt some kind of action.