Keeping it Relevant: Simplifying Your Mobile Marketing Initiative

Written on
Aug 28, 2014 
Greg Hoy  |

Mobile has changed the game for marketers – it’s more personal than ever. It’s no longer acceptable to be a bullhorn of a company, blasting out messages without taking in to consideration the consumers interests or what they have opt-in to. Content must be a two-way street. Marketing must start with relevancy as its first and last goals. Otherwise you’ll lose your customer.

It’s clear the way consumers engage and make purchases is changing, causing marketers to find a way to interact with them in a personalized and relevant way.

If you aren’t currently engaging your customers through mobile marketing, consider the following:

  • 90% of text messages are opened within the first 90 seconds of arrival.
  • Consumers check their mobile devices an average of 150 times a day.
  • 1/3 of US mobile users prefer brand offers via text.
  • 70% of users consider SMS messages valuable
  • 23% conversion rate for SMS marketing

Even when you take those data points in to account, it doesn’t guarantee marketing success. If your messages don’t resonate with consumers and motivate them to act, then your efforts are pointless.

Here are six tips for writing marketing texts that get read and produce results:

  1. Identify yourself.
 It’s essential that you clearly identify your business or brand to avoid getting the spam treatment. This is one sure step in not getting your message automatically deleted or even worse losing the customer to an opt-out.
  2. No fluff. Your text message should be clear and focused. There’s no room for fluff in mobile marketing. Know who your target audience is and speak directly to them.
  3. Offer something of value. No one wants to receive texts from a company unless the messages offer something of immediate value. Because text messaging is an instantaneous medium, you should include real-time offers. Whether you’re providing information about a sale or a new product, the message should describe the benefits of acting now.
  4. Avoid getting an immediate delete.
 If your text message looks like spam, consumers will delete it without giving it a second thought. Avoid anything that comes across as too promotional. That includes marketing hype like “amazing” offers, slang and text abbreviations.
  5. Personalize it or risk an opt-out. Consumers can handle email clutter, but when it comes to the text messages they receive they are not as forgiving. Instead, make recipients of your texts feel like they’re special and have qualified for an exclusive promotion. Otherwise, they are at risk to opt out of receiving any future texts from you.
  6. Track conversions. Make sure you’re tracking conversions on an individual basis.  Knowing what struck a consumer’s fancy should be leveraged for future mobile communications.  Segmenting your offers by what’s most likely to cause a consumer to move to purchase will move the needle on ROI.

Personalizing your mobile interactions will immediately increase consumer engagement and loyalty with your brand. Mobile marketing and advertising, done with personalization and relevancy in mind, has tremendous potential to reach customers on devices that they always have within arm’s reach.

Greg Hoy is the vice president of mobile solutions at Hipcricket, Inc., bringing over 12 years of mobile industry experience to the company. In his current position, Greg is responsible for the vision and strategy to deliver consumer experiences that increase mobile engagement and lifetime value across mobile messaing, mobile websites, social media and branded apps for Hipcricket. Prior to joining Hipcricket, Greg held a senior product management position at Motricity where he played a key role in market positioning, strategy decisions, and the overall product strategy for their mobile search and messaging products. Greg’s mobile pedigree also includes product and program management roles at AT&T and Dwango Wireless. Greg holds a master’s degree in business administration from the University of Washington, and a Bachelor’s degree in Asian studies from Western Washington University.

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