Predicting mobile engagement rates can be a tricky proposition.
Mobile engagement is critical to a successful campaign, and learning how and where to insert CTAs (calls to action) can make the difference in an outstanding ROI versus flat results that don’t prove to be worth the investment in time and money.
[LISTEN: Mobile + Loyalty = Impressive Marketing Mix – PODCAST EPISODE]
The proper use of mobile ads platforms is fairly straightforward. It really is a product that presents the opportunity to engage and interact with current customers – as well as prospective, new ones – across a wide variety of digital platforms and enables you to tie together a campaign that encompasses multiple products such as social media, email, SMS, and so on.
Mobile wallet ad campaigns are really a drop in the bucket, cost wise, compared to a lot of other types of advertising. Mobile wallet campaigns are also GDPR compliant, in case you’re doing business in the EU or other venues with strict privacy laws.
How can you improve your mobile engagement numbers with your current marketing collateral?
Unlike email marketing, or other broad spectrum advertising, mobile wallet campaigns are permission based from the start.
Users have opted to put your collateral into their mobile wallets. It’s also possible to insert an age verification screen into the process, or even a location based type of confirmation – based on zip code or similar – so if you happen to be marketing a product that’s restricted based on age or location – something like the cannabis industry on occasion – then you’re already covered here, just by using the built in options in the platform.
How easy is it to insert CTA’s into your mobile engagement marketing materials?
If you are using a CMS like wordpress, for instance, the easiest and most obvious way to get your URL for your campaign passes on your site is through the use of widgets. You can then translate this into mobile engagement moments inside your processes.
Craft your verbiage in a way that lets your user know what sort of direct benefit they will receive from adding the pass – whether that’s “find out first about great deals and promotions” (especially if you’re doing a loyalty or rewards element in your campaign, or you use the mobile wallet to manage your loyalty or rewards program), or whether you are doing a “customer service” type of pass and want to make sure they understand that you’re helping to simplify communication and contact for them.
The Power in Your Pocket: How Mobile Engagement Drives Consumer Traffic
In today’s hyper-connected world, mobile devices are no longer just communication tools; they’re gateways to information, entertainment, and yes, even shopping. This constant connectivity presents a golden opportunity for businesses – mobile engagement. By strategically engaging consumers on their phones, businesses can cultivate brand loyalty and ultimately drive valuable consumer traffic to their online platforms or physical stores. Here’s how mobile engagement fuels the engine of consumer traffic:
Building Relationships: From Passive Scrollers to Loyal Fans
Mobile engagement goes beyond simply sending notifications or bombarding users with ads. It’s about fostering a genuine connection with your audience through their smartphones:
- Personalized Experiences: Leverage user data to personalize the mobile experience. Recommend relevant products based on browsing history, suggest nearby stores based on location, or offer exclusive deals tailored to individual preferences. This creates a sense of value and fosters brand loyalty.
- Interactive Content is King: Move beyond static ads and embrace interactive content. Develop engaging quizzes, polls, or augmented reality experiences that users can enjoy on their phones. This keeps them entertained, fosters brand recall, and increases the time they spend interacting with your brand.
- The Power of Community: Foster a sense of community through your mobile app or social media presence. Encourage user-generated content, host interactive Q&A sessions with influencers, or create online forums where users can connect and discuss your products or services. This fosters a sense of belonging and encourages continued engagement.
Keeping Consumers Informed: From Awareness to Action
Mobile engagement is a powerful tool for keeping consumers informed about your brand and driving them towards desired actions:
- Targeted Push Notifications: Utilize push notifications strategically to deliver timely updates about promotions, new product launches, or exclusive events. These notifications cut through the noise and ensure your message reaches your target audience directly.
- Location-Based Marketing: Harness the power of location services to deliver targeted messages. Alert users about special offers when they’re near your physical store, send reminders about abandoned carts when they’re browsing online, or highlight relevant loyalty program benefits based on their location.
- The Power of Influencer Marketing: Partner with relevant mobile influencers to reach a wider audience. Leverage their social media reach and credibility to showcase your products or services in an authentic and engaging way, ultimately driving traffic to your website or stores.
Seamless Integration: Creating a Frictionless Customer Journey
Mobile engagement should seamlessly integrate with other marketing channels to create a cohesive customer journey:
- Omnichannel Marketing: Ensure your mobile presence complements your overall marketing strategy. Develop click-to-call buttons on your website that connect users directly to your store, integrate social media promotions with your mobile app, and offer in-store rewards for mobile app users. This creates a unified experience across all touchpoints.
- Loyalty Programs Made Mobile: Make your loyalty program easily accessible through your mobile app. Allow users to track points, redeem rewards, and access exclusive offers directly from their phones. This incentivizes repeat visits and boosts customer lifetime value.
- Data-Driven Optimization: Track key metrics associated with your mobile engagement efforts. Analyze app usage data, click-through rates on push notifications, and website traffic generated from mobile campaigns. Use these insights to optimize your strategies and maximize the impact of your mobile engagement efforts.
By fostering meaningful mobile engagement, businesses can transform passive mobile users into active brand advocates who generate valuable consumer traffic. Remember, it’s not just about reaching consumers on their phones; it’s about creating an experience that keeps them engaged, informed, and ultimately, driving them towards your brand, online or in-store.