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Mobile Marketing & the Power of Personalisation

Jul 9, 2019

Personalisation has repeatedly been listed as one of the top digital marketing trends of 2019. It’s easy to understand why.

For any Marketer, it’s imperative that consumers are receiving the best possible information in the easiest and most profitable way. With British people now spending, on average, over 24 hours a week online and checking their smartphones every 12 minutes, it’s difficult to argue against the case for mobile marketing.

What better way to offer personalised and outstanding customer service? With real-time, immediate, and relevant messages which support and enhance other marketing channels, an effectively personalised marketing message has the ability to truly stand out in the cacophony of the modern-day inbox.

Personalisation in marketing has improved by leaps and bounds in the past few years. Now that it’s easier to achieve in bulk and at scale, there are many benefits to an effective personalisation strategy:

1. Audience segmentation:

Audience segmentation allows your business to send meaningful messages based on demographics or location (for example, sending local offers and discounts). Segmenting your customers into more targeted groups allows your content to reach the relevant audience, and subsequently within those segments you can personalise your message to the individual.

2. Specific CTAs:

Target your customers with specific CTAs that make sense to where they are in their customer journey; whether they’ve purchased from you recently, or, contrastingly, if you’re contacting them as part of a re-engagement campaign. In turn, you’ll be rewarded with a healthy increase in conversion rates.

3. Customers prefer it:

According to SmarterHQ, 72% of consumers will now only engage with personalised marketing messages. The public are more willing to share their personal data in order to receive messages which are appropriate to them specifically, but also so that they can have customer service issues resolved quickly and in a hassle-free manner. More and more consumers are happy to exchange their personal data for an improved customer experience all-round, whether pre or post purchase.

4. Foster relationships and build brand loyalty:

Understanding every customer is key to improving customer retention and encouraging long-term loyalty. You can offer real-time promotions to enhance both the online and offline experience, as long as the communications are relevant and personalised to that customer. Discounts and promotions aside - a positive experience post-purchase, like an efficiently-solved customer service issue, is still advantageous - building consumer trust, but also encouraging positive word of mouth.

Reap the rewards of personalisation by ensuring you’re utilising a strategy which aligns your business goals with the needs of your customers. Combined with our in-house mobile technology, such as our mDoc messaging format, you can sit back and watch as your response rates and conversion rates soar. With optimised and engaging content sent straight to your customer’s inbox, using mDoc with targeted and personalised content enhances enjoyment, minimizes search time, and maximizes campaign success.

If you would like to find out more about our Smart Mobile Marketing approach, get in touch today!