comScore notes that 66% of smartphone owners download an average of 0 apps per month. Yes, zero. And further, only the top 7% of smartphone owners account for half of all app download activity in a given month. Clearly, most smartphone owners are just not into it.
What does this changing reality mean for mobile marketers? They need to get on board with a new way of approaching their marketing and consumer engagement strategy. Frankly, they must embrace that “mobile” isn’t what it used to be. Let me explain…
The new definition of “mobile”
As recently as a couple of years ago, the industry was referring to “mobile” as being synonymous with “mobile app.” But in the short amount of time since then, the definition of “mobile” has majorly evolved.
“Mobile” now encompasses the idea that consumers are able to interact with brands in a multitude of ways on mobile devices, including the brand’s own app, the brand’s website through the mobile browser, and even the brand’s page inside the Facebook mobile app. Therefore, “mobile” now translates beyond just the brand’s “app” itself.
Today, mobile is an ecosystem—an ecosystem for engaging with customers on the preferred channel of their choice.
Mobile marketers: Be everywhere your customers are…
If you’re only concerned with users who download your app, then you’re missing out on connecting with the people who are accessing you through your website, Facebook page, email, and other channels. Mobile apps are just one piece of the pie; you need to consider all channels holistically.
Case in point: In a world of 4+ million mobile apps, only 10% of all users use an app more than 3 times after download. Clearly, they’re finding their way onto other channels, and you need to be right there alongside them. That means implementing a customer engagement strategy that goes beyond push notifications and in-app messages and considers all channels as working together towards the same goal—getting the user to engage with your brand.
…And transform how you engage with each and every one of them as “an audience of one”
Taking this cross-channel approach as we call it is crucial to enhancing your effectiveness as a mobile marketer. But there’s a caveat: You can send messages on every channel and essentially be everywhere your customers are, but to really have the best chance of grabbing their attention—and silencing the noise around them in our message-inundated world—you must ensure you’re personalizing all communications they receive.
This means personalizing the content of the messages (e.g. adding their first name to the text or making custom recommendations based on their user preferences and behaviors), and it also means personalizing the context of the messages (e.g. sending the messages at the time and the device on which they’re most likely to engage and on the channel they’re most likely to be on at that time of day).
Personalization based on both message content and context is what we refer to as extreme personalization. The good news is that advancements in artificial intelligence have finally made personalization based on context possible. And modern marketers are deploying such technology every day to transform how they engage with consumers on a 1 to 1 basis.
One-two punch: cross-channel and extreme personalization
The best way to achieve this one-two punch of cross-channel and extreme personalization is to implement a marketing automation platform that enables it.
That’s why we’re excited to introduce our newly updated “Definitive Guide to Mobile Marketing Automation: A Retrospective and The Road Ahead.”
Download the guide to learn:
- The exact capabilities, features, and use cases you should be thinking about when assessing marketing automation platforms
- How to effectively deliver the extremely personalized messages that your consumers so deeply crave and expect and which will lead to maximized business results. (Let’s eliminate those abandoned shopping carts once and for all, right?)
- How to make the business case in your organization for implementing a marketing automation platform that will ensure maximized consumer engagement
One last thought
I know that self-reflection can sometimes be scary, but for the sake of improving your marketing programs, I highly encourage you to ask yourself the following (hard) question as you read through the guide:
“Is my marketing automation smart enough to deliver an extremely personalized experience to every one of my consumers?”
Don’t assume the answer is “yes”! Download the definitive guide now by clicking the button below.