Marketing's Golden Ticket- Maximizing Hyper-relevant Mobile Moments

 
 

Here we are, deep in the fast-moving holiday buying season, and mobile is looking like it will be the winner of the golden ticket. The marketer’s mantra moving forward will be maximizing micro-moments to deliver hyper-relevancy.

Mobile is no longer an element of a cross-channel strategy. It is quickly becoming the de facto experience marketer’s need to tune into with a seamless, device agnostic approach. The numbers are clear, with mobile retail holiday commerce projected to grow 47% YOY, representing $11.7 billion in spending and 17% of total digital commerce.[1]

As you plan for maximized mobile experiences that enhance engagement and drive conversions, let’s review these five key areas.

 

1. Mobile Goes Big!

Devices are sizing up, and size matters when consumers are researching, transacting, viewing videos, and more. With more screen real estate, and more user-friendly mobile experiences, an increasing amount of interactions are now possible and pleasurable on mobile.

Go big and map out a strategy for mobile experiences that drive action. Understanding audience composition by harnessing data on mobile app downloads, mobile email opens, mobile devices used, and other data, represents new segmentation and messaging opportunities.

Using Live Content to deliver a device-specific download, or a deep link to specific content is an immediate opportunity for most marketers to foster mobile engagement. And considering device populations can help inform strategies for mobile experiences, messaging, call-to-actions, and design elements.

 

2. Fast Data Exchange

We all know that data exchange today is not happening via the formal form fills of the past. It happens on the fly via all channels, and data needs to be compiled and made actionable at warp speed.

By sharing data, the consumer demands value in that instance. For example, there is a value exchange for location opt-in via a mobile app. Google reports that 61% of smartphone users are more likely to buy from mobile sites and apps that customize information based on their location.[2]

Of course, understanding location opens up many opportunities for hyper-relevant, right time and place communications. When it’s done well, data-driven experiences can provide great value to consumers.

Conveying how the data will be used and offering a clear value proposition is paramount to successful data gathering and ongoing data-driven engagement. As applications and experiences increasingly make a data “ask,” consumers will become even more scrutinizing of the data they are willing to share. And, that’s okay.

The consumer that moves further down the data road is essentially raising a hand, indicating more interest and greater engagement. As marketers, our job is to use the data to deliver on the promise of a hyper-relevant experience across all devices.

 

3. Email Tethers and Transcends

With the majority of email opens happening via a mobile device, email is also evolving to a more agile and innovative channel. Email tethers together experiences across channels and provides a gateway to customized communications with identifiable individuals that have opted in.

Via email, marketers can use dynamic content attuned to an individual’s contextual situation. For example, knowing if the individual has or has not downloaded the mobile app is essential information that may trigger a series of messages to drive downloads with a device-specific link. Or, if a certain profile attribute is unknown, email can provide a one-click, data gathering opportunity.

Email represents opportunities across the lifecycle aligned with key milestones, including the welcome phase, early activation, reactivation, post-purchase, transactional, loyalty building, and many more. Each of these lifecycle areas is a chance to deliver a hyper-relevant moment to consumers. Email needs to be adjusted to mobile device viewing, data gathering, and contextual content that mobile readers find valuable and engaging.

 

4. On With The Show

Video content is a powerful element of communication strategies today. From unboxing videos to GoPro videos, from kittens to Adele’s “Hello”, videos are capturing the eyes and ears of mobile audiences. Google reports that 50% of global viewership on YouTube comes from mobile devices. And, for millennials, mobile is considered the first screen. Plus, they are 2x more likely to be focused while watching video on mobile, rather than on a TV.[3]

Email is an ideal channel to drive mobile consumption. And Live Content provides the technology needed to display videos directly in the message. Video provides a compelling reason to drive email acquisition with the promise of intriguing video content in the inbox. GoPro and others use video to drive engagement across channels and maximize mobile moments.

 

5. Smooth Landings

Above all else, hyper-relevant mobile moments require instant response. Any slowness or friction will cause defection. Google reports 29% of smartphone users will immediately switch to another site or app if it doesn’t deliver on their needs. A whopping 70% of consumers switch sites due to lagging load times. And 67% switch because of too many steps to purchase or get desired information.[4] Time is of the essence more than ever on mobile.

Mobile is on the rise because busy consumers capitalize on fragments of time throughout the day to consume digital content and get things done. As marketers, we should all have a lens focused on mobile experiences that save time, streamline conversion paths, and deliver a hyper-relevant experience that is engaging and activating.

Are you ready to deliver hyper-relevant micro-moments as your golden ticket in 2016? Please share your thoughts and comments below.

 

This article originally appeared on ClickZ on December 14, 2015.