Mobile marketing: personalizing, targeting, segmenting and multi-channel key


Monday I wrote a post about the impact of the smartphone (and other mobile devices) on the behaviour of consumers. The opportunities for mobile marketing are there, now that the adoption of smartphones explodes and mobile is becoming mature.

There are many ways to market to the mobile consumer, from direct contact campaigns to applications and much more. Depending on the type of campaign or mobile contact strategy, businesses will have to take into account the personal nature of mobile devices, certainly in more traditional forms of mobile marketing.

Why the mobile consumer must be in control from start to end

Although the importance of mobile marketing is clearly increasing, there are still many hurdles to pass. A smartphone or mobile phone is indeed perceived by its’ owner as very personal. Permission, relevance and context are therefore even more important in many forms of mobile marketing than in other forms of interactive marketing. Integration is also important. We often see, for example, that text messaging works well in combination with downloading online information from the Web, promotion campaigns where a connection is made with other media, cross-channel marketing automation, events etc.

It’s crucial that the consumer takes the initiative in all forms of mobile marketing and communication. It’s also important that the expectations are made very clear by marketers from the start. Opting out of campaigns or services must be made extremely easy and is enforced by strict legal regulations in many countries.

Businesses that do this well and are able to provide relevant content, in the broadest possible sense, can realize several goals and use a wide range of possibilities for mobile marketing. Including them is the development of branded mobile applications or the presence in existing applications. Campaigns based on location-based applications also offer great potential. And let’s not forget the increasing importance of mobile email, emerging technologies and existing ones such as texting, mobile CRM and much more.

Know the mobile behaviour of your target groups

Permission, relevant content and the selection of the right tactics to market are not the only success factors for mobile marketing. Specifically essential is a careful selection of the correct communication channel and the right mobile marketing action in function of the target group.

When mobile marketing is used in the ambit of for example events or B2B marketing campaigns, targeting and segmenting is relatively simple. There is a clear theme, a demarcated objective and a connection to other channels and sources.

But in consumer marketing and international campaigns, this is much more difficult. There are enormous differences in the use of mobile devices such as smartphones, depending on the country where the consumers live and other demographic parameters such as the age group.

These regional variances apply for relatively new mobile applications such as location-based services and mobile social networks, but also for older applications, such as text messaging (mainly SMS) where the European consumer takes the lead. These regional variances also apply on a national level in non-homogenous markets like Europe. And finally there still are the variances depending on age group, types of applications etc.

In short: if you want to utilize mobile marketing successfully in an integrated and/or more intensive way, thorough homework will be necessary: not only in the area of “best practices” and what consumers believe to be relevant enough, but also in the area of targeting, segmentation and permission.

Knowing the mobile behaviour and habits of your target groups and segments is essential when planning and deploying mobile marketing campaigns. Read more about Selligent's actual mobile marketing possibilities here.

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