Mobile marketing strategies can do a whole lot more than deliver promotions and special offers to consumers’ mobile devices. Well-crafted mobile marketing strategies can build loyalty.
And loyalty is becoming increasingly important in a world where so much customer engagement activity is shifting from the desktop to the mobile channel. If brands are serious about creating loyal customers, their mobile marketing programs need to deliver messages that go beyond promotions and truly create an impact on deepening existing relationships.
In my recent BizReport.com guest article titled “How to Create Loyalty in Mobile,” I pointed out that consumers who feel understood, a bit pampered and valued by a brand are primed for loyalty. And a properly crafted mobile marketing strategy can play off their underlying affiliation with a brand by mining and expanding their loyalty behaviors and activities.
The key? Detail-rich data from the mobile environment, which enables marketers to frame mobile messages around consumers’ interests, activities, preferences and behaviors. As I pointed out, humans are much more likely to feel loyal to others who truly understand them, and the concept extends to the mobile marketing environment. Consumers will feel more loyal to brands that understand them.
Marketers have a great opportunity to deepen loyalty by sending mobile messages that create conversations focused on making consumers feel valued, important and understood – the key elements of loyalty to any brand.
You can read the entire article on BizReport here.