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 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 percent year over year, representing $12 billion in spending and 17 percent of total digital commerce.
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.
Deliver device-specific downloads or a deep link to specific content for an immediate opportunity to foster mobile engagement. 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 percent of smartphone users are more likely to buy from mobile sites and apps that customize information based on their location.
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 data “ask,” consumers will scrutinize even more over 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
Because a 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.
With 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. If a certain profile attribute is unknown, email can also provide a one-click data gathering opportunity.
Email represents opportunities across the lifecycle aligned with key milestones including:
- The welcome phase
- The early activation phase
- The reactivation phase
- The post-purchase phase
- The transactional phase
- The loyalty building phase
Though these are only a few of the many possible examples, 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 percent of global viewership on YouTube comes from mobile devices. 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.
GoPro and others use video to drive engagement across channels and maximize mobile moments. Email is an ideal channel to drive mobile consumption, and video provides a compelling reason to drive email acquisition with the promise of intriguing video content in the inbox. Therefore it would be wise to implement the right technology to display videos directly in messages.
5. Smooth landings
Above all else, hyper-relevant mobile moments require instant response. Any slowness or friction will cause defection. Google reports 29 percent of smartphone users will immediately switch to another site or app if it doesn’t deliver on their needs. A whopping 70 percent of consumers switch sites due to lagging load times. And 67 percent switch because of too many steps to purchase or get desired information. 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 hyper-relevant experiences that are 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.
Article images via Flickr.
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