The Power of Personalization in Mobile Customer Experience Marketing

Let’s face it, we all have our mobile devices close at hand pretty much 24/7. They have become the go-to means of not only communication but shopping, research, and overall Internet usage. Because of this, as marketers, we are tasked with taking the mobile experience into consideration when building out our customer experience strategies.

According to Deloitte research, 80% of US customers used their smartphones for shopping-related activities with 54% completing their payment virtually (not in-store) (Deloitte, 2019).

Customers expect a seamless experience across channels when engaging with brands. No matter if they are on their desktop computer, in your brick-and-mortar store, or on their phone, they should be able to have an easy and personalized experience. Personalization in mobile marketing enables marketers to build deeper relationships with their customers and create experiences that encourage engagement and closed opportunities. The best part?  You don’t need to do a major overhaul of your online presence to make this happen.

Here are a few ideas to consider.

Gaining Customer Insights

Data is king. Marketers rely on good, clean data for all activities- from email to web to print. In mobile marketing, you have a unique opportunity to gain insights while making the experience easier for customers at the same time. Using social login and form fills gives customers the opportunity to complete these tedious actions faster by using their LinkedIn or Facebook accounts. In doing so, they also allow companies access to accurate name, company, address, and other pertinent data needed for direct marketing and personalization.

Location Services

Capturing data from mobile customers extends to location. Most users will have location services activated on their phones when it makes using an app’s service easier. Gaining location data allows marketers the opportunity to customize experiences according to the user’s location – prepopulate local store information, product inventory, nearby experiences, and more.

Location data gained from mobile will also aid in email and SMS marketing by helping marketers to send messages at the right time based on their customer’s local time zone.

Integrations

By bringing the data gained from users in these social and mobile platforms into your marketing automation platform, you gain the ability to responsibly and organically grow your database (no more list buying!). You also increase personalized messaging without worrying about dirty or missing data (bye-bye ‘Dear Valued Customer’) and create campaigns that flow seamlessly from one channel to the next.

The goal of modern customer experience marketing is to encourage loyalty through personalized, relatable content and practices.  Mobile marketing is one more way to have a view into customers’ needs and create a full-circle, multichannel experience that delivers as much as it gives.

Interesting in learning more about customer experience marketing? Check out the R1 blog.

Resources:

Mobile shopping and payment trends. (2019). Deloitte. Retrieved July 23, 2021, from https://www2.deloitte.com/us/en/pages/technology-media-and-telecommunications/articles/mobile-shopping-payment-trends.html