The Mobile Marketer’s Playbook

Meet customers where
they are: on mobile.

Meet customers
where they are:
on mobile.

We’re all constantly switching between activities — texting, browsing Instagram, ordering lunch — all simultaneously, on the same screen. That includes your customers.

Mobile marketing isn’t just about sending messages; it’s about fitting them into the user’s mobile world. Each email, SMS, or notification must be seamless to the user’s digital experience. The key? A unified platform that aligns with their habits.

* Insider Intelligence 2023 Research

Latest Research Findings

Our State of the Connected Customer, Sixth Edition report reveals email is the most preferred communication method with companies.

Top channels used by customers

Email

0%

Phone

0%

In-person

0%

Mobile app

0%

Online chat

0%

Online portals

0%

Text/SMS

0%

Messenger apps

0%

Online knowledge bases

0%

Social media

0%

Online communities

0%

Video chat

0%

of customers prefer different channels depending on context, making choosing the right channels even more challenging.**

** State of the Connected Customer, Sixth Edition

of customers expect to be able to do anything online that they can do in person or by phone.**

So how can marketers bring together multiple channels to create the best experience?

Changing data sources

As companies like Apple and Google increase privacy controls, the popularity of data sources for targeting is shifting.

Top: Digital identities, like email addresses, social IDs, and phone numbers

Followed by: Transactional data, declared interests and preferences

Declining: Offline identities and anonymized digital identities like cookies and device IDs

Guiding Principles for Your Mobile Strategy

Customer expectations are evolving in real time. The key to staying ahead is meeting them where they are.

Be there.

Anticipate the micromoments. Map your customer experiences to deliver impactful messages at the right time on the preferred channel.

Be useful.

Messages must be relevant and address real consumer needs. Provide clear, essential information, drawing from common queries to offer timely solutions.

Be quick.

Speed is critical. Communicate effectively with concise messages that resonate with your audience.

0%

of customers expect to be able to do anything online that they can do in person or by phone.**

**State of the Connected Customer, Sixth Edition

of customers expect to be able to do anything online that they can do in person or by phone.**

**State of the Connected Customer, Sixth Edition

Understanding Mobile Channels

Push Notifications

Push, which can include the use of beacons and geolocations, delivers timely messages within an app. It provides subtle alerts that disappear once opened. They work best as part of a broader, multi-channel marketing strategy.

These notifications require app development. Marketers must invest in creating or enhancing apps to get the most from this channel.

Benefits:

Value Over Noise: Add significant value without overwhelming users
Targeted Opt-In: Engage only those customers who choose to receive notifications, ensuring relevant communication
Non-Intrusive Alerts: Offer valuable information at the right time without being disruptive
Responsive Retargeting: React to customer actions for more personalized engagement
Contextual Relevance: Target customers with timely and pertinent information
Cross-Channel Insights: Progressive profiling provides a deeper understanding of behavior across platforms
Versatile Formats: Supports various display options like banners, modals, and full screens for diverse marketing needs

SMS Messaging

Known for its personal touch, SMS achieves higher open rates and is excellent for urgent, real-time communication.

While balancing frequency is crucial to avoid intrusiveness, SMS excels in two-way conversations, surveys, preference building, and direct support. It’s especially effective in regions where SMS is more accessible or cost-effective.

Benefits:

Personalization: Tailor everything from the sender’'s name to the CTA
Real-Time Engagement: Deliver immediate value in response to direct actions
Retargeting: Respond directly to customer actions for more personalized engagement
A/B Testing: Allows testing of various elements, including emojis and CTAs
Behavioral Insights: Understand user behavior across channels and devices for better context
Frictionless Interaction: Offers personalized CTAs and deep links for easy activation

Chat Apps

Chat apps have become robust platforms for customer service, marketing, and sales, driving engagement with a personal touch. Their real-time nature makes them perfect for personalized interactions, quick support, and building loyalty.

AI chatbots can save time spent on common queries. Still, it’s important to balance automation with human interaction so users stay engaged.

Benefits:

Accessible: Chat is free for the user
Engaging: Create rich conversational experiences with the use of images, videos, attachments, and CTAs to bring your brand to life
Conversational: Transform relationships by turning promotions into conversations, connecting marketing, sales, service, and commerce experiences
Real-Time Engagement: Use data to drive customers to a tailored one-on-one messaging experience
Global: Leverage a messaging platform that’s relevant to customers across any part of the world
Behavioral Insights: Understand user behavior across channels and devices for better context

Comparing Channel Strategies

Push

Strength

Less regulation, targeting location, silent capability

Weakness

Disappearing iOS messages post unlock, narrowest reach

Best for

Maximizing app engagement and ROI

SMS

Strength

Global reach, frequency uses

Weakness

Personal intrusion

Best for

Information on demand, can’t-miss messages, two-way communication

OTT

Strength

Internet reach, rich messaging, conversational tone

Weakness

User-specific messaging restrictions

Best for

Conversations, high-value customers, important information

Use Cases in Action

Use Case: SMS Event Communications

Managing an upcoming event, Jeff uses SMS alongside email as part of his communication strategy. He sends SMS reminders with direct links one day and 30 minutes before the event, ensuring attendees are prepared and engaged. Post-event, he uses SMS surveys to gather immediate feedback, showcasing SMS’s versatility in event management.

Marketing Objective: Boost webinar attendance

SMS Strategy: Send timely reminders with direct links

Engagement Post-Event: Gather quick feedback collection via SMS

Use Case: Announce New Channels

Emma, a marketing manager at a global makeup brand, integrates WhatsApp into her marketing strategy. She announces this via email and SMS, highlighting personalized skincare recommendations. WhatsApp is used for transactional updates and engaging customers in personalized experiences, including sharing discount codes to encourage repeat purchases.

Digital Engagement: Introduces WhatsApp for a digital-first personalized shopping experience

Promotion Strategy: Alerts customers via SMS and email

Interactive Personalization: Engages customers on WhatsApp for a tailored skincare journey with “Personalize” prompts

Use Case: Build Loyalty Through Promotion

Advancing her marketing strategy, Emma now aims to increase repeat purchases for her Loyalty Members by providing exclusive offers with a targeted approach:

Tailored Messaging: Initiates personalized conversations based on customers’ previous purchases and loyalty status so each interaction feels unique and encourages second purchases

Timely Alerts: Sets up automatic notifications for when sought-after products are back in stock, keeping the brand relevant and top-of-mind

Incentivizing with Discounts: If customers don’t act on restock alerts, targeted discount codes are sent via Journey Builder, providing an extra nudge for repeat purchases

Use Case: Orchestrate Personalized Moments

A local restaurant aims to boost its mobile app engagement with weekly specials and a rewards program. This strategy involves using their app for exclusive deals, scanning codes for rewards points, and providing convenient access to menus and account information.

App Personalization: Creates a unique, tailored experience right from the first app interaction, setting the stage for personalized moments

Weekly Specials Engagement: Regularly draws users in with exclusive deals, enticing them to earn points and explore the menu

Multi-Channel Updates: Keeps the personalized journey cohesive across platforms with synchronized recommendations via email and app notifications

Data-Driven Prompts: Leverages user data like purchase history, browsing behavior, or event notifications for intelligent, real-time interactions, further personalizing each moment within the app

Key Takeaways

Omni-Channel Integration: Customers expect omni-channel experiences, and we must vary our channel strategy to meet them

Channel Optimization: Each channel has its own set of strengths and use cases; continually test strategies to optimize performance and customer experience, and then iterate

Real-Time Engagement: Incorporate real-time strategies to capitalize when mobile channels may be more effective

Journey Orchestration: Integrate channels into a single platform to enhance user experience

Ready to build your own connected mobile experience?

Map the customer lifecycle

Identify crucial moments in your customer’s journey. Determine where messaging can have the most significant impact.

Select the right channels

Evaluate and choose the most effective channels for delivering each message. Decide whether to focus on one channel or a combination for broader reach.

Assess technology and data needs

Review your current technology to see if it supports new channels you want to add. Clearly define the data points essential for integrating these channels seamlessly.

For more information and details on these steps, check out the resources below.

Dive into customer journey mapping with this guide.

Discover mobile-first journey building in this on-demand webinar.

The Mobile Marketer’s Playbook

Meet customers where
they are: on mobile.

Meet customers
where they are:
on mobile.