According to several studies, mobile devices are being used more than other devices to connect – people are engaging with social networks via mobile several times each day, they are texting, they are using mobile browsers to research products and comparison shop. Here’s how to use mobile to build loyalty.
According to one expert mobile may be the perfect tool with which to build a loyal customer following.
“Mobile messages can do more than just send promotions or special offers. They can deliver content that’s surprising, fun, rewarding, exciting and brimming with content that encourages them to fulfill basic marketing and loyalty goals – do more, spend more, stay longer, provide feedback, tell their friends and keep engaging in ways that inform the next wave of mobile content,” said Ramsey Masri, CEO, OtherLevels. “Customers who feel understood, a little bit pampered and valued by a brand are customers who are most likely to be loyal. A properly crafted marketing strategy can play a key role in seeding, establishing and deepening loyalty. And once loyalty is established, marketers can turn their focus to more activity and higher spending.”
Millennials, especially, are engaged with mobile devices. According to some experts Millennials are never disconnected with their devices and are seeking out brands who will engage with them through their devices.
“Data from the mobile environment can help create content that’s based on a customer’s interests, preferences, previous purchases, or how frequently and recently they’ve interacted with a brand’s app,” said Masri. “Marketers who use mobile data to pamper Millennials with mobile messages that deliver the information, promotions and offers that they want are creating the very conversations and meaningful relationships that lead to loyalty. In your personal life, you’re much more likely to be loyal to a friend who truly understands you, right? That same concept plays out in the mobile marketing environment, too, making it possible for mobile marketers to engage in conversations and establish the kinds of relationships that make customers feel valued, important and understood.”