Mobile marketing is the new “big thing” to spur business success. Kane Russell, in his article “How to Enhance Mobile Marketing with Personalization,” states the way to capture mobile marketing’s projected tripling in sales over the next three years is to personalize customers’ mobile experience. According to Russell’s MarketingProfs article, forty-three percent of companies deliver a personalized experience on desktops, but only thirteen percent do mobile.

Below are several tactics that will help personalize your 2014 mobile marketing efforts:

1)      Urge your customers to use the mobile Web and submit their number to receive mobile alerts. When creating a mobile Web page, consider diversifying your site with a familiar feature up front that any website may have (new deals, popular models, etc.) and following with a request to sign up before progressing much further. Don’t just expect subscriptions, as you will eventually have to drive sign ups.

2)      Mobile marketers should use a cross-channel approach to utilize different channels like SMS and social. Sending text offers to download an app or watch a video promotion can reveal recipients’ operating systems or who will be good targets for upcoming releases. Collect these data points in a central profile for customers, but if you’re just getting started, focus first on small wins—properly using cross-channel takes time and effort.

3)      Utilize the fact that mobiles go everywhere to make a personalized experience, possibly by using a Web store locator to create a nearby store map for the customer or, if you’re on SMS, requesting a zip code—if customers see value in your call to action then this won’t seem pushy.

4)      Choices and options only increase the level of customization. Without an opt-in, brands can still utilize choice-focus tactics with A/B Testing: follow the success measures for two choices, decide which is better, and compare it with other alternatives to find the best possible results.

5)      Many marketers value mobile as a communications channel, but skillful marketers see that mobile is much more useful as a data channel. Sending multiple text message alerts, for example, gives a brand useful opportunities through customer interaction and times between messages to add value using data. Using a customer’s first name can personalize mobile interactions for more engagement.

Avoid attempting to use all of these strategies at once when you start out—managing these tactics requires a crawl-walk-run mentality. Use each step that you take to increase your momentum forward.

If you’re new to mobile marketing all together, you may want to check out another mobile marketing blog we recently wrote, “Tips for Getting your Feet Wet with Mobile Marketing in 2014.”

If you’re in healthcare, insurance, technology or other professional services industries, and need help with a PR, marketing or social media campaign, contact Scott Public Relations.

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