Consumers Buy Into Mobile Marketing Budgets
Andrew Degenholtz brings some 20 years of experience as an active participant and innovator in magazine circulation and mobile app marketing to his current position as president of Oplytic, LLC, which he founded in 2009. The company offers a variety of tools to help its clients acquire engaged and paying mobile users. He is a member of the Alliance for Audited Media digital edition task force, created to develop best practices for acquisition of digital magazine subscribers.
When it comes to mobile marketing, it’s time to give credit where credit is due—literally. Because as more consumers spend directly on their mobile devices, competitive companies need to appropriately attribute each revenue dollar to the marketing source that drives the sale. That means marketers must make the case to decision-makers at the top that their bottom line is being positively affected by ROI generated from mobile channels.
Fortunately this shouldn’t be a hard sell considering resent research that confirms consumers are spending more than 85% of their time on smartphones. According to a 2016 survey of 1,000 adults in the U.S., 79% report shopping more frequently with a wearable device this year than they did in 2015, with 64% citing a smartphone as their preferred purchasing device.
Marketing on Mobile
By presenting this data, mobile marketers may boost their budgets to create mobile strategies that:
• Invest in an SMS-powered mobile database
In order to make money, retailers must spend money on cultivating a mobile database with Short Message Services that, with the help of calculated communication, can transform potential buyers into active customers.
• Combine classic tactics with new technology
Traditional coupons, discounts and other special offers have a proven track record of success so it’s key today’s retailers transfer these tried-and-true methods into mobile messaging.
• Leverage mobile Call-To-Action buttons
Mobile wallet content and aforementioned coupons can drive consumers in-store. As they redeem special offers and place orders with mobile CTAs, retailers will rake in mobile-generated revenue that can be tracked — and allocated back into mobile marketing budgets.
• Count on accurate analytics
Measuring the effectiveness of campaigns and pinpointing a brand’s best performing channel through analytics is a surefire way to ensure robust mobile marketing plans for the future.