The 7 Habits of Highly Effective People first entered the bestseller lists some 25 years ago – at a time when the closest thing we had to a modern mobile device was the Psion Organizer! Today it’s rather a different world; we thought it was time to take a look at the seven habits of highly successful mobile marketers.
This is marketing 101, but it can easily get forgotten in pressured business environments where multiple teams all have their individual (and often conflicting) agendas. Successful mobile marketers take the time to sit back from looking at the business from their perspective to step into the shoes of their customers. They ask fundamental questions. Who are our customers? What do they care about? What delights them? What annoys them? How can we make their lives easier?
This one might also seem rather obvious, but there are still companies out there who haven’t yet got the message. We’re not just in an age when many people spend more time using mobile devices than they do desktop ones – many younger consumers don’t even have a desktop device anymore. Successful mobile marketers think mobile first, desktop second.
Successful mobile marketers know that an app is worth a dozen websites. An app on a home screen is a constant call to action, allows push messages, and it lets you deliver a far smoother, friction-free and convenient user experience than a website. Places like rural China and India show just how much further this trend may go: when many consumers there talk about ‘the Internet,’ they are talking about apps, not the web. Ensure your app works well across device platforms and screen sizes.
Given the substantial advantages of an app over a website, successful marketers know the value of the incentivizing use of the app. Voucher codes valid only for purchases made through the app are one standard approach. Offering regular promotions through in-app and push messages can also help keep your app users loyal.
There will always be times when there will be conflicting views on the best way to proceed. Bureaucrats agonize for so long that nothing ever gets decided. Amateurs let their personal feelings drive their business decisions. Successful marketers find out what works. They use A/B testing to compare the results of different approaches, and when they find one campaign is more successful than another, they don’t stop there: they keep iterating, keep testing, keep tracking.
Successful marketers know that it’s all about making the right offer to the right person at the right time. Mobile marketers know that it can also be about the right place. Geofencing can be an incredibly powerful tool to ensure that you are making offers to customer’s right where they can take advantage of them. An offer of a two-for-one deal on mains at a French restaurant has far more impact on someone who is approaching that restaurant than it does someone twenty miles away.
But the most powerful tool of all in the successful mobile marketers armory is true personalization, with messages based on the specific behavior of individual consumers. A 10% discount on a camera is going to be way more appealing to someone who visited an online store to look at that same camera just 15 minutes ago than it will on a random person in some database of supposed camera buyers. That is putting you in your customer’s shoes, and that’s what the best of today’s mobile analytics and engagement platforms allow you to do.