Why Marketer Must Focus on Multiple Channels for Mobile EngagementBy CIOAdvisor Apac
Modern day marketers have a lot of platforms and data to help them narrow down their target customers. However, there is a possibility that marketers are not using enough channels when it comes to mobile marketing. Experts say that the basics of marketing are unchanged. They also believe that marketing requires a balance between the best interests of the consumer and the advertiser.
Marketers must listen to the consumers to take the most effective actions as long as they are aligned with the business goals. In this scenario, knowing the customers’ attitude towards mobile can be beneficial. Mobile is a multichannel platform, and different consumers have different preferences. Marketers have to appeal to each customer’s preferred mobile channel to reach the broadest range of audience. Insufficient usage of available channels means that the marketing strategy is too narrow.
According to a survey by CodeBroker, the respondents were asked their preferred way to receive retailer message for discounts, coupons, and promotion on the mobile device. In the survey, 1,552 consumers participated out of which 53 percent were females, and 47 percent were males. Mobile email came out on top with 41 percent, text messages came out at 38 percent and push app messages resulted at 21 percent.
Marketers must balance the act of marketing. If they solely rely on mobile marketing, then they would ignore 59 percent of available mobile options. Likewise, if they use texting, then they would forgo 62 percent of available outreach options.
The survey takes a step further by asking more specific questions like the type of messages they find most valuable and their preference to access loyalty rewards from their mobile device. More than 50 percent said that they found coupons most valuable, whereas 35 percent said that they prefer sale or discount information. Following loyalty reward points, survey respondents chose a wide variety of channels with a link in a text message. Marketing gurus say that even though loyalty reward programs only offer a single channel to access loyalty rewards, it does not offer the balance.
The survey even reveals a shocking fact that 100 percent of the millennials responded by saying that they have opted on to a text message marketing list. This survey indicates that consumer preferences vary and therefore retailers must address them. If marketers focus too narrowly, then they might lose the big picture. They must use all available mobile channels to find their target audience.