Mobile Marketing comes into play
The smartphone has ceded power to the consumer. It is the center of everything. The consumer has at his disposal a huge content offer and many channels to turn to. The choice is yours and what does it depend on? Well, basically the value of the content we offer. Mobile Marketing comes into play.
What the consumer wants is a uniform experience through all these channels and to establish a relationship with the brand. That relationship does not depend on the channel, but on the experience that the user perceives. The explanation is that the consumer does not understand distribution channels, or stocks, or manufacturing costs. Just look for what suits you and with so much offer, you can choose.
To be able to offer a satisfactory experience, it is essential to know your client: what he wants, what interests him how his tastes change and what is the best way to reach him. If we put a mobile in the equation, we also need to know when you use the app, how much time you spend and how many times you repeat. A good use of Mobile Marketing allows us to know these needs.
The mobile has changed everything in such a way, that it has generated new rules of Mobile Marketing. We analyze the three phases it has gone through:
Mobile advertising
Is the direct inheritance of the online, with banners and sms. Investment continues to increase for three reasons: brands see the power to reach consumers through mobile devices, the tendency to optimize web pages to mobile and users’ preference to be impacted by advertising rather than paying for content.
The app fever
It began in 2008, with the arrival of the iPhone. Everyone wanted to have an app, as at the time everyone wanted to have a website. Over time it was people just realized that having an app was not everything. Being for being was not effective. In many cases there was no well-defined strategy on the meaning of the application, the content that was intended to be offered to the consumer, etc. He went blindly, launching the application and ending the process, without worrying about measuring whether consumers or customers used the app. Mobile Marketing was not really on the pitch yet.
MRM: Mobile Relationship Management
It is the natural evolution of a channel with as much potential as the mobile. From the mistakes of the past it was learned that the marketing strategy did not die with the publication in the application store. The apps have become the channel preferred by users and through this channel, brands have to use all the information that the client shares, to create a relationship of trust.
The mobile offers a direct and bidirectional communication channel, with the one that we know what the consumer is doing at all times, what he wants or what interests him. As we mentioned at the beginning, creating a relationship of trust involves adding value. And value is nothing other than offering what the customer needs, when and where he needs it. This can only be done thanks to the Mobile Marketing that allows us to know your needs. Be wrong with the content offered to the consumer or with the time or moment in which we try to contact him can cause he deletes the application. It will not make sense to keep an app installed that does not offer useful content.
For example, to send discounts of a beauty treatment for women to a single man, who does not even use it to give it to his partner; or a cruise offer to a person who is dizzy by boat. If the user deletes the app, the brand is losing its best customer. How to avoid it? To help manage all the information that the consumer is generating and measure Mobile Marketing, there are MRM platforms that allow you to build relationships between mobile customers and our apps, identifying what they want, measuring results, segmenting tastes or events, and performing actions with guarantee of success.
But we want you to understand one thing: the tool is as important as understanding that this information is necessary. That we have to reach the consumer at the right time, in the right place and with the information he needs. At the rate at which technology and consumers themselves evolve, Mobile Marketing plans have to be agile constantly adapting to market demands.
