Seven Rules to Cultivate Deep Mobile Relationships
7. December 2012
Mobile apps provide outstanding marketing opportunities that offer enormous reach by literally placing brands at the customer’s fingertips. The advantages of these apps have made the mobile market very competitive, so marketers have needed to develop more customer-oriented mobile marketing campaigns that compel people to welcome these brands onto their digital devices. As a result, push notifications have become very popular because these opt-in messages arrive on the home screen of mobile devices and can be tailored to send the recipient the information they want, from relevant brand offers to location-focused news and even social updates. To help marketers create the most engaging and effective push notifications, MarketingProfs.com offered these seven savvy strategies.
Make customers welcome and want to receive your messages by making them relevant to their needs. Develop targeted push notifications by using all of the behavioral and customer information collected on each customer. Such relevance can result in a much higher response rate.
Make sure the app has a control panel that lets customers set their preferences about the types, number, and frequency of messages they receive. This shows customers that you care about their satisfaction, which helps ensure that they continue to care about the brand.
Let customers determine when they want to receive the push notification to avoid bombarding and bothering them. Make sure the app includes a setting that lets customers choose the days and times they want contact, as well as quiet.
These push notifications serve as a mobile extension and representation of the company, so keep the voice and visual content consistent with current marketing. Remember to always preview messages on various digital devices to make sure they come across clearly and correctly.
Make customers eagerly anticipate your messages by providing push content that is exclusive, exciting, or enjoyable in some way. Use multimedia to increase engagement and add value. Also, always make the content easily accessible.
Show customers that the brand is in sync with their needs by offering information customized to their ever-changing locations. Be careful not to overwhelm the customer with every move they make, so use this location data wisely and carefully craft it into relevant push content.
The only way to truly determine the effectiveness of the mobile app is to monitor and measure customer responses over time. This will show what’s working well, along with what needs to be improved and optimized.
Let these seven strategies be your guide for developing engaging and effective push notifications that will keep customers looking forward to the content and coming back for more.
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