Dec 13, 2016
By Megan Collins
Digital Marketing, Mobile Marketing, Strategy
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30 billion. That's the number of mobile moments that occur every day in the U.S. alone. The mobile revolution has not only reshaped how customers interact socially, but how they act economically as well. Every avenue of their lives is interconnected and intertwined with the focal point being their mobile device.

For marketers, engaging with consumers during mobile moments is not a nice to have-it's become a matter of survival for 2017 and beyond.


Mobile Email Trends

In our 2016 survey of nearly 4,000 brand marketers, 79% said that email marketing directly generates ROI for their business. Of that 79%, 49% said that email marketing is directly linked to their business' primary revenue source. With email serving as such a big driver of revenue, how can brands improve on this and make a better experience for their consumers? The solution is to combine their email efforts with mobile marketing.

The mobile marketplace is seeing rapid growth in adoption of mobile services. Below are some mobile marketing trends and their 2015-2016 growth rates:

  • Mobile Applications + 98%
  • Mobile Text Messaging + 111%
  • Mobile push notifications + 145%
  • Location-based mobile tracking + 149%

These astounding surges demonstrate that customers have a need to consume information right when they need it. Incorporating an email component into mobile marketing will be a big win for marketers in 2017.

Integrate Marketing, Sales & Service

High performing marketing teams are now cross functional to better serve their customers. Creating a single view of customers is very important. Integration between marketing, sales and customer service enables cross-functional teams to be able to serve customers better. By integrating these functions together, teams will be able to:

  • Share the same goals
  • Utilize the same technology
  • Use data to personalize the buyer journey

Mobile App Marketing Strategies

With a 98% growth rate from 2015-2016, mobile applications are providing customers instant information that can't be acquired through traditional websites.

Mobile apps are not just about engaging with your customers. They can also provide incremental revenue for brands. In 2017, global mobile app revenues are expected to reach $76.52 billion. So not only are customers expecting to gain information from mobile applications, they're also expecting to be able to make purchases from them. You can utilize push notifications for special deals and also connect these push notifications to your email campaigns to use as reminders for your customers.

One other specific benefit to using mobile applications is the use of geolocation. With a yearly growth rate of 149%, location-based mobile tracking can be a big win for brands. This can add an element of real-time data into your marketing messages based on your customer's physical location. If they're passing a location or in a specific area, you can add a push-notification and tailor your marketing message directly to that specific location.

Customers today have become accustomed to on-demand information and an open and constant mode of communication. Reaching them where they are and at just the right time is meaningful to them. So it should be crucial for your business too. Leveraging mobile infrastructure is a key way to improve positive customer engagements with your brand.

Winning with Mobile Marketing

Interested in learning more? Discover more tips and tactics for mobile marketing success. Download this eBook: Mobilize the Customer Journey.

 

Get marketing insights from the Marketing Cloudcast, a Salesforce podcast.

CROSS-CHANNEL, CUSTOMER JOURNEYS, MARKETING AUTOMATION
CROSS-CHANNEL, CUSTOMER JOURNEYS, MARKETING AUTOMATION, MARKETING CLOUD