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How To Make Mobile Marketing More Personalized [INFOGRAPHIC]
Posted on May 7th 2013
Social networking websites like Facebook and Google use personal data and account information to provide relevant advertisements in turn for better services for their users. That same need for personalization in mobile experiences has now arrived, but few companies are are delivering on customers expectations. With mobile driving news consumption and responsive websites becoming more prevalent this infographic helps show marketers how to make mobile experiences more personalized.
The age of big data has raised customer expectations when it comes to the relevance and personalization of marketing campaigns. Unfortunately, according to a new report from Econsultancy, few marketers are delivering on those expectations of website personalization, especially on mobile. However, mobile marketing platforms have the ability to deliver personalized experience well beyond the web and directly in a customer's pocket. This infographic provides insight into the current state of personalization and how marketers can start delivering tailored campaigns on mobile.
The Benefits of Digital Personalization
- 94% of marketers stated that personalization 'is critical to current and future success.'
- Businesses that are currently personalizing web experiences are seeing an increase in sales of 19% on average.
- 66% of marketers list improved business performance & customer experience as the main driver for personalizing.
- Personalization can surprise and delight customers, building relationships and fostering loyalty.
- Personalization can help develop purchasing behavior and drive customers through the sales cycle.
Opportunities to use Digital Personalization
How are Marketers currently using website personalization?
- 30% - On-Site Behavior
- 29% - Inbound Channel
- 23% - Geography
- 21% - Date
- 10% Relational Geography
- 8% Time
While 43% of companies currently deliver a personalized experience on desktop, this figure falls to just 13% on mobile. Nearly half of all marketers surveyed cited technology issues as the main obstacle to personalizing web experiences. Despite obstacles, mare than half of respondents stated that they plan to adopt mobile personalization in the next twelve months.
Mobile Marketing Personalization is Possible
With the right mobile platform, marketers can go well beyond a personalized website experience to deliver timely, relevant communication with mobile campaigns that reach your subscribers wherever they are with tailored messages and promotions.
Use personalization tools to pull in attributes that you've gathered about subscribers right in your messages. A personalized mobile campaign provides an easy way to call your subscribers by name and get their attention, amidst all their other incoming texts and app notifications.
Unsubscribe rates are high when marketers try to communicate during offensive hours on the "personal space" platform of the mobile phone. Collect data about customers' time zones to respect their time and send valuable content in a ripple effect, rather than a blanketed blast.
Once you have all your customer data in a centralized marketing hub, you can communicate with only those people who are most likely to respond to your CTA. These personalized messages and special offers can make your communications feel like a one-to-one interaction.