Mobile marketing and customer loyalty are not new ideas or tactics, but the strategy behind them has been evolving dramatically in the past few years, and that momentum is going to continue through 2017.
According to eMarketer, the majority of U.S. marketers intend to allocate more of their budgets to customer loyalty in 2017, and about 13 percent said they anticipate significant increases in spending on such programs.
For brands and marketers, their strategy needs to go beyond just having an application or a stagnant loyalty program.
There are a multitude of mobile channels, methods of communication and personalization capabilities that can be leveraged to really engage consumers through their mobile devices.
Here are some predictions to help curate mobile marketing strategies heading into the new year.
The old days of mass campaign emails pushed out through legacy marketing stacks are behind us now.
According to McKinsey & Co., 83 percent of marketers identify that the ability to make data-guided decisions is one of the most important capabilities, but only 10 percent believe they are effective at feeding insights about customer behaviors back into the organization to improve performance.
Measuring campaign success on whether or not an email was opened won’t cut it anymore.
Companies need to have a single view of online and offline systems across multiple channels so that they can build single, operational profiles for each customer.
2017 will pave the path for becoming more agile and making data real-time and actionable in the mobile-first world.
Behavioral and transactional data and syncing individual profiles will be the only way to reach customers, not through campaigns built for large masses.
Companies need to make sure to integrate their technologies to make their once siloed marketing stack more agile, real-time and actionable.
Machine learning is rapidly infiltrating almost every industry today, and mobile marketing is no different–especially when it comes to the real-time needs for marketers.
By leveraging advanced analytics tools, machine learning helps brands gather predictive data, detect patterns within massive databases and thereby power predictive responses for personalized marketing automation.