## challenge ##
Mobile marketing is about promoting messages directly to leads and prospects. Being relevant and personal. Building a relationship with the user. This creates a degree of trust and builds loyalty, which we then can use to promote relevant offers towards qualified users.
## example ##
Mobile marketing through mobile can be done as easily as pushing todays offer in a message, Buy the new Chuck Taylor’s within the next 2 days and get it at half price!
The message itself has no flaws. A clear CTA at the beginning of the message (Buy). There’s no doubt what it is you’re selling (Chuck Taylor’s). The offer is time limited (within the next 2 days). Best of all the offer is pretty decent (half price).
So could it be done better?
Chuck Taylor’s are Converse’s designer shoes (in the classic Converse). This makes perfect sense for the 18-25 year olds, hipsters, with an income of 0 to 30.000 USD, living in the urban or surrounding communities and in college or entry-level professional and they are incredible tech-savvy on mobile devices!
So maybe it would have made sense to target the message towards those people?
## data driven communication ##
When using the information you have on your leads, prospects and customers, it’s called data driven communication. It basically means that you either target your message more precisely or only send it to a limited group of people; adding personalization in your message dramatically raises the conversion rate, e.g. Limited offer for everyone under 20. Get the new women’s Chuck Taylor’s within the next 2 days and get them for 35 USD!. In this example only 2 parameters were used to give a much more targeted offer.
## behavioral ##
Enrich your data with behavioral information; location, reactions to impressions or similar to specify the message even more, Limited offer for everyone under 20. Get the new women’s Chuck Taylor’s Washed Canvas at Converse on Broadway and get them for 35 USD
The message suddenly went from generic Chuck Taylor’s to a specific offer (women and offer under 20) and from that to a relevant offer (model and location).
## automated marketing ##
The reason why these types of offers can be somewhat complicated in the real life isn’t that the offers doesn’t work; if done right your target group is very small and with a small target group you maybe get a big conversion rate, but what that’s worth if the global revenue is limited?
The idea is to create a series of marketing messages and associate different criteria to each message and each time a message is met the message is automatically pushed to the user. In many situations, they user will experience as pull, why this is also a much more trustworthy way of communicating. If done right, the user will see this as an ongoing conversation that develops itself into promoting relevant offers.
So if you have your entire target group,
Women that are under 20 and on Manhattan,
Limited offer for everyone under 20. Get the new women’s Chuck Taylor’s Washed Canvas at Converse on Broadway and get them for 35 USD
Women under 20,
Limited offer for everyone under 20. Get the new women’s Chuck Taylor’s within the next 2 days and get them for 35 USD!
Everyone you don’t know,
Buy the new Chuck Taylor’s within the next 2 days and get it at half price!
The next big challenge you should think about is your community engagement, but more on that next time!
Carsten’s blog 