At the end of every mobile phone is a unique customer ready to get the right message. Mobile marketing is so much more than a single channel, and a textbook strategy just won’t cut it. Yes, mobile is a channel in the traditional sense, much like TV and radio are, but it’s also millions of apps, SMS, email, Snapchat, Facebook, Twitter, push notifications, a camera and, oh yeah, a phone that is used to call people. When you focus on mobile as a mere channel, and not as a method to speak directly with your customer, you lose an opportunity to make a real connection.
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Customer-Centric Marketing Strategy
When brands think of developing mobile strategies, they should consider their customer – first and foremost. It’s important to remember that mobile isn’t a single channel. Mobile is a land filled with other brand’s push notifications, emails, text messages and targeted ads. It might be easier to think of mobile as several channels all wrapped up into one. As a consumer, we have the option to turn off or tune out those perfectly composed messages. Sorry, marketers.
So, how do we get past notification overload and potential alienation of our customers? It’s easy. Treat each channel (on mobile) as unique, deserving of its own individual strategy that keeps the customer at heart. The goal of a customer-centric marketing strategy is to use various channels to improve how effectively you monetize your customers. Let’s dissect the steps.
Dig into the Data
In order to put customers at the center of your marketing efforts, you need to get a little data crazy. One of the greatest advantages with online marketing is being able to provide a personalized experience based on your customers’ behaviors. Gather and organize your data on an individualized customer-level. Instead of pushing the product of the day to every single person in your database, send your customers relevant offers based on their actions. Every aspect of your marketing strategy must be focused around the customer. Without a clear understanding of their needs, you’re doomed from the start. In short, make sure every decision you make is helpful to the customer. Do so by digging into customers’ actions. Did they leave your website after 10 seconds? Did they fill their shopping cart only to leave because they were frustrated with the checkout process? Did they send back their order and leave a nasty review? Why? All of these questions you should be able to answer.
Understanding the value of customer-centric data that places importance on people’s behavior vs. product pushes, will undoubtedly increase customer satisfaction.
Analyze Essential Metrics, but Make Sure Your Customers are Happy
After you have a slew of important customer data metrics, you need to set some key performance indicators. Customer-centric marketing plans must ask three questions: “How valuable are my customers, how do I get more customers and what can I do to keep them coming back?” All three of these questions boil down to how happy are your customers? Understanding how happy your customers are will ultimately determine how likely your customers are to come back, tell their friends and shop at your store.
Sure, there are essential metrics you should measure like customer lifetime value, retention rate, and overall repeat purchase rate. But, really, customer happiness and satisfaction are most important. If your customer is satisfied with your product or services and your messages are targeted and timely, your marketing will be customer-centric.
Gather Insights from Other Customers
Use previous customer insights to positively affect new customers. Yes, KPIs and metrics are very important, but if you notice that your newest customers are simply swooping up a last minute deal and aren’t making any repeat purchases, you can use historical insights to send them the best performing message at the best time of day. Find out if that particular audience responded better to deal-based messages or highly visual emails? Did they prefer contests or easy-to-redeem offers? Once you understand these behaviors, apply them to your current customers. We do this in life all the time. We draw upon past experiences to remedy current situations by the lessons we’ve learned along the way. Use previous customer insights for your current marketing efforts and you’ll soon see positive brand loyalty and retention.
Test, Test, and Test Some More
Like shells on the seashore, no two customers are alike and what appeals to many will undoubtedly drive a handful to sheer dissatisfaction. Experimenting with a variety of marketing strategies on a small control group will prove extremely helpful when scaling your plan to a larger group. When we test ideas, we understand what has an impact on our customers and what doesn’t. We also discover new concepts we would have never considered before testing. Both the successful and fruitless marketing experiments are necessary for learning how to communicate with customers in the most effective and genuine way. Further, experimenting with small control groups helps to allocate money on only the programs that perform well rather than frivolously spending on programs that may or may not work. .
Enlist the Power of Marketing Technology Tools
After organizing data around customers, gaining insights, and discovering which marketing strategies are effective from experimenting, magnify your success with the help of marketing automation tools. Deepen customer relationships and effectiveness with an ongoing, automated communication strategy based around data. The tools will vary based on the channels and goals, but understanding that automation is a key component of an effective customer-centric marketing strategy is essential.
There you have it. Five easy steps to a customer-centric marketing strategy. Want to learn more about applying a customer-centric strategy to SMS marketing? Check out a quick demo of our platform.