TECHNOLOGY |
TECHNOLOGY
Over the past 2-3 years, with the rapid development of mobile marketing, it goes without saying, we must adopt strategies that focus on user experience, place emphasis on visual content, coupled with predictive analytics towards achieving a successful mobile marketing strategy in 2017.
Moving away from written content
In 2016, we’ve seen a significant migration towards mobile-friendly content. Visual content is now more popular than ever, as it attracts a more discerning audience interested in gifs, memes, videos, infographics, and images.
In addition to creating content for the mobile web, mobile apps are driving a more immersive consumption of content. Thanks to artificial intelligence, users will start to interact with their content. It may be something as simple as spending less time typing text into the app and relying on voice commands instead. With the success of Amazon’s Alexa Voice Service, Google Now, and recent updates to Apple’s Siri, we are witnessing significant customer behaviour.
Marketers who focus on the peripheral experience (visual, audio, voice recognition capability, etc.) will come out ahead in 2017.
Marketing automation
Marketing automation has proved to be a productive approach to nurturing leads in email marketing campaigns
2017 will continue to push sales forward with automation, as it helps alleviate your manual workload by establishing a set of pre-programmed responses to your buyer’s journey. These responses may be prompted by opting into an email newsletter or contacting support, and the messaging that follows is scheduled ahead of time to scale your operations and provide personalized support.
By implementing an intelligent marketing automation strategy, in addition to using intelligent email campaigns targeting subsets of users, based on open-rate or click-through rate as examples, Chatbots intelligently automate your customer service and create a sms text messaging support model befitting mobile users.
Ultimately, intelligent marketing automation is designed to lead consumers through the sales funnel and beyond, aiming to increase your conversions and retention rates during and after a sale.
Predictive analytics
Not only are traditional analytics companies adapting to mobile platform, but there’s an emergence of a new technology called predictive analytics that is vastly altering the way marketers target their leads.
Mobile data used to be hard to procure, and oftentimes wasn’t very accurate. Rather than creating spreadsheet after spreadsheet full of handpicked customer data, predictive analytics uses machine-driven technology to make conclusions about each customer’s buying habits based on factors like search history. The more you know about a lead, the better you can respond and consumers behave differently on mobile than desktop.
Predictive analysis provides you with more actionable data to target specific customers based on a number of data points, thereby increasing engagement rates by creating content tailored to the individual and altering user experiences based on that user.
Mobile friendliness/responsiveness
It’s crucial to test load speeds and responsiveness across mobile devices, especially across the iPhone, Android, and Samsung smartphones.
Improvement of the user experience will be accomplished on a few fronts. First, it’s about load times. For every 1 second delay in page response, the average reduction in conversions is about 7%. A landing page might load quickly on iOS devices, but might take an eternity on Microsoft and Samsung devices (or vice versa).
There are a number of great software tools, and technologies for cross browser and app testing. It’s important is to review each page as it would appear across mobile devices. Quality assurance checks are most often achieved using Selenium WebDriver testing frameworks to facilitate the automation of browser testing. No matter your approach, it’s important to test, test, and test. You can’t improve the user experience until you’ve experienced it for yourself, right?
2017 is ushering in a new era that can present many positives for your brand.
Better content and user experience to increase the success of your mobile marketing strategy, real-time mobile analytics and analysis device by device, automation in digital marketing has arrived and it’s really exciting with the robots taking over. Now that’s something that can’t be left behind.
Published:25/04/2024
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