SXSW 2013: Mobile Marketing is Getting Personalized & Localized
Is Mobile Marketing Still Viable? YES!
While mobile technology launches were not center stage during this year’s South By South West Interactive Conference, it certainly did not go away. Some people claim that we have app fatigue or that mobile marketing is not as sexy as it once was. However, the conversations during a few panels and on the trade show floor would say otherwise. This will be the year when brands learn to personalize and customize the messages they send to consumers using mobile marketing.
Mobile Marketing is Getting Personalized
As with other channels, mobile marketing is getting personalized . This shift in messaging is particularly important for small businesses. The most active smartphones users today are very different from years past. Something has returned to these consumers – trust. To build trust between a customer and a local business is vital for the growth and sustainability of that business. Consumers are back to trusting locally and they feel good about being known by their first name.
I have seen this personalized messaging done best with text marketing, but also with mobile websites and mobile apps. Text marketing makes it easy, because on some platforms you can create text surveys for your customers and segment your future messages based upon their responses. This creates a type of preferences setup for discount offers and announcements. Ask your customers about their visits to your store:
- How often do they visit
- What is the most common item or service they purchase
- Are they satisfied with customer service
- Would they recommend you to friends
- How is the quality of your product or service
For the people who are very satisfied or who visit you frequently, consider developing a mobile loyalty program to show your appreciation. The people who are less satisfied or who are casual customers need more of a push, so offering a large discount or free item may help to grow them into a more loyal customer. Mobile coupons have 10 times the redemption rate of printed coupons, and mobile loyalty programs are used much more frequently than those plastic cards.
South By South West has come full circle in the type of attendees – from small start-ups to huge brands, and now back to the small businesses again. Local businesses are very savvy and flexible with their marketing efforts, which is why they see the importance of mobile marketing and how they can utilize it to grow their businesses.