Personalization in mobile marketing (and in general!) has become a marketing buzzword, and for good reason. It is an opportunity for businesses to increase engagement and conversion rates by tailoring messages and experiences to individual customers. This is, however, especially true in mobile marketing, where consumers are constantly connected and bombarded with messages from various sources.
Follow the trail of data
Customer data is one of the most effective ways to personalize mobile marketing. Targeted campaigns speak directly to the needs and interests by collecting and analyzing information about customers’ behaviors, preferences, and demographics. One way to utilize this is using push notifications based on user data showing interest in a specific product or category. These notifications could include product recommendations, special discounts, or other incentives to encourage purchase.
Another method for personalizing mobile marketing is location-based targeting. This includes customized messages or offers to customers by using GPS or other location-based technologies. This is especially useful for retailers because it allows them to reach customers when they are most likely to make a purchase. Location-based targeting requires, however, permission for the app to track location at all times.
Creating ease for customers
Personalization can also extend to the mobile user experience as a whole. By optimizing the design and functionality of the mobile offerings to better meet the needs of each individual user by using data to understand how customers interact with their devices and apps. Creating ads that take the customer straight to that pair of sweats or sneakers they have previously searched for, makes it easy for the customer to do impulse buys (personally this is my weak spot, lol).
While personalization in mobile marketing has the potential to yield significant results, it’s good to keep in mind to proceed with caution. There is a fine line between too much and too invading and great personalized marketing. It is important to strike a balance between providing a personalized experience and respecting customers’ boundaries.
Pro tip: one easy way of tapping into your audience’s preferences is using Geeklab’s SurveyTool.