Don’t think about mobile as another marketing channel. Instead, start thinking about it as the customer.

That will give you an edge over your local competitors because while Australia is generally considered the digital marketing leader in the Asia Pacific, on mobile we lag our peers in the region.

Partly that is to do with infrastructure. With a large and established desktop infrastructure and ubiquitous (if not exactly blisteringly fast) broadband, the incentive to go mobile quickly was missing.

But the bigger problem is cultural — and that puts it within the capacity of any CMO to fix.

Too often mobile is simply overlooked or disregarded as a secondary channel. A simple review of the data reveals how short-sighted such an approach is — customers have aggressively migrated to smart mobility and that migration is almost complete.

More importantly for marketers, that shift is being reflected in the top-line numbers of retailers and e-commerce vendors.

Consumers are finally moving beyond using their phones for research, and are more comfortable making purchases. One-click purchasing on social networks, for instance, removed a lot of friction at the final and crucial moment of the customer journey: the decision to buy.

For marketers, an active approach to mobile marketing provides the opportunity to bring their advertising strategy into play at the moment when their customers are ready to buy.

Mobile also offers a whole suite of new contextual data with which to understand the consumer mindset — both in terms of making a specific offer to an individual and to aggregate into the pool to better understand the wider market.

In apps, in particular, you have much more control over the customer experience.

Cost of acquisition

One common criticism of mobile marketing is the cost of advertising and particularly cost per click. Mobile rates remain stubbornly higher than desktop clicks.

Mobile rates remain stubbornly higher than desktop clicks.

But CPC is the wrong metric. Marketers should focus on the ROI, and on this front, the mobile story is more compelling. Providing a great mobile customer experience shows an increase in stickiness with 64 percent likely to buy in mobile again and loyalty with 54 percent of customers more likely to recommend the brand (Forsee, 2016). The impact is greater when mobile integrated as part of an Omnichannel strategy. An Aberdeen study found that brands with a clear Omnichannel strategy saw an average customer retention rate of 89% compared to 33 percent.

The bottom line for marketers, as always, is to understand their long-term strategy. Where do you need to get to as a brand, how do you build engagement and what experiences will deliver the most loyal customers.

About the Author

Scott Mirabello is the Principal Mobile Consultant for Oracle Marketing Cloud in APAC which is a member of the Which-50 Digital Intelligence Unit. Members contribute their expertise and insights for the benefit of our readers. Membership fees apply.

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