Other solutions are currently being developed, such as "drive to store" , which will allow mobile users to be sent an offer when they are close to a store, or the widespread use of beacons which directly send a text message when a customer enters the store or is in a particular aisle. "For brands and retailers, mobile is a fantastic loyalty tool. You have to seize the opportunity of a customer's visit to a point of sale to start a dialogue, obviously taking care to ask for their prior consent," said Bertrand Jonquois & Anh-Vu Nguyen of the Mobile Marketing Association France, interviewed by LSA-Conso.
The e-commerce sector is also keen on mobile loyalty, with the sending of a text message when the order is delivered to a relay point, for example. Of course, this type of very practical service allows you to collect customer numbers and build a basis for future communication campaigns. And as with prospecting, loyalty operations must obey rules of precise targeting and personalization of the message. Hence the importance of a qualified base, which is obtained by collecting, at the start, as much information as possible in Opt-in or by carrying out downstream enrichment of mobile phones . Mobile forever? Distribution of mobile users by age Source: MMAF/Quarterly barometer of mobile marketing in France (Q4/2015) 2016, like previous years, is increasingly giving space to mobile.
The number of connections via smartphones is exploding and the mobile user is establishing himself as a new version of Internet user. The issues of prospecting and loyalty therefore arise today for mobile as they did a few years earlier for the web. Of course, the mobile user is a target that is not easily convinced (nomadic, demanding, impatient) but the efforts invested in the pursuit of "mobile first" will make it possible to improve the user experience and multi-support navigation overall. There is no need to bet: the rise of mobile will not stop at the end of the year, and we will still be surprised in 2017 by the statistics and cambodia phone number data records broken. It is obvious. Especially since the use of smartphones is also limited by technological constraints: the improvement of networks (deployment of 4G in the Paris metro, for example) and of mobiles themselves (better resolutions, new functionalities, etc.) will also contribute to this rise. Rather than dwelling on the evolution of the mobile market.
It is better to focus on ways of offering mobile users, who will be the majority tomorrow, the best experience: graphic redesign with primary consideration of mobile, prioritization of content to highlight the information sought, complete transformation of purchasing habits with shorter and simpler conversion paths, personalization of marketing operations, innovation in cross-channel interactions, etc. In 2016, the biggest challenge will be to improve the mobile conversion rate, with a generalization of "one click" payments and the optimization of the purchase tunnel. As for the dominant position that mobile is acquiring, it could finally open up a new way of building and using the web.
- Board index
- All times are UTC
- Delete cookies
- Contact us