Mobile Campaigns

Mobile Campaigns Build Brand Loyalty

A recent report from Vibes highlights how Australian marketers can use mobile campaigns to facilitate loyalty and customer engagement. As mobile is increasingly moving to the centre of integrated ad campaigns, marketers must focus on using these devices to create loyalty and win the hearts of consumers.

A CMO article highlighted the 2016 Mobile Consumer Report from Vibes, a mobile marketing technology vendor. The report interpreted statistics from over 1000 participants regarding mobile-based campaigns to build customer loyalty. Some survey highlights include the following data:

  • 77% of smartphone users felt their brand loyalty was positively impacted by receiving mobile offers and exclusive content via smartphone devices. Messages could be anything from a reward, exclusive points, or a birthday message.
  • Only 3% said their brand loyalty would be negatively impacted if they were contacted via mobile.
  • Just under 60% of consumers opted in to receive text alerts and updates about shipments and products.
  • 59% said they would have a more positive opinion of retailers if they received coupons and marketing offers that could be saved to their smartphones.
  • 73% wanted the ability to save loyalty cards to their smartphones.
  • In terms of mobile advertising, 48% were likely to download an app (furthering our in-app advertising research)


Context is King

The 2016 Mobile Consumer Report found that consumers are particular about the type of content they’re willing to click on. Customers are extremely motivated to click through when the content is a nearby offer pinpointed via location data. This proves that marketers who tap into location, time, preferences, and purchase history can enhance their mobile content to achieve a better Mobile Campaign ROI.

But when it comes to customer engagement, how much is too much? A significant percentage of respondents (59%) told Vibes that too many updates is a primary reason for unsubscribing. 51% said they unsubscribed to updates that weren’t relevant, particularly when the location was inaccurate. Users are negatively affected when targeted with non-local offers and updates. When it comes to mobile offers that use location, accurate data is paramount, while knowing consumers’ messaging preferences is just as important as the message itself.


Personalisation Builds Loyalty

The strong take out  is that consumers are happy to engage in personalised mobile interaction with their favorite brands. Understanding customers is essential to creating personal, contextual interactions, meaning brands need access to a high-quality customer database. Powerful first-party data fuels this mobile database, and and is core to driving measurable ROI for marketers. Loyalty programs also provide more opportunities for consumers to interact with brands, offering up key data that allows for hyper-personalised mobile campaigns later. These personalised mobile campaigns allow marketers to foster further loyalty in consumers because consumers feel better understood. Convenience is another key factor in cultivating brand loyalty. By leveraging mobile, marketers can encourage personalised interactions on the platform where consumers are most comfortable.

A B&T article suggests making mobile the cornerstone of your entire loyalty programme. By pushing mobile campaigns via branded apps, loyalty programs surge to the next level. Mobile campaigns can drive brand engagement by collecting consumer-offered data in exchange for loyalty benefits. This exchange builds a community for brand loyalty, and can even encourage omni-channel shopping. The mobile data is instrumental. B&T supplies that nearly three-quarters of consumers wish to interact with loyalty programs via mobile. Mobile campaign efforts must rise to grasp this opportunity by providing an innovative and exciting personalised shopper experience.


Use Emotion To Create Sentiment

Not long ago, Clickz released an article that stressed the importance of placing more emotion in ads. The article suggests that emotion-rich campaigns are the ones that best succeed because they create sentiment, empowering brand loyalty. It’s natural – consumers make decisions emotionally first, before rationalising those decisions logically. Emotional appeal can create strong consumer engagement, and marketers who link this appeal into mobile campaigns have much higher odds of motivating casual shoppers to interact with loyalty programs. By applying emotional elements to the customer-provided data, mobile campaigns can better cater to consumer needs, and personalise the entire shopping experience.
Combining accurate consumer-provided data, emotion, and convenience into mobile campaigns can stimulate brand loyalty. The mobile advertising space is currently thriving on personalisation. When brands provide convenience via targeted mobile campaigns, consumer loyalty engages repeat business. Personalised interaction is necessary to bring consumers what they truly want, and is the key marketers hold when leveraging mobile campaigns for consumer loyalty.

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