Four Questions To Improve Your Mobile Lifecycle Strategy

Adopting a lifecycle approach to your mobile efforts means placing customers at the center of your marketing strategy. These strategies were first published on CMO.com, which delivers marketing insights, expertise, and inspiration for and by marketing leaders.

Marketers are struggling not only to effectively optimize the mobile channel, but also to see a holistic view of the customer lifecycle, as attribution gaps leave them wondering not only where sales came from, but why and where customers drop out.

Re-engaging is harder than engaging in the first place, as recent trends show that on average, 75% of users will abandon a mobile app within three months. One basic yet significant example of marketers struggling to re-engage is how a whopping 90% of mobile shopping carts are abandoned before checkout.

In order to trace and optimize the customer journey across touch points, both online and off, marketers need to treat mobile as a lifecycle in itself. Reimagine mobile marketing through this lens and bring your strategy up to snuff by asking yourself these four critical questions:

Is your data dated?

It’s imperative to have a treasure trove of customer data, but that data is useless if it’s not up to date and relevant. Marketers need to have a means to gather, store, and employ their customer data that’s both automated and agile.

Another key component of keeping your data current and relevant is making sure it tells the whole story by incorporating omnichannel customer activity. This means connecting the dots between outside and inside the app, understanding behavior, such as browsing products, adding to cart, and visiting retail locations. Nothing is more annoying than getting a message about a product that you just bought in the store or on desktop.

Are your messages really personalized?

It’s one thing to put someone’s name in an email and another to personalize strategically from end to end of the customer journey, beyond static details of a user profile. Marketers should think about personalization in terms of what is useful and contextual to the consumer, rather than using it as a veneer to blast irrelevant messages.

That means, in many cases, event and location-based personalization based on real-time user behavior, meeting the consumer where they are in their life cycle, and weaving seamlessly into it. Personalization also means, on a much more basic level, making your message sound like it’s coming from an actual person, using natural or even colloquial language to give your message a human element.

Is the user experience optimized?

Congrats on getting users to your app! But marketers need to realize that this is just one part of the equation for engagement. A mobile lifecycle strategy has to consider a holistic picture of messaging and in-app experience. Marketers have one chance to make a good first impression via the interface and must ensure that it’s optimized and personalized, as customers today have high expectations for user experience and app design.

At the same time, optimizing this experience is a constant process of testing and iteration to identify the most compelling in-app content, the best layout and flow, and the right calls to action for a seamless path to conversion. With these in place, users are more likely to stay engaged. You’re only failing if you stop trying to improve.

Are you missing your moment?

Mobile users’ sessions on any given app continue to shrink as phones become a multitasking device in the midst of everyday life. As such, mobile marketing tactics have to continue to adapt in order to reach users in what are now not just “mobile moments” but “micro-moments” throughout the customer lifecycle.

Marketers have mere seconds to respond rapidly to user behavior before they miss a window that could become a key touch point on the journey to conversion. In order to accomplish this rapid iteration, brands have to rely on automation, the ability to use data to anticipate future mobile moments, and the need to optimize their content for smaller moments and lower attention spans.

For 10 proven strategies on using Mobile Lifecycle Marketing to shape and win these critical mobile moments — download the definitive guide here.


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