Marketers that want their brands to thrive in today’s always connected world must plan carefully over the next 12 months to identify new ways to connect with customers on the go. Here are six key trends marketers should consider incorporating into their strategy to pave the way for success in the new era of the ‘internet of customers’.
1. Mobile devices are personal, so time your messages carefully.
Smartphones are increasingly becoming the dashboard to every facet of consumers’ personal and professional life. This requires marketers to operate with an even greater sense of relevancy and awareness. Timing communications is therefore vital. The best time to send an SMS is when your customer is most likely to buy, just before or during peak shopping times. As a mobile marketing best practice, don’t text between 9pm and 11am as many people are in bed at this time. If you are an international company keep time differences in mind. Request time zone information and send your SMS in waves.
2. Optimise email for mobile.
Most Australians now own smartphones, providing a great opportunity for brands to connect with customers on the go. By optimising email for mobile devices, you can create positive customer experiences and increase conversion rates.
3. Reduce customer service costs.
SMS is invaluable for customer service. For example, launching a SMS response program that reduces the time it takes to service customers will provide a better level of assistance and increase customer engagement and satisfaction.
4. Get creative with visuals.
Video is a huge growth area for marketers to drive engagement with customers. The optimal length for videos in emails and SMS messages is around 60-90 seconds. Marketers should also track video abandonment rate analytics to learn where their customers are dropping off so they can determine a precise indication of ideal length.
5. Tie thought leadership to timely events.
Consider leveraging recent news or events for to become even more relevant to your customers and prospects. Communications need to be integrated, so what you’re saying on one channel aligns with what you’re saying on another.
6. Find the right time to interact with customers on each channel.
Understanding customers’ online habits is key to delivering successful marketing messages. We already know that approximately 71% of Australian consumers check email first thing in the morning, 17% check Facebook, and 6% check their news sites. As the Internet of Things continues to develop, following these simple tips and ensure better engagement, closer relationships and a higher level of ROI with your customers (oh, and if you haven't make sure you setup your marketing automation to support your wider strategy).
*This post originally appeared on Marketing Magazine.