Why Retention is the Key to Mobile Marketing Success

Sophorn Chhay
Sophorn Chhay
Guest Contributor

In retail, mobile is the name of the game, not only as a driver of e-commerce, but also as “the new front door of the store.” But, as with most marketing initiatives, it’s not acquisition that develops long-term value, but retention.

Every year, mobile marketing takes on consumers and decision-makers alike. Today’s smartphone holders spend a great deal of time browsing Safari, opening apps, texting, and sending emails. Chances are, you’ve checked out the Apple App Store and Google Play store. Combined, both pack about three million mobile apps. If you’re attempting to lift up your mobile marketing strategy, you’ll have a tough time operating on initial downloads alone.

Your brand needs retention to survive. In fact, retention these days is more important than acquisition. If you’re spending tons of money on customer acquisition, it’ll be wasted if they don’t stick around. Fortunately, mobile marketers are using opt-in services, geo-location technology, and good old-fashioned retention strategies to settle the score between buyer and seller. Retention should be prioritized over acquisition in mobile marketing, and for a few reasons:

Reason One: Mobile Internet Use Prioritizes Consistent Users

In 2015, 60 percent of mobile users prioritized their smartphones as Internet sources. A lot of today’s marketing trends gravitate towards the Internet-savvy consumer, and a lot of mobile marketers are using constant Internet connectivity as a retention tool. For this reason, retention itself is more important than acquisition. Customers might find a brand via Safari, but they’re sticking around for constant brand website access.

Reason Two: Omnichannel Retail is Winning

Retailers are adapting, and they’re engaging users with ongoing omnichannel support. Last year, surveyed CEOs stated they considered omnichannel retail to be a top priority. Thirty percent stated they were increasing investments to improve their omnichannel approach.

Retailers are mastering emergent smartphone technology, and they’re leveraging localized mobile websites, desktop e-commerce sites, and smartphone apps to expand into global markets. The outreach isn’t for acquisition, either. It’s for retention. Cross-channel support breeds constant use, and constant use creates the need to return to brand-favorite options. Mobile marketing, intimately tied into a multitude of other channels, has become a cornerstone for cross-market resourcing and sustainability.

Reason Three: Mobile App Marketing is About Quality, Not Quantity

Admittedly, mobile apps exist at the forefront of mobile marketing. They’re a basis for ongoing mobile use, and they’re widely used to roll out SMS coupons, QR codes, and in-store amenities. While the average app user has about 36 apps installed on their smartphone, they spend a majority of their time on four to six apps. If you’re targeting downloads to boost your mobile strategy’s baseline, you’re doing it wrong.

Reason Four: Mobile Coupons are Increasing Customer Loyalty

Personalized marketing is in style, and providers need to be up to date with modern connectivity trends, personalized strategies, and instant-response deals to get ahead in 2016. Smartphone holders like personalized deals. For this reason, mobile coupons are skyrocketing in popularity. In 2015, 29 percent of smartphone owners accepted mobile coupon scanning. More used a mobile device’s quick-access options to shorten the distance between research and purchase.

Reason Five: Viral MMS Campaigns Favor Retention-Bound Providers

Emails, texts, and social media access are being governed by multimedia. Unsurprisingly, mobile marketers are boosting campaign results with multimedia-integrated texts. Automated SMS should be at your strategy’s core, driving it throughout your mobile strategy’s lifespan. If you’re using a drip email campaign or a social media approach, you should similarly focus on MMS linking.

Why? Because viral videos govern modern Internet. They also benefit repeat brand visitors. Sure, a popular video can gain attention, but few platforms promote brand dedication similar to MMS. Keep your consumers interested, keep them visiting your mobile website, and continue raising interest with insightful, entertaining mobile media.

What’s Next?

How do you ensure that your customer is getting the best mobile experience possible when interacting with your brand? Make sure to share them with us in the Comments below. I would love to read them.

About the author:

Sophorn Chhay is the marketing guy at Trumpia, the most complete SMS software with mass text messaging, smart targeting and automation. Follow Sophorn on Twitter (@Trumpia), LinkedIn, Facebook and Google+.

Join the #retail and #inspiringretail conversations on Twitter @RetailNext, as well as at www.facebook.com/retailnext.