UK Mobile expert reveals consumer engagement trends and opportunities –

Andy Gladwin, Head of Global Mobile GTM, Cheetah Digital discusses how there is a growing body of evidence showing that people are more obsessed with their mobile phones than ever before. For marketers and brands, this obsession represents an incredible opportunity, especially as third-party cookies and relationship marketing emerge as the king of the marketing paradigm.

Smartphones are often the first thing people check in the morning and the last thing they touch at night. In the UK, people are estimated to consume an average amount of it four hours every day clicking, tapping, swiping, and looking at their mobile devices – that’s at least a quarter of their waking hours. Undoubtedly, the mobile phone is an inevitable extension of the modern consumer and as such, it has emerged as the heartbeat of relationship marketing.

In the UK, mobile marketing is the fastest growing channel to provide opportunities for brands to effectively engage with consumers, including mobile video commerce and gaming. In fact, almost half (48%) of UK marketers say they will allocate more than a quarter of their budget to mobile advertising, a recent statement. WARC report reveals.

Compared to different channels, mobile phones really stand out as a strong way to communicate with customers. Around 98% of all text messages are opened by the receiver. That means brands can be confident that their message will be read and acted upon within a short period of time.

This is a great opportunity to not only deliver value but also convenience

We talk about going from the physical world to the digital world and then back to physical again, in terms of engagement. Mobile is becoming more popular with brands as a way to do this, especially in this post-pandemic environment where physical contact is minimized.

Mobile marketing it enables businesses and brands to communicate to customers easily, effectively and instantly. In fact, once an SMS is sent, the presence is profound – around 90% of messages are read in 90 seconds.

Even more, whether the recipient is eight years old or 80, there is no barrier to understanding how to operate a text message. With that level of engagement, one that provides up to 45% of responses when there is a call to action; it is very strong for more and more organizations to jump on the trend.

Overcoming barriers to mobile marketing adoption

It could be argued that the pandemic has left us more glued to our phones than ever before. A survey of 500 UK adults and 20 interviews, funded by Research England, found that more than half of respondents say they use screens more often than they did before the pandemic. This has helped position mobile marketing as the hottest trend in relationship marketing.

However, some brands and organizations are still hesitant to latch on. This reluctance can be attributed to three main reasons, including:

  • Trouble starting: These organizations understand the value of SMS, but don’t know how to get started. They don’t know what they need to implement before they send a message; for example, providing code and collecting consent.
  • Investment justification: These organizations know they want to use SMS, but cannot decide on the most effective way to implement it as a strategy. They question whether they should use SMS for promotions, notifications, delivery or appointment reminders, etc. They want to understand where SMS is most effective in protecting their investment.
  • Intimidated by regulation: Whether it’s a small startup or a large enterprise, no one wants—or can’t afford—to damage customer relationships. These organizations and brands want to know how to effectively implement SMS in their marketing toolkit while staying within the boundaries of current regulations and providing best practices to customers.

In order to remove these barriers, it is vital for the industry to embrace companies such as The Mobile Ecosystem Forum (MEF) that package thought of leadership as a small consumable information for enterprises to learn. This can encourage more organizations to adopt A2P, helping them provide added value to customers in the services they provide.

There are many nuances and complexities to SMS, and it is up to the industry to simplify these by focusing the solution on value rather than bureaucracy.

Unlocking the value of mobile marketing

In this landscape, it’s not enough for your brand or organization to have an SMS program with notifications, promotions and alerts set up. They need to personalize each message to ensure it is relevant to the consumer.

This could be understanding whether they are a first-time or long-term user or finding out what their interests are. For example, if they are looking at a ski holiday, send them an SMS tailored to a ski holiday rather than a ‘fun in the sun’ event.

With SMS, there are many different attributes that create context – has the customer submitted a complaint recently? What were his last transactions? Have they signed up to a loyalty program recently? This type of information can be used to create an environment that fosters relationships with consumers.

This information allows you to create the content decision-making channel that offers the most impactful and valuable personalized interaction. These leads then drive customer lifetime value.

A mobile phone is of great value in the digital age. When engaging with a brand, consumers interact with a number of digital touch points that are often not connected. However, these channels can almost always be accessed on mobile, with SMS, browser, email, apps, social and wallet readily available on most smart devices. Therefore, by making mobile the centerpiece of any digital communications strategy, brands can harmonize data and use it to power more personalized and seamless experiences across all touchpoints.

Relationship marketing bridges the gap between data and contextual engagement, ensuring brands and organizations can easily and fluidly understand their customers, activate insights and deliver personalized experiences effectively across all channels and touchpoints. Relevant and timely messaging, which SMS and apps make so easy, is critical to educating customers, minimizing friction, building purchase consideration, and developing deeper relationships.

About the Author: Andy Gladwin, Head of Global Mobile GTM, Cheetah Digital

Voted by the industry as one of the Top 25 Mobile Influencers, Andy Gladwin is a recognized thought leader and strategist. With over 15 years of experience in the mobile messaging market across various levels of the mobile value chain, Andy continues to be an active participant within industry bodies. Because of his unique, deep understanding of CPaaS, SaaS and enterprise business drivers, the Mobile Ecosystem Forum appointed him an Ambassador for Enterprise Engagement. Today, he lives in the United Kingdom, where he is the market leader for Cheetah Digital’s Global Mobile service offering.

About Digital Cheetah

Cheetah Digital is a provider of cross-channel customer engagement solutions for the modern marketer. Cheetah’s Digital Customer Engagement Suite enables marketers to create personalized experiences, cross-channel messaging, and loyalty strategies, backed by an engagement data platform that can scale to meet the changing demands of today’s consumers. Many of the world’s top brands, including Starbucks, Hilton, Neiman Marcus, Levi’s, and Williams-Sonoma trust Cheetah Digital to help them drive revenue, build lasting customer relationships, and deliver a unique value exchange on throughout the customer’s lifetime. To learn more, visit

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UK Mobile expert reveals consumer engagement trends and opportunities –

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