Why Retention Trumps Acquisition in the Mobile Marketing World

Your consumer population is a community, and they deserve ongoing support. In 2016, real-time strategies win. Companies can’t expect to profit from number acquisition alone, and they’re changing to retention-heavy mobile marketing strategy. Mobile conversion rates have increased by 64 percent compared to desktop, and for several reasons. The smartphone’s anywhere, anytime design makes ongoing customer engagement possible, and mobile-centric consumers are sticking to brands with great retention policies.

Retention, in the long-run, is far more important than initial numbers. Below, we’re running through the trends responsible for the paradigm shift, one by one:

Trend One: SMS Surveys are Grounding Consumers

With so many buyers relying on smartphone access, SMS surveys are dominating outreach strategies. SMS surveys are inherently retention-centric tools. In recent years, they’ve been used to garner feedback, transform data into information and improve ongoing communication between business and buyer. 65 percent of marketers state SMS texting is incredibly effective. Because 80 percent of the current population uses mobile devices constantly, SMS surveys have become customer-keeping marketing cornerstones.

65 percent of marketers state SMS texting is incredibly effective. Click to Tweet

Trend Two: Ongoing Mobile Outreach is Measuring Lead Nurturing Performance

Today, keeping lead nurturing performance in-line is hard. That said, a lot of mobile marketers are using mobile marketing to boost retention by measuring leads. To get the “full picture” of a target audience, decision makers are taking charge with mobile app data, geo-location services and real-time alerts. The smartphone is a lead generating power-package, and businesses are using ongoing lead performance measurements to secure retention. In the mobile world, ongoing outreach surpasses initial acquisition in terms of sustainability.

Trend Three: Consumers are Sticking to Several Apps

You’ve probably witnessed the onslaught of apps in recent years. In 2015, the average smartphone holder had, on average, 36 apps installed. They didn’t, however, use nearly that many. Modern smartphone owners spend a majority of their time between four to six apps, jumping between several branded utilities. A lot of the users you might be spending money on acquiring are simply uninstalling your app quickly. They’re turning down immediate services.

They are, however, boosting retention-based solutions in doing so. Recent surveys reveal that a five-percent boost can increase a business’s profitability by 75 percent. There might be a pile of apps the consumer never uses, but the apps they do use are being monetized for outreach, communication and consumer benefits.

Trend Four: Steady Content Flow is a Dominating Strategy

A recent survey of mobile holders has revealed that 80 percent of users check their devices within 15 minutes of waking up. Today’s buyers can’t wait to see what their device is doing. For this reason, retention-based mobile marketing initiatives are winning. It isn’t about “who sees what” initially, anymore. It’s about “who keeps seeing what.”

It isn’t about “who sees what” initially, anymore. It’s about “who keeps seeing what.” Click to Tweet

A steady flow of content creation is unbeatable, marketing-wise. Because automated SMS senders have become increasingly popular, content creation has taken a front seat in the digital marketing world. Experts who know what’s hot stay hot, and they stay hot because they’re retaining customers with constant mobile media rollouts, loyalty programs and location-based services. To support your brand, you need to value it.

Customers, in the long run, will stay with a brand able to provide constant benefits. While they’ll wander across multiple channels, they’ll always come back if ongoing benefits are offered. The mobile marketing world is expansive, and it’s only getting bigger. Fortunately, today’s innovators are up-to-snuff with effective strategies. There’s a time for retention strategies, and that time is now.

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