3 Tactics for Efficient and Effective Mobile Campaigns

Mobile Mastery Is Closer Than You Think

Marketers have heard time and again how important the mobile channel is to their business. After all, time spent on mobile devices has steadily increased year-over-year, meaning that marketers vying for customers’ precious attention need to enhance their presence on this channel.

However, the reality of customers’ online habits doesn’t tell the whole story. Marketers looking to leverage the mobile channel to its fullest potential are often faced with tight internal bandwidth, tech stack challenges, and a lack of insight as to what use cases will truly push the needle forward for their business.

While these challenges may lead to mobile engagement and revenue feeling out of reach, these three strategies will help marketers conquer them easily and drive unparalleled success in customers’ favorite channel.

Tight Bandwidth? Reuse, Recycle.

When a team is already overwhelmed by their to-do lists, the answer isn’t to chug more coffee and pull an all-nighter. The best place to start is repurposing an already successful email and adding a mobile twist.

Take this product grid with a track record of great performance as an example. As shown through the ratings and reviews paired with each product, these creative assets are already connected to an API data source. 

To transform this product grid into a mobile format, use a campaign platform like the Tactics Gallery to automatically power an in-app product recommendation delivered in your chosen mobile template. 

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Additionally, marketers don’t need to resort to only showing one product or squishing a long email grid into a single notification. Instead, make the most of the mobile medium and pivot to formats like carousels.

These formatting choices are the primary tasks on the to-do list for this campaign. For everything else, re-use the same data sources and assets from the original email—no need to rebuild from scratch.

Meet Tech Stack Issues With Data Collection

Marketers are often faced with data challenges. Whether it’s a migration to a new CDP, pending data from mobile app behavior, or something else all together, these data hurdles can often deter marketers from deploying mobile campaigns right away.

The solution to exiting the tech stack limbo is by proactively gathering zero- and first-party data. Start simple with gamification plays like in-app live polls to gain the necessary insights for providing a unique mobile experience. Once that data is gained, start serving personalized content that supports the target goals associated with the segment that customer falls into. By making the first move to understand customers better, marketers can create a better brand experience that ultimately drives click-through rates and conversions. 

Mobile Use Cases That Are Worth the Effort

When seeking to get stakeholders on board, mobile marketers are often met with comparison. More established channels like email, direct mail, and paid social have a strong history of reliable ROI. Though mobile usage has quickly climbed, marketers often have to work harder to prove the efficacy of the channel for driving equal levels of engagement and revenue.

But if there’s a plateau in mobile results, the answer isn’t to step away from the channel. The opposite is true—what marketers need to do is lean into mobile-specific tactics that can only be delivered on this channel. Reusing and recycling successful email campaigns is only the first step. To keep growing, marketers can look next to mobile-first strategies such as scratch- and peel-offs, carousels, interactive live polls, or seamless multi-step interactions that support conversions.

Does this circle back to the bandwidth problem? Not necessarily. Marketers can quickly bring interactive in-app messages to life through the same Tactics platform. 

Using the same designer tool, build out multi-tap experiences without slowing down to accommodate front-end resources or third-party agencies. With Tactics, pull in relevant data to power new message types that dynamically respond to any device just as quickly as business-as-usual emails. What makes the build process easy breezy are built-in safe zones, the ability to pin and stretch content to fit viewport sizes, and HTML5 preview tools.

Reach the Peak of Mobile Success

Mobile may be a newer channel, but it’s already clear that its potential is limitless. Hit the ground running with these strategies for the next mobile campaign to success grow exponentially.

Discover more about Movable Ink’s mobile features through the related resources below, or see the solution in action here.