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Consumer insight

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When you are looking to be successful at a mobile marketing campaign it is important to consider consumer insight. Consumers are what drive sales, and thus, knowing what they want, and how they want it is going to make a huge difference in your bottom line. It can make or break your mobile marketing campaign.

- Consumers rely on their mobile devices. They use them for far more than talking on the phone. They now use it for texting, as a GPS, for directions, to shop, to socialize via social networks, and more. In other words, consumer use is something that should be taken into consideration in your mobile marketing campaign. Understanding the uses can help you cater to the uses with your offerings, for example, if they use it for online shopping, you can offer coupon codes, etc.

- Understanding their motivations will help you align your strategy with their motivating behaviors. Asking for some consumer insight can help you pinpoint the motivating behaviors and then leverage them in your mobile campaign. A campaign that is aligned with the factors that motivate consumers is going to be far more successful. You will see that you connect with consumers on a more intimate and personal level.

- Define the mobile persona of your target. This is important because it means understanding your consumers. If you want to be successful in mobile marketing, you need to understand the persona of those you are targeting. Consumer insight is going to help you gain a more complete understanding of your potential consumers. This can lead to click-to-call features, if your consumer wants to talk to a live person, video tutorials if they don't, etc.

- Screens are not huge, this means you have to make the most of your space. One of the most important things consumer insight can do is help you recognize what is worth prioritizing, and what isn't. This way, you use the limited space you have to the best advantage. Instead of including information or images that a user is not interested in, you can maximize impact with the limited space you have available to you.

- Offer true value to your audience, don't just distract them. You can't offer value to customers if you do not know what it is that they value. Consumer insight can help you pinpoint what will make them happiest, what they value, and just as importantly, what they don't. This way you can gear your campaign around providing value to their life, and giving them what they are looking for, not just a distraction.

Mobile marketing is such a personal form of marketing, and the most effective strategies are those that get personal with the consumers. Taking time and resources to gain consumer insight, and do some research about what matters most to your consumer is one of the most important things you can do for a successful mobile strategy.

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