The mobile phone has become an extension of the consumers self, habitually they have their devices at arm’s length; with 91 % of smartphone owners admitting to this and  ‘feeling naked’ without their devices, the opportunities for marketing through this medium has never been more advantageous. People consume content from their mobile phones almost every waking minute, it is not unusual for a typical smart phone user to unlock their phone 110 times per day. They are living a mobile first lifestyle where people want to be engaged immediately and intuitively and not have their time wasted with irrelevant information. iOS and Android devices are typically the preferred option for searching, talking, texting, reading, taking photos and dating. We are very much part of the Mobile First Generation.

In order to acquire and retain the customer it is imperative that mobile marketing evolves from a push to a pull methodology and leverages contextual relevance, pushing rich, relevant content at the right time in the right place, rather than just broadcasting to all with a generalized notification. A combination of contextual location-based information and audience targeting through in app preference, history or social data is essential. For instance a vegetarian comes within the proximity of a restaurant and the user receives a tailored meal offering fitting and fulfilling an immediate need.

Delivering highly relevant offers through mobile is a way of meeting the consumers immediate needs i.e. resulting in a “pull” strategy response where the mobile user will start to seek out mobile offers marketing rather than “push” marketing where the mobile user is interrupted from their mobile experience. Ultimately, using the former strategy will result in positive repercussions for the brand as a result of pushing notifications that meet their customer’s needs, rather than irrelevantly interrupting their mobile experiences. This is mobile relationship marketing at its core. The brand demonstrates the value they provide, solidify their position on the users device and create a long lasting relationship through mobile while increasing their brand equity.

Zara is as an example of a retail company that could embrace relevant push notifications to its app audience. They could send a notification revealing a limited edition offer that will be made exclusively available only to a targeted, segmented group of customers to whom it is relevant. McDonalds in the UK, does this well. They included a “restaurant finder app” for “night owls” based on location based data and social data. The result of this marketing strategy resulted in an increase in night time sales by 4 %. Given the highly competitive market across the digital landscape the delivery of relevant contextual messages is crucial, context is key. At the other end of the scale in terms of push notifications and relevancy there is always the risk of a company damaging their brand equity if they send out irrelevant content or even worse irrelevant context to the end user…..For instance the vegetarian is out on a night out in search of a mid night feast and receives a notification from McDonalds for a Big Mac…

McDonald's has successfully targeted a niche "night owl" market successfully via mobile

McDonald’s has successfully targeted a niche “night owl” market successfully via mobile

XtremePush is a mobile marketing company that fundamentally bases its principles on the term ‘context is king’. XtremePush drives Mobile Engagement pushing rich, relevant content at the right time in the right place using geo-fencing, segmentation and analytics modules where we understand your customer through deep analytics and smart audience segmentation. We strive to engage on your terms in the delivery of rich, targeted content relating to your consumers preferences, location and desires.