According to a recent study by mobile marketing firm 3C Interactive, the following four mobile trends will be essential to keep customers engaged in 2017:
- The mobile wallet as a marketing channel
Mobile wallets are not just for credit and debit cards... they are also useful for store coupons, loyalty cards, event tickets and boarding passes, says 3C. "Mobile wallet objects give brands a perpetual presence on the customer’s device—providing easy access and keeping brands top of mind with the customer."
- Developing an "app-plus" strategy
Apps continue to rank high by marketers, but 3C says that 25 percent of apps are abandoned after the first use. "Developing an 'App Plus' strategy with additional mobile capabilities like messaging and wallet allows brands to re-engage dormant app users and the nearly 60% of users who don’t utilize push—driving engagement and ROI for the app."
- Driving loyalty acquisition
When it comes to customer loyalty, 70 percent of customers don't sign up for loyalty programs -- it takes too much time. But 72 percent say they would be more likely to sign up if marketers simplified the process via text message. "With mobile, brands can amplify the effectiveness of both online and offline acquisition tactics while meeting consumer demand for ongoing engagement."
- Increasing coupon redemption
Mobile coupons are redeemed as much as 10 times more than print coupons, reports 3C. "Mobile messaging and mobile wallet coupons enable brands to cut through the clutter of paper and even email coupons to drive store traffic and increase redemption rates."
For more from 3C, read their blog here.