Mobile Marketing Retail Has To Change
Is your SMS text message what they want to get?
Mobile Marketing is a great way to interact with your customers because it is a way to connect immediately. Contests and polls offer insight into preferences and buying trends. Product launches and in-store events reach the people who are interested. Alerts or recurring reminders (if requested) about sales, instant notification of special offers, virtual coupons, and other promotions are good ways to give loyal customers reasons to remain loyal.
But in order to be truly effective over time, mobile marketing has to be able to change when the situation calls for change.
When Should Mobile Marketing Retail Change?
When customers allow their personal information to be used for mobile marketing, it is a privilege that retailers should respect. Consumers today are constantly being hit with marketing messages and many people have become hesitant to ask for any contact. The prevalence of spam and phishing and security leaks make this issue a priority in many consumer’s minds.
When a customer asks to be contacted via mobile marketing, it’s a good idea to let them be a partner in Customer Relationship Management by making it easy for them to change some settings in their account when they change their mind. Some good real-life examples of this are:
- Life got overwhelming and the messages are too frequent — so they want to change how often they are contacted.
- There is a new pregnancy — so they want notifications of baby-related sales.
- There was a loss by miscarriage and the messages are too painful — so they no longer want notifications of baby-related sales.
- They want to change their phone number — so now they want their contact updated.
When changes like these have to happen at a service desk, they often don’t happen at all because it’s too much work. Every time your mobile marketing text comes in, though, it’s a negative reminder instead of a positive one.
The Solution Is Simple
On your website, provide customers who have opted into your mobile marketing campaigns a simple way to adjust the settings in their account. Put the link at the end of every message in a short phrase like, “Change notification settings here” and make sure it works with mobile devices. This lets the customer know they have control of how they will be contacted when their life changes. It also gives a positive impression that will encourage them to sign up for your Mobile Marketing campaigns.
