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Have you seen The Customer-Focused Marketing Playbook?

This comprehensive and practical guide to the latest ideas in customer-focused marketing hands you over 200 packed pages of strategy, best practices, do's and don'ts, practical know-how, facts and figures, and ideas to optimise your marketing strategy, boost sales, market share, increase ROI and profit.

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Mobile marketers shouldn't worry about opt-outs

Mobile marketers are poised for greater success if they focus their messaging strategies on the 15%-20% of customers who are already engaged, valuable, active and eager for repeat business, rather than throttling push notifications over concerns that some customers might opt out, according to a white paper from from mobile marketing firm OtherLevels.

The white paper, entitled 'Hung Up On Opt-Outs?', was written to provide recommendations for marketers who have raised questions about proven messaging tactics or who intentionally scale back push notifications because of concerns that customers might opt out of further communications.

"The goal of personalised mobile marketing is to satisfy ready-and-waiting customers who are already in the brand's camp and have proven their value," said Ramsey Masri, OtherLevels CEO and a co-author of the report. "Those top-tier, opted-in customers want to learn more, spend more and engage more. Marketers should pamper high-value customers first, and then pursue follow-up tactics for low-activity, lower-value customers."

Key insights for mobile marketers include:

Make the "opt-in" crowd a priority by leveraging mobile data and using multiple message formats - e.g., push notifications, in-app alerts, interstitials, peer-to-peer communications - to connect with smartphone-enabled customers.
Mine valuable data about customer preferences, activities, recency of interaction, location, loyalty status and more to deliver timely, relevant, personal mobile messages.
Leverage the 'Pyramid of Opportunity' to segment customers, focusing attention on the 15-20% who are active and engaged.
Mobile gaming revenues will eclipse online gaming revenues in 2015 and mobile is predicted to represent 50% of 2017 US commerce - both of which are trends that raise the bar for marketers to adopt effective 'mobile first' mindsets.

"With this kind of re-energized approach to mobile messaging, marketers can target a 'smaller-but-engaged' group of consumers with data and strategies that focus on more engagement, higher activity and deeper loyalty - key elements of competitive advantage," concluded Masri.

Sources: OtherLevels / The Marketing Factbook.
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Categorised as:

Customer Loyalty
Knowing The Customer
Marketing Know-How

Have you seen The Customer-Focused Marketing Playbook?

Learn the insider's tricks and techniques to turn every customers into a 'super spreader' for your brand. It's better than free advertising. Once you start this ball rolling, your brand can grow rapidly through word-of-mouth, advocacy, influencers, and customer loyalty. Super-charge your company's marketing strategy, build up your market share, and make more sales through repeat business and customer loyalty.

Find out what works - and what doesn't - and who's succeeded, and how they did it. See how the world's top brands keep their competitive edge against all odds.

The Customer-Focused Marketing Playbook walks you step-by-step through the techniques, metrics, reporting, analysis, marketing models, technologies, tools and innovations for successful marketing strategies - both traditional and emerging - with expert guidance from thought leaders in every major market. Find out the best ways to gather, analyse, and act on customer data to increase profitability, build your brand, empower your customers, beat the competition, reduce churn, and increase customer profitability. This is a marketing book you simply can't afford to be without.

This book aims to hand you all the facts, figures and research data you need for the best decisions for a more profitable, more engaging marketing strategy. It also highlights all the facts, forecasts and trends identified by our experts from the global Marketing Factbook's vast database of market data, news, studies, research and articles, and presents you with an invaluable library of ideas and practical support you can call upon at will.

With The Customer-Focused Marketing Playbook at your side, you'll have instant access to a true goldmine of easily adaptable and up-to-date strategies, walk-throughs, trends, research and market data, plus all the supporting arguments you need to build a solid, profitable marketing strategy.

Get it on Amazon (Kindle/Print)