The conventional marketing funnel is one tried-and-true method of generating sales. It aims to capture as many leads as possible, then slowly nurture them throughout each stage of their journey. However, this method isn’t enough for those seeking genuine engagement with their audience, as it often fails to create strong, organic relationships. Given the rapid rise of ecommerce and mobile applications, a new marketing strategy is now taking shape.
What is a Mobile Engagement Loop?
The growing popularity of search engines, mobile devices, and social media platforms has sparked a revolution in consumer behavior. Businesses mustn’t neglect these trends if they wish to be competitive in the digital world.
The mobile engagement loop is a marketing framework specifically designed for the 21st century consumer. It understands that their brand experiences involve engaging with various online channels which constantly build trust and loyalty. This holistic view of customer engagement leverages user data, gaining an insight into their preferences to deliver a highly personalized experience. Through the use of apps, email, websites, social media, text messaging, and original content, businesses can easily deliver the ideal journey to attract a lifelong following. A mobile engagement loop can be broken down into four simple steps which reinforce each other. Rather than an open funnel which only moves in one direction, this closed-loop system creates self-sustaining internal feedback.
1. Onboarding
The first impression is always a lasting one, and brand relationships are no exception. Proper onboarding instantly provides consumers with a personalized experience which evokes an emotional reaction. Online reviews, welcome messages, new customer discounts, and social media content all serve to start the brand relationship off on the right foot. Since consumers are more likely to buy from brands they trust, a positive first impression often means the difference between a lifelong customer and a lost opportunity.
2. Conversion
Personalized marketing efforts tend to get consumers’ attention. They show that a brand views them as an individual rather than simply another number on a report. This is especially valuable in a world where consumers are bombarded with ads, offers, and endless product choices. In fact, a recent report asserts that 72% of consumers say they only engage with personalized content. Mobile apps, for example, offer many great opportunities for customized marketing via push notifications, in-app messaging, targeted alerts, and location data.
3. Retention
Once a brand has gotten the ball rolling, it’s critical to maintain that momentum. Offering content based on demographic and preference data is an excellent way to retain customers long after their first experience. Maintaining their favorite channels, for instance, will make it easier for them to become loyal and make repeat purchases. According to a 2017 study conducted by American Express, a 63% of U.S. consumers prefer digital channels like websites and mobile apps to answer simple inquiries. Social media platforms were also shown to be helpful for customer service concerns. The smoother a customer’s overall experience is, the more likely they will be to stick around beyond the first purchase.
4. Re-engagement
Consumers sometimes lose interest in brands after time. The loop-based marketing mindset acknowledges this basic fact and seeks to rekindle the relationship in various ways. Retargeting the disengaged involves offering discounts, promotions, and engaging content across multiple channels such as email, social media, text messages, and mobile applications. Seeking to understand why they left in the first place, brands can use data insights to consciously remind users of the value they offer.
Traditional marketing funnels aren’t designed for the modern consumer. The mobile engagement loop offers marketers a more holistic strategy for building and nurturing relationships. Taking advantage of the wide variety of channels at their disposal, they can easily create seamless, personalized experiences which are more likely to lead to loyal repeat customers. If you’re business needs help with its online presence, we’d love to sit down together and discuss how we can help you adapt to the digital world.
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