I’ve grown to become a mobile marketer in the past couple of years, everyday conversations teach me something very uniquely different about Mobile vs. Web. Talking to people across industry laterals; from movie ticketing to the World Bank; I find mobile has lead the industry to pivot marketing strategies to multiple smaller screens from a single desktop one. Reaching your end customers has never been so easy to do, personalised to the user and context and in the mobile moment.  The market has pivoted but marketers haven’t, majority are still getting their heads around the mobile marketing continuum.

What message to send when? What is this personalisation you always talk about? Why does the campaign need to go in the mobile moment of the user?  I come into office at 10. Here’s how I see it, mobile marketing continuum can spread from marketing to a single mass audience to marketing to an audience of one.

Single Mass Marketing ~ Here, you’re talking to a mass audience as one single customer irrespective of where they are in their customer lifecycle journey.

This marketing strategy is ‘mass-blast’ as we call it, and retrospective in nature. Best for when you want to reach out to your entire user base or a broader subset (usually demographical) based on actions performed in the past. Customer journey is less of a concern as these non-reactive campaigns and usually single device, single channel and with a unique marketing message and a TTL.

When to use this strategy?

Pure play branding, Increasing lateral/product/service awareness, Drive incentive based engagement (coupons), Occasionally nudging non-actives(30-60-90 day). Preferred channel is emails, followed by in-app notifications and since these are almost always out of context for a user, it should rarely ever be a push notification.

Marketing to an Audience of One ~ Here, you’re talking to each customers as an independent depending on where they are in their customer lifecycle journey.

This marketing strategy is purely proactive. Idea is to micro-segment users based on lifecycle journey as well as intent driven buckets and talk to them independently via a set of rule based triggers based on future actions one user may or may not take. Reactive nature of these campaigns makes it important to break down people into segments of/by multiple devices serving multiple channels with multiple messages.

When to use this strategy?

Popularly used for Onboarding a customer and preventing attrition. Other cases include nudging people up or down the funnel, increasing end conversions and fuel an intent in the mobile moment. It’s mostly push given the nature of the channel, having the ability to send interactive push/in-app notifications won’t hurt, followed by dynamic emails.

Personalised marketing to an Audience of One – Here, you’re offering the most ideal and unique experience to each user who interacts with your brand.

For marketers in general, this is a tertiary thought. This is a type of martech strategy where you continuously learn from user and personalise your app/web and communication on the fly, in runtime. In an ideal scenario, User discovers and downloads your App via a search > on the first launch your app completely customizes to the initial search (burger joints in Kandivali West, would lead the app to directly show a list of burgers joints in said area) and  sends future communications/recommendations based burgers or fast food. Sounds like a unicorn strategy, doesn’t it?

When to use this strategy?

When you nail your first two well.