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OTHERLEVELS The Pyramid of Opportunity


When examining the opt-in crowd, certain sub- audiences are more valuable than others and worthy of the most attention and outreach. Among consumers who opt in, the top 1%-5% are considered the true spenders, the mother lode for future engagement.


third (35%) of marketers say their budgets are sufficient for mobile initiatives. According to Forrester, marketers must deploy mobile campaigns and strategies that understand consumers’ use of and reliance on smartphones; marketers who do not might find their marketing strategies, apps and brands irrelevant and vulnerable within a few short years. One marketing approach is to “fish the seas”, a


tendency to try to capture as many potential new customers from the largest possible pool. The “all customers at all costs” approach, however, can be just that: costly, and not particularly effective, especially in the mobile environment. Greater success when mobile marketers make the


“opt-in” crowd a priority and focus most of their messaging, budget and offers to them. And the smartphone/mobile device is the perfect game- changing platform for that conversation to take place. In the mobile environment, marketers can deploy personalized messages that are targeted and intelligent because For the first time in marketing, brands can converse individually with the mobile- carrying consumer, gleaned from the consumer’s activities, location, current interests, known preferences and other interests based on available data. The smartphone, in effect, removes the guesswork of messaging, opening the door for marketers who are equipped and ready to serve consumers with the kind of personalized content, offers and interactions they want and have agreed to receive by opting in.


90 SEPTEMBER 2015


Among all of an app’s users, they are most active, and most eager to spend. As such, they’re the most valuable pool of customers for mobile marketing initiatives. Right behind this top-tier consumer segment is another 15%-20% who are active-but-not- avid users, gleaned from how recently or frequently they interact with a brand. They are next in line on the priority list for engagement and messaging, because they are likely to be paying attention and have proven, by past performance and interactions, that they’re still interested. The remaining 75% are lower-engagement users of a mobile app, consumers who have perhaps visited only once or a few times and then moved on to something else, or they reached a certain level before dropping out or going cold entirely. While they might have potential future value, they are not high-priority targets for a marketer’s time, attention, budget or resources. They can be targeted later, but their relative potential value pales in comparison to the real value of the crowd that’s already opted-in and eager to engage. The 75% crowd can join later, if marketers think the effort to win them back is truly worthwhile.


Push notifications: Critical for market success


Because more brands are increasingly using push notifications as part of their mobile strategies, data is validating the opportunities and strategies that lead to success. A 2014 Aberdeen Group report, for example, found that marketers who use precision push notifications outperform those who do not on key metrics, including higher company revenue, visitor-to-buyer conversation rates, brand awareness, average order value, customer lifetime value (CLV), marketing return on investment (ROI) and visitor engagement. Forrester Research, in an October 2013 report, found that push notifications “make the most of mobile’s unique benefits: intimacy, immediacy and context.” By giving consumers what they want – relevant, timely and personal information and offers – marketers also achieve their goals in the form of increased traffic, higher app usage and more shoppers who become buyers. According to Forrester’s Thomas Husson, consumers who opt in for push notifications “grant you a unique privilege: the ability to engage with them at any time and in any location on their most intimate devices. If you want to avoid opt-outs and app removal, you must take this honour seriously.” And consumers do want marketers to engage.


According to the Consumer Electronics Association, 58% of consumers prefer a smartphone or tablet over


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