mGage Blog

Using the Mobile Channel

The role of mobile in an omni-channel world

With a seemingly increasing number of channels for marketers to navigate, knowing the role that mobile should play in developing an omni-channel strategy can be challenging: should it be at the front and centre of the digital marketing strategy? Should all channels play an equal role? Will this be the same for all brands and, if not, how should brands decide which channel to prioritise?

Tracking the customer journey

An increasing conundrum for marketers centres around the ability (or lack of) to track and analyse their customer interactions. How can they know whether a personalised advert sent to a mobile device led to an online or in-store purchase later-on?

Increasingly sophisticated devices are being developed to track this journey and help marketers marry up the key points in the customer journey. Facebook’s launch of Atlas, an advertising platform that is designed to track the path to purchase across multiple devices, is one such example of this. This tool can be used to show marketers which device a product was seen on (through an ad for example) and which it was purchased on, if different.

Technologies such as this will go some way to helping marketers ascertain the role that mobile should play in their omni-channel strategy, thanks to the insight they will provide into how customers are communicating with the brand.

Trialling new technologies

Testing new technology to ascertain how your customers react to, and engage with, mobile is a worthwhile exercise for brands; it provides a cost and time efficient way for them to harness insight into shopper behaviour. John Lewis is one such company who is currently piloting a new initiative – a Localz platform. This platform uses location-based technologies to push messages, such as offers and promotions, to smartphone users when they are in-store, based on their precise location. The success of this will help the retailer to determine how large a role mobile should play in its marketing strategy.

So the role that mobile will, or should, play in a brand’s omni-channel strategy will vary hugely from brand to brand, depending primarily on the audience. Bonmarche, for example, will likely place much less of an emphasis on mobile than Jack Wills, as their audiences are positioned at opposite ends of the spectrum. For other retailers with audiences spanning a wider age range, the emphasis they should place on mobile will be less clear and they will need to develop a strategy that covers a greater range of channels.

The information included herein is distributed for informational use only; it does not constitute legal advice and should not be taken as such. All clients are responsible for meeting legal requirements and other rules that apply to their messaging programs. Consultation with legal counsel is strongly recommended.

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