A mobile-first approach can help marketers navigate the market beyond the pandemic

New Ideas in MarketingEssential news for marketers, summarised by YouGov
September 18, 2020, 4:41 PM UTC

96% of all US adults own a cell phone, according to Pew Research Center.

With most consumers stuck at home due to lockdowns, they are almost glued to their mobile devices. Marketers should not only take a mobile-first approach across all strategies and planning but also consider mobile as a critical part of the overall business infrastructure as it is effective, flexible and easy to implement.

Mobile marketing takes place in various forms: email, social media, mobile app promotions and SMS. The author recommends marketing should prioritise SMS marketing as – SMS is the most engaging and drives the highest ROI.

Engagement rates for SMS campaigns are 150 times higher than email campaigns, and customers redeem SMS-related coupons 10 times more than other coupons. Marketers should leverage data to SMS subscribers based on their location, previous purchases and proximity to specific stores.

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