For decades, companies have relied on mass-market strategies like print, radio, and TV to reach audiences. These channels offered broad exposure but lacked precision.
In today’s digital age, the rise of personal devices has shifted this landscape dramatically, empowering businesses to engage directly with customers through SMS, email, and smartphone notifications.
The Shift to Personalisation
Personalised marketing channels have emerged as a game-changer. Unlike traditional mediums, which are one-size-fits-all, these methods leverage customer data to create tailored experiences. Mobile marketing, particularly SMS, has demonstrated unmatched efficiency.
SMS messages boast open rates of 98% and click-through rates of up to 45%, far surpassing email and social media campaigns. Push notifications also deliver strong engagement, with click-through rates near 8% in certain industries.
Mobile Marketing in Numbers
The mobile-first trend is impossible to ignore:
- Mobile transactions: In 2024, 47% of all e-commerce transactions are conducted via mobile devices, a figure projected to exceed 60% by 2025.
- Customer preference: Surveys show that 72% of consumers now prefer mobile-friendly shopping experiences due to their convenience and ease.
- Engagement: Shoppers spent an average of 19.3 hours per month on shopping apps in 2022, reflecting a 15% year-over-year increase.
Benefits of Mobile Marketing
This shift toward personalised mobile marketing delivers tangible benefits:
- Immediate Reach: Unlike print ads or TV spots that require lead time, SMS and push notifications can be sent instantly.
- Higher ROI: With targeted campaigns, businesses avoid wasting resources on uninterested audiences.
- Enhanced Loyalty: Personalised messages help foster stronger relationships, boosting customer retention.
The Road Ahead
As digital marketing evolves, businesses must adapt by combining creativity with data-driven insights. The adoption of tools like AI and machine learning will further personalise campaigns, while advancements in digital wallet integration and app-based loyalty programmes promise to deepen engagement.
This transformation in marketing is not just about following trends but staying relevant in an era where customers demand personalisation and convenience. For companies, investing in these channels is no longer optional, it’s essential.
