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79% of smartphone users always have their phone with them

September 8, 2015 - Opinion

Recently I came across an article from IDC quoting, “the typical consumer uses his mobile device consistently throughout his daily activities. In fact, 79% of smartphone users have their phone on, or near them, for all but two hours of their waking day!”

This presents a huge opportunity for Marketers with a good understanding of mobile communications. Your ability to tap into the mobile device of the user involves taking the following three things into account:

  1. Your message must display correctly on a mobile device; this means mobile optimized from a text and layout perspective.
  2. You must be able to send push notifications, SMS and in-App messages to the user, to capture his attention at the moment it is most relevant. This means you need to be able to track the user interaction with the email, activity during a mobile site visit, and the usage of your Apps.
  3. You must target your client based on the location or context of their engagement. Therefore, you need to be able to geo target a client, or use iBeacons to push relevant content, depending on their location.

Once you are able to manage the above three capabilities, a whole world of marketing opportunities become available, limited only by your imagination and creativity.

Point 1 is the easiest to solve, with the majority of organisations now making this a standard for creative and marketing operations teams. Point 2 and 3 are still the most challenging. However, we now have a solution. Engagement Factory created Mobile for Eloqua to actually resolve these particular issues; added benefits include using it directly from the campaign canvas and full integration with Eloqua.

Mobile for Eloqua is a suite of solutions that deliver the following capabilities:

  • Push notifications
  • In-App tracking for mobile behaviour
  • In-app messaging and content optimisation
  • SMS capability
  • iBeacon support for location based targeting
  • Voucher/coupon support for personalised offerings

Now it is simply a matter of letting your imagination run wild and to create a use-case that truly engages your customers/prospects, at the right place and the right time. Here are just a few examples of scenarios we can deliver for your business.

Use case examples

B2B can now track visitor behaviour at events using Mobile for Eloqua. For example, by placing iBeacons at the breakout session areas of a tradeshow you are able to monitor who is attending which session or you can send a digital map once the delegate arrives onsite. Collecting this data in Eloqua and combining it with the digital body language of the delegate also ensures the conversations at the booth are both engaging and highly relevant. You can even receive an alert to let you know when a hot prospect is near your booth.

B2C are able to use Mobile for Eloqua to target consumers as they pass their place of business, with the support of iBeacons. Once you establish location you can use the digital body language data to send a specific push notification, or a voucher code, depending on the context. A few examples include sales promotions for retailers or travel information for the leisure industry. Imagine walking past your favorite bookshop and receiving a voucher for an extra 10% off the book you have been looking at all week. Plus, it is in stock now! The possibilities are endless.

Are you feeling inspired? Click here to contact us now and find out how you can harness the power of marketing automation to directly engage with your audience in real-time, using Mobile for Eloqua communications.

Jos Caelers

Director at Engagement Factory

Thank you for reaching out to us, we will be in touch.

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