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What's next in mobile marketing: Beacons, contextual location & social media messaging.

Marketers are gearing up for their next mobile marketing campaign to kick off 2017. Sure there are plenty of tools, tips, and tricks to choose from when it comes to planning your marketing strategy, but selecting the right ones for your brand's objectives is crucial. Here's a crash course in mobile marketing tools brands should be using in 2017.

Be Creative with Location-Based Marketing

Location-based marketing is sweeping the nation as one of the most popular marketing tools with both consumers and businesses. What makes location-based marketing so popular is that it eliminates irrelevant ads by presenting the consumer with promotions based on their current location. Location-based marketing can be accomplished through the use of geofencing, beacons, Wi-Fi, and Bluetooth.

Tip: Think outside of the box when it comes to selecting your location to send customer's promotions. Instead of just sending customer's notification when they are near a store, send them promotions when they are near locations in which the brand's products or services would be useful. For example, a pet supply store could send customers' promotions when they are near a dog park.

Develop an App-Plus Strategy

Most brands today have an app to complement their business. According to The Guardian, 91 percent of top brands have apps. But simply having an app isn't enough to satisfy mobile customers anymore. A recent survey we did indicates that more than 25 percent of apps end up abandoned after the first use. By developing an app-plus strategy, brands can help keep customer's engaged.

Tip: Create additional capabilities for brand apps like messaging, mobile wallet, and an integrated loyalty program. By creating an app that does more than just deliver information about the brand and allow customers to browse product offerings, businesses are increasing the longevity of the app.

Don't Forget About Social Media Messaging

Alternatives to traditional text messaging are quickly becoming a preferred method of communication among consumers. Ad Week cites that 49 percent of mobile users in the U.S. use messaging apps monthly. One of the most popular examples of these messaging apps is Facebook Messenger. This kind of messaging seamlessly integrates with already popular social media networks and allows users to send information back and forth quickly over the internet as opposed to sending traditional text messaging. For these reasons these applications are ideal for communication between brands and customers.

Tip: After a customer has reached out to a brand via Facebook Messenger, the brand has a 24-hour window in which it is allowed to send that customer promotional content. Take advantage of this opportunity to offer customers personalized and exclusive deals. This will build the relationship between the customer and brand, increasing the chances of repeat business.


Margie Kupfer is vice president of marketing at 3Cinteractive (

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Title Annotation:ENGAGE
Author:Kupfer, Margie
Date:Jan 1, 2017
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