As consumers increasingly embrace a mobile-first lifestyle, businesses across various industries – from retail and banking, to insurance and telecommunications – are under pressure to create personalized and engaging customer experiences.
The ability to reach customers through the right channel at the right time is essential for enhancing customer engagement, fostering loyalty and driving business growth.
However, building meaningful customer engagement goes beyond simply reacting to customer needs. It requires delivering consistent, personalized and relevant interactions that make customers feel understood and valued. In today’s competitive landscape, creating personalized offers and experiences based on real-time, first-party data is essential for long-term success.
Delivering personalized messages to channels that customers prefer
As consumers spend more time on mobile devices, traditional marketing channels are failing to deliver the level of impact businesses need. With Americans spending an average of 4 hours and 25 minutes on their phones each day, mobile messaging provides a direct, real-time way to connect with customers on their preferred channels.
To maximize the effectiveness of mobile messaging, businesses can use first-party data to better understand customer preferences and behaviors. The end result? Highly targeted campaigns that deliver personalized and relevant information.
Mobile messaging is essential for strong omnichannel personalization
Integrating short message service (SMS) into your marketing strategy offers a direct and immediate line of communication that feels personal and relevant to customers. As customers interact with your digital properties, they generate a wealth of information such as purchase intent, categories of interest, lifestyle changes and other behavioral signals.
Effectively capturing and using this mobile interaction data to create a library of personalized offers enables you to truly deliver the right message in the right channel at the right time.
Why SMS belongs in your overall marketing strategy
High engagement rates
SMS offers instant reach and high engagement, with 80% of consumers checking texts within five minutes of receipt and nearly 30% within 60 seconds. This allows time-sensitive promotions, alerts and updates to be delivered, opened and acted upon quickly – leading to better conversion rates compared to other traditional channels (such as email).
Enhanced personalization and relevance
With first-party data, businesses can send tailored offers, reminders and updates that resonate with individual preferences, significantly enhancing the customer experience.
Seamless integration with other channels
SMS and mobile messaging can be integrated with email, social media and apps to create a cohesive, omnichannel marketing strategy.
Increased customer loyalty
By consistently providing value through personalized SMS offers, rewards and updates, businesses can build stronger relationships with customers while increasing trust, loyalty and customer lifetime value.
Improved audience communications
Integrating SMS into your marketing stack ensures real-time, direct communication with your audience and allows you to capture key events, signals and patterns that drive more effective, personalized engagement.
SMS and mobile personalization drive engagement, customer lifetime value
Loyalty programs offer a direct way for customers to engage with brands and boost loyalty. This short video explains how SAS® Customer Intelligence 360 helps businesses enhance their loyalty programs using real-time data to offer personalized customer engagement and increase customer satisfaction.
Learn more about how to elevate your personalization efforts in a mobile-first world.
