Segment Your Customers for Better Mobile Marketing Results

People group having addicted fun together using smartphones personalized mobile marketing strategies

The number of U.S. adults who own a smartphone has reached 81%. That figure is even higher, 94%, for consumers between the age of 18 and 50. This means that the easiest and most convenient way to reach your customers is through their smartphone.

Email and text are by far the best marketing options available. But your customers don’t want to be bothered with messages that aren’t relevant to them. They will either ignore them, or worse, unsubscribe. So, your mobile marketing strategy needs to be more personalized in order to be as effective as possible.

Customer Segmentation

You work really hard to provide the best customer experience possible. That’s why you need to be more flexible and cater to your customers’ needs when marketing to them. But, it’s nearly impossible to send individualized messages unless you only have a handful of customers.

Separating your customers into segments allows you to identify and target them as a group. Here are some good examples:

  • Age
  • Gender
  • Income
  • Activities
  • Purchasing history

As you can see, these are general categories. There’s also some crossover to consider here, especially between age and activities. You can target one category with a specific promotion or tailor your messaging for each category about one promotion. This will deliver a personalized message just for them.

Personalization Builds Relationships

Segmentation relies on information gathering. There are several ways to do this:

  • Online Surveys: This is a great way to reach out to customers that’s convenient and easy for them. Within minutes, you can find out more information about them, such as activities they like to do and places they like to go. Plus, this information can be quickly linked to their name and other categories.
  • One-on-One Interactions: Your salespeople can build a stronger connection with customers simply by taking an interest in who they are and what they like to do. They’ll need to record any information they get, so you can place them into categories later.
  • Products and Services: Many of the products and services you provide fit certain demographics or segments of the general population. You should be able to find them through your vendors or through some online research. The more refined the information you get, the easier it will be to align your messaging.
  • Observations: You watch customers in the showroom and you know what they buy through point of sale data. If you take careful observations of these on a weekly basis, after a month you should have an excellent model of your typical customer.
  • Social Media: This is the perfect tool for you to capture opinions about your products and services. Give quizzes or set up a contest to find out more about your customers.

Engagement Through Interactivity

The key to a highly effective personalized mobile marketing strategies relies on frequent interactions between you and your customers. And, to build a strong relationship with your customers, you need to get to know them. This type of engagement shows them that you want to know more because you care. It’s a major shift from obsessing over your competition to your customers. They deserve the attention and best experience possible with your business.

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