As we’ve mentioned, mobile messaging is a fluid strategy that radically shifts the trajectory of the customer purchasing journey. Instead of a linear funnel, the decision journey becomes a cycle where the brand continually re-engages the customer over time. No matter if a customer has just heard of your brand or if they made a purchase three months ago, mobile messaging enables you to provide every customer with the same amount of nurturing, engagement, and selling/upselling. That’s how your brand stays top of mind throughout the entire customer journey.
But there’s a common mistake we’ve seen marketers make in the past: they treat the purchasing stage as if it’s the end of the funnel. They’re so focused on getting people to buy that they forget a customer’s journey continues long after they make that first purchase. And then, when the brand realizes they need to re-engage that customer, they do so with disparate messaging, like static emails and display ads, that most often doesn’t even reach the customer. When those messages do reach the customer, the brand rarely provides the right information at the right time, which makes the brand appear out of touch and not focused on the individual customer.
So how can brands reach customers post-purchase in a way that’s personalized and integrated with their other marketing efforts, while also turning one-time buyers into loyal customers?
With mobile messaging, brands don’t need to devise an entirely separate retargeting and re-engagement strategy. They don’t need to waste money on follow-up ads or emails people will likely ignore, nor will they struggle to resonate with individual customers. Since mobile messaging is so frictionless, following up post-purchase is a natural and easy progression from the purchasing stage.
Immediately after purchase, the brand can message the customer with shipping information, smart order tracking via AI, a receipt notice, a thank-you message, and more. Once the customer has received the item, the brand can send them training videos, product-review questions, and they can offer additional assistance with the item.
Then, at pre-set times following the purchase, the brand can re-engage the customer for incremental sales. And they can do so in a highly customized, targeted way: instead of merely sending a general message about their product offerings, they can upsell and cross-sell more strategically and more personally.
Say a customer buys a black winter coat. A few months later, the brand can recommend a similar style of jacket for the fall. Or before summer, they can offer summer clothes from the same line in that customer’s size. Or they can recommend new winter boots or a scarf that’ll match the jacket for the following winter. The more the brand interacts with the customer, the more they gather first-party data and insights on the customer’s taste, their purchasing habits, and their specific needs.
That is how the brand shifts the customer from one-time shopper to loyal regular. Since the brand “knows” the customer through through their data and their interactions, there’s no limit to the amount of customization, intimate support, and creative engagement they can offer.
That’s why mobile messaging is the ultimate in dynamic retargeting. It’s the most personalized, most engaging way to keep customers connected to your brand over the long term. It’s also the best way to convert your shoppers into long-term customers. Since the brand is continually engaging with the customer, they know exactly when to re-message them, and they know what message is most likely to resonate. Digital marketing is no longer an elaborate guessing game. It’s more strategic, more targeted, and more controlled.
Mobile messaging is a unified strategy across all your most important customer-oriented functions: customer service, sales, shipping, product, and more. And that’s why mobile messaging is the only full-funnel solution for ecommerce.
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