The pandemic has changed the world in many ways- one dramatic shift expedited by COVID has been the move towards a mobile-first world. Globally, the advent of smartphones was already changing consumer behaviour and impacting businesses’ marketing strategies over the past decade, but the pandemic made this quick and permanent. Consumers in Southeast Asia are leading this trend with over 887 million mobile connections across the region — 132 per cent of the total population.
Consumers are spending a lot of time on their mobile phones. The question is, are you? Mobile marketing has grown to become one of the most coveted spaces to establish brand awareness, and one of the most critical driving forces for customer engagement. This makes mobile marketing an essential variable when building your business marketing strategies — whether you’re a young startup or an established enterprise.
Moreover, businesses have to be mobile-first not only because of the volume of users plugged into their mobile devices but also because of their remote capabilities. Through mobile marketing, businesses can engage customers anywhere, anytime.
A look at the evolution of mobile marketing: A dynamic space
For many businesses in Southeast Asia in the nascent stages of digital transformation, mobile marketing might still be new territory. This is where industry leaders like CleverTap, a SaaS-based customer lifecycle management and retention cloud company, are stepping up to help businesses ace their mobile marketing and engage consumers for growth and scalability.
Mobile marketing is a multi-channel online marketing technique focused on reaching specific target audiences on smartphones, tablets, or other related devices through websites, e-mails, SMS, social media, and mobile applications. The mobile marketing industry has boomed in the past few years, with the market size set to be valued at USD 337.8 billion by 2027, growing at a compound annual growth rate of 22.9 percent. Research suggests that the Asia Pacific is expected to lead this growth due to high mobile penetration, surging internet usage, and a rising urban middle class. Sensor tower also predicts that spending on app stores will grow 120 percent in 2023 and reach $156 billion.
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“When we think about mobile, we think about smartphones and app stores, which is pretty accurate. With these new avenues, many apps have grown their communities and revenues. Brands use the web and apps to engage, retain, and monetise their users/customers. Mobile marketing allows consumer brands to understand user behaviour and engage those users in a seamless, real-time, and scalable way,” shared Marc-Antoine HAGER, Regional VP for Sales at CleverTap.
However, in the 4.0 era, mobile marketing has come a long way, and businesses seeking to stay ahead of the competition leverage the latest technologies to offer seamless customer experiences through smartphones. This is where CleverTap is helping build fantastic user experiences for the world’s leading digital-first brands: with their smart, all-in-one platform that combines the best analytics, segmentation, and engagement tools so that companies can build valuable, long-term relationships with their customers.
Keeping up with the complexities of the consumer landscape
Founded in 2013 and headquartered in Mountain View, California, CleverTap provides mobile app analytics and user engagement products to more than 1,300 customers in 100 countries. The leading customer engagement and retention platform helps over 10,000 mobile apps maximise user lifetime, encompassing e-commerce, travel and transportation, fintech, foodtech, and media and entertainment industries.
CleverTap understands that this is a dynamic space, and the platform has evolved over the past few years to keep up with the changing business and consumer landscapes.
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“CleverTap’s dashboard has been evolving to ingest data at scale and target the users that will need help from the brand for catering to various needs, such as converting, recommending content, helping with a purchase decision, and so on. We have been continuously innovating, creating our own purpose-based data-based TesseractDBTM,” Marc-Antoine added.
For instance, ProgrammingHub, an e-learning company focused on teaching coding in an interactive and fun way, saw a 15 percent Increase in subscription ROI using automated campaigns with CleverTap.
When it comes to mobile marketing, there is a certain degree of familiarity that companies should achieve beyond automation. According to McKinsey, companies that demonstrate customer intimacy generate faster revenue growth rates than their peers. And the closer organisations get to the consumer, the bigger the gains.
Seventy-one percent of consumers expect companies to deliver personalised interactions and 76 percent get frustrated when this doesn’t happen. Marc-Antoine believes many brands are still sending messages that are not personalised, leading users to mute brands. In the long run, this not only degrades brand messaging but also hinders growth. “Smart brands will need to extend personalisation to the maximum, even at an individualised level, to retain and delight users,” he says.
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With a keen focus on personalisation and customers at the core of innovation, CleverTap is continuously developing new products. With innovation and consumer proximity as the two main pillars, CleverTap seeks to unlock untapped growth. “We will keep doing what has made us successful so far — listening to our customers and providing deep personalisation to unlock growth,” shared Marc-Antoine.
For example, With scalability and agility as pressing needs for India’s largest English newspaper, The Times of India, they found CleverTap to be the perfect partner in winning mindshare and market share in the Indian digital news industry. The newspaper saw over a 100% increase in subscribers after leveraging CleverTap’s scalable platform to automate user communication and reach out to customers at record speed.
Be where customers are
From edtech to retail and eCommerce to fintech, CleverTap has helped thousands of companies across various industries achieve significant growth. If you want to learn more about mobile marketing and how CleverTap can help you ace it, visit https://clevertap.com today.
Want a more personalised face time? Meet CleverTap at Echelon!
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Photo by George Pak via Pexels
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This article is produced by the e27 team, sponsored by CleverTap
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