Timing and channel have always been critical pieces to the marketing puzzle. By reaching customers through the right communication avenue at the perfect time, you can greatly improve your chances of converting leads and prospects into paying customers.
Email marketing is still one of the most commonly used lead generation tools. According to data collected by Marketing Sherpa, a whopping four-fifths of businesses (81 percent) still make heavy use of email as a lead generation tool. In fact, it was ranked first out of all the personal advertising channels used.
Smartphones, tablets and other mobile devices are forever changing the sales enablement landscape. These tools offer a unique set of features and benefits in terms of usability, innovation and utility that other pieces of hardware – particularly standard desktop computers – just can’t match.
Smartphones and tablet devices have long been considered the way of the future in terms of communication. Over 114 million people in the U.S. are using their smartphones to call, text, check their email and access the web. Not to mention almost 140,000 apps that to do everything but make your breakfast. Facebook has noted that more than half of its total user base – 488 million consumers – now use the company’s mobile application to stay in touch with each other while on the go.
We have always said the goal of any sales and marketing campaign is simple: hit the right customer with the right message at the right time through the right medium. Before mobile devices, there was always some uncertainty involved – how could you be sure that your customer would see that email when you sent it? What medium do they prefer to receive notifications?
Mobile essentially acts as a catch-all for these different communication channels, with consumers able to read email, check voice mails, log into social networks and access any number of communication channels through these devices. Additionally, they tend to have their mobile devices on them at all times, giving brands a significant window of opportunity to engage them.