The data that we can gather about our customers through mobile marketing initiatives also can inform future marketing campaigns. Mammoth customer relationship management (CRM) systems and preference centers can be built off information available directly from a phone response. These systems can give marketers the opportunity to create deep, enduring relationships with their customers.
A good CRM system should be used to ensure that the right marketing messages reach the right customers exactly when they are most relevant. Triggered response emails and text messages can be set up to respond to any interaction that the user has with the brand, and they can be also be scheduled based on personal specifications that the user indicates in the preference center.
Some companies are already doing this: Some banks send account holders text messages when checks post to their accounts, and some pharmacies send text messages reminding recipients to refill their prescriptions. Other types of companies can leverage CRM systems for similar initiatives or for more creative mobile marketing efforts. Users will appreciate the high level of personalization and the responsiveness that you can show them, and this will help build trust and loyalty for your brand.
If you are using persona marketing in conjunction with your CRM database, you will be able to predict the communication preferences of new users based on the preferences of others in their persona group. If you can accurately predict a user's communication preferences, you can begin sending more effective and targeted messages to new customers more quickly—and you eliminate the possibility that they will become frustrated and unsubscribe from your communication lists.
