A year into the pandemic, many business leaders are managing the repercussions of operating in a world that’s still struggling to heal. But as we move further into 2021, there’s a lot you can do to improve mobile customer experiences and grow your company.
To support you, we found 10 recent mobile marketing stats for 2021. Our customer engagement experts added key takeaways and practical tips, so you can reevaluate your strategy and take action.
1) The Shift to Loyalty and Retention Will Increase by 30%
COVID-19 shattered loyalty for approximately a third of consumers, according to a McKinsey study. As brands discovered, “segregating acquisition from everything that happens after a prospect completes a purchase” often leads to losing customers, explains Forrester. Therefore, Forrester encourages marketers “to focus on acquiring customers who will stick around for the long haul,” and to reprioritize loyalty programs.
2) 70% of Consumers Prefer Discounts and Free Products in Loyalty Programs
Many people have been financially impacted by the pandemic. As a result, consumers now need “tangible and reliable savings” opportunities, explains Merkle. Simultaneously, they want to be surprised. “58% of consumers indicated that the most important way a brand can interact with them is through surprise offers and gifts,” adds Merkle. So keep it fun.
3) 66% of Customers Expect Companies to Understand Their Unique Needs
Even more so, “52% of customers expect offers to always be personalized,” reports Salesforce. To do that, you need deep, diverse and contextual data from a variety of sources, including what offers they’ve redeemed before, what products they’ve bought, and even what the weather’s like where they are.
4) 73% of Companies: Customer Data Will Be Critical to Our Customer Experience Efforts in 2021
In 2020, many companies realized digitization is critical for survival. “As the number of digital interactions increased, so did the volume of customer data. 2020 saw a huge increase in the volume, velocity and variety of data being tracked across organizations,” reports Segment. Therefore, “47% of respondents said they will increase their CDP (customer data platform) budget by more than 25% in the next five years,” it adds.
But whether you invest in a CDP or get your data elsewhere, you’ll need to ensure as much privacy protection for your customers as possible.
5) 73% of Advertisers Familiar with Apple’s New Privacy Regulations Expect a Strong Negative Impact… But There’s Hope
Starting with iOS14, apps will need “to get explicit consent from consumers to access the device’s Identifier for Advertisers (IDFA) and transmit data to third parties,” explains AppsFlyer’s 2020 report. Google later announced that it will stop tracking third party data too.
While advertisers are worried, what this really means is that ad spamming by third parties within other companies’ apps will no longer be allowed. The only way to drive engagement on mobile will be via branded apps and permissions. In anticipation of this change, marketing leaders should ensure they are aligned with a solutions provider like Plexure, who is a global leader in this area.
This is actually a positive change for the customer experience. In a world where people see thousands of unsolicited messages each day, this will help to ensure the marketing messages being received are relevant, meaningful, and desired.
6) 83% of Organizations Increased AI/ML Budgets in 2020, 57% Focused on Improving Customer Experiences
When the pandemic hit and customer loyalty shattered, organizations started stepping up their artificial intelligence and machine learning tech stack with the intention to understand their customers better (50%), interact with them more efficiently (48%), and increase long term customer engagement (44%) and customer loyalty (40%),” reports Algorithmia.
Expect this trend to keep growing in 2021, as customers continue to prefer brands who deliver moments of magic.
7) 82% of Consumers Say Brands Need to Take a Stand to Earn or Keep Their Trust
In fact, 60% of Edelman’s survey participants said they make purchase decisions based on a brand’s action (Is your brand actively working to cultivate social justice or reduce carbon footprint?). The idea is often to do their part by supporting brands who can bring their vision of a better tomorrow to life.
Of course, customers’ own actions also drive fellow customers’ trust.
8) Product Reviews Convert 25% More Customers than They Did Pre-COVID
This finding refers specifically to “review interactors,” which Power Reviews defines as customers who “searched, filtered, clicked to extend the review from previous view to entire content, etc.” In another study, Power Reviews found that 68% would leave a review if requested. Their motivation? A positive experience (91%), receiving free product samples (86%), and a negative experience (76%).
9) Consumers Spent $143B in App Stores in 2020, a 20% YoY Growth
With consumers spending 20% more time every day on apps in 2020, weekly hours spent shopping in apps increased too, reports App Annie. In mid-June 2020, consumers spent 1,837.5 million weekly hours globally shopping in apps – an increase from 977.4 million global hours the week of January 19, 2020, before the pandemic broke out.
After a record of 2,344.1 million global shopping hours the week of November 8, the year ended with a decline to 1,815.3 million global shopping hours the week of December 27. That said, it was still higher than the equivalent week in 2019 – 1,469.5 million global shopping hours.
In other words, while app shopping rates might fluctuate as the world opens up, mobile commerce will likely keep growing.
10) Mobile Commerce Will Grow at a CAGR of 19.8% from 2020 to 2027
As we previously reported, 74% of Americans ordered food on their phones at least once a week in 2020. QSRs saw mobile ordering rates they thought they’d see in 2023.
When the world opens back up, many customers will go back to the in-restaurant and in-store experiences they love. First, the growing app usage will drive more contextual recommendations out in the physical world with IoT’s help. Second, contactless payments via apps will grow common. But some will never stop shopping from their homes.
Take McDonald’s, for example. After launching mobile order and pay in March 2020, usage of the McDonald’s Japan app increased by 632%.
Within a few months after launch, ordering via the McDonald’s Japan mobile app accounted for almost 8% of total sales, and this number continued to climb. Average check increased by 41% and guest count per store by 203%. Additionally, app awareness increased by 55%, the highest among competing QSRs.
All this was possible with Plexure’s intelligent mobile marketing platform. Talk to us today about how we can help you create marketing magic.