Behavioral Marketing: Delivering Personalized Experiences At Scale

11Behaviors and MobileYes, It's Radically Different Than Every Other Channel

Although we've explored most channels and their requisite benefits, when revising your marketing approach to include behaviors, mobile requires some extra time. It's not just because the rise of mobile has been a tidal wave with the email marketing space over the last two years (which it absolutely has). It's also due to the fact that there are so many unique behavioral-driven aspects to this channel that are rewriting the top-line rules for how we communicate with our customers.

It might feel funny five years from now to have singled mobile out as a unique channel—because by then, that's where every interaction will be taking place, in the form of notifications on watches or windshields or on virtual reality (VR) headsets. Almost every marketer I know has been on a journey toward a more mobile user base since about 2010, and there's no end in sight. You'll have to continually determine how to refactor your entire communications strategy for faster conversations, smaller bits of information, and an always-on knowledge of a person's physical location. So let's not miss the opportunity to build this natively into our behavioral marketing effort from the beginning.

The History of Serious Mobile

Although you can debate what started the mobile-first revolution, almost everyone agrees the rise of the smartphone—both Apple and Android—was the gasoline on the fire. When we began to carry around serious computing ...