On Dec. 3, 1992, the first text message was sent, saying “Merry Christmas.” Over the past three decades, the role of both the mobile device and the text message itself have changed exponentially. Now, consumers are on their mobile phones for an average of 4.5 hours a day.

The mobile world has come a long way since that first text message. If retailers learned any lessons from these past few years, it’s that they must continue to adapt how they interact with and serve today’s consumers through mobile.

In 2023, brands must be prepared to pivot their mobile marketing strategies based on the tactics that have been and will continue to be successful, and also take into account updates in technology and consumer preferences.

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The four P’s are getting personal.

 When it comes to mobile marketing, brands must prioritize the famous four P’s of marketing: price, product, place and promotion.

Price

Using mobile, brands can offer individual customers personalized, dynamic pricing. For example, brands can send shoppers surprise loyalty points when they are shopping in-store or targeted offers based on their propensity to buy, meaning brands anticipate what a customer will purchase in the future based on purchase history. This builds customer trust by sending products that are in the customer’s ideal price range.

Product

On the product side, brands can use mobile to remind shoppers why they buy. With mobile, brands are able to instantly tie a message directly to a product, enhancing the value of the product and building customer trust by suggesting relevant items. As well, mobile gives brands the ability to receive real time feedback on products – engagement with a click versus an ignored message – that helps drive innovation.

Place

Compared to email marketing, mobile allows brands to distribute messages directly to customers through mobile wallet, push notifications or SMS. Sending marketing messages to customers’ most personal devices allows brands the chance to connect with customers on a relevant, timely level no matter where they may be located.

Promotion

Mobile also gives brands the opportunity to take part in bespoke marketing – sending customers personalized promotions for products. Brands can use data to understand the customer and communicate in a way that makes sense for the consumer. This makes brands more marketable in the long run.

When focusing on the four P’s, brands can increase personalization for each individual shopper,  using mobile as the preferred channel. This helps brands reach customers at the right place, price and time, and include relevant products and promotions that will drive click-thru rates and, ultimately, revenue in 2023.

Mobile is integrating deeper into the buyer’s journey.

 Mobile will no doubt continue to become more intertwined with the purchasing journey well into the new year. As brands begin to fully take advantage of mobile marketing, they must ask themselves: how can mobile make the purchasing journey easier for customers? For customers, mobile ordering is all about convenience. Brands that will succeed in 2023 will be those that can cultivate easy, quick experiences for customers via mobile.

Brands will also continue to see the advantages of mobile ordering, such as optimized staff productivity. Mobile ordering via app or mobile web site is common today and streamlining mobile ordering not only increases revenue, but also makes it easier for customers to finish purchases.

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Privacy and security are becoming even more important as mobile gets closer to the register.

As SMS buying becomes a more realistic vision for many brands, privacy and security will undoubtedly be a top concern for both customers and brands. With 81% of consumers saying that having choices about how companies use their data is important, brands must invest in permission-based marketing. Doing so allows brands to guarantee that they have permission to use data and lets them know to what extent they can target marketing to each customer.

Permission-based marketing plays a big role in personalized marketing. Seventy-one percent of consumers worldwide expect retailers to deliver on personalization. The desire for personalization increases the need for permission. With permission, brands can drive even more engagement and increase revenue: Vibes’ data shows that birthday-triggered messages have a 16.4% click-thru rate (CTR).

Invest in mobile to drive revenue into the new year.

The options for mobile marketing have grown significantly since the first text message was sent in 1993. Mobile marketing, ranging from mobile wallet to push notifications, allows brands to reach customers where they are. These mobile channels help brands strengthen relationships with customers and drive loyalty. Throughout 2023, it’s evident that mobile will continue to be immersed into a customer’s journey. When used correctly, mobile is a powerful tool that fuels engagement and builds brand identity.