How do you create a mobile payment marketing and education strategy for new and existing customers?

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Mobile payments are convenient, secure, and fast ways to pay for goods and services using your smartphone or other devices. But how do you convince your customers to adopt this technology and use it regularly? In this article, we will share some tips on how to create a mobile payment marketing and education strategy for new and existing customers.

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Sofiane Dagdag

?????????????? ?????????????? ???? ?????????? // Cybersecurity Advisor helping carrier billing leaders secure their…
Alban Hoingnet

Market Director & Cybersecurity Advisor at Evina // Helping carrier billing leaders secure their payments from fraud in…
Mohit Gupta

Mobile Application Developer (Native iOS)

1 Understand your audience

The first step is to understand who your target customers are, what their needs and preferences are, and what barriers or challenges they face in using mobile payments. You can use surveys, interviews, focus groups, or analytics tools to gather insights about your audience's demographics, behavior, attitudes, and motivations. This will help you segment your customers into different groups based on their readiness, interest, and loyalty to mobile payments.

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Mohit Gupta

Mobile Application Developer (Native iOS)
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* Creating a mobile payment marketing & education strategy starts with understanding audience. * Segment them into groups like tech-savvy users, traditional users, small owners, and professionals. * Use demographic data and purchasing to tailor your messaging. * Conduct surveys and focus groups to uncover their needs, pain points, and expectations. * Develop personas to guide your strategy and ensure your messaging resonates. * Personalize your content across channels like social media, email, and in-app messages, using clear language and visuals. * Highlight benefits, ease of use, and provide real-life examples to build trust. * Continuously gather feedback and adjust your strategy to stay aligned with your audience’s evolving needs.

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2 Define your goals and metrics

The next step is to define your specific goals and metrics for your mobile payment marketing and education strategy. What do you want to achieve? How will you measure your success? Some common goals are to increase awareness, adoption, usage, retention, and referrals of mobile payments among your customers. Some common metrics are to track the number, frequency, value, and satisfaction of mobile payment transactions, as well as the feedback, reviews, and referrals from your customers.

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3 Develop your value proposition and messaging

The third step is to develop your value proposition and messaging for your mobile payment offering. What are the benefits and advantages of using mobile payments for your customers? How do you differentiate yourself from your competitors? How do you address the common concerns or objections of your customers, such as security, convenience, or compatibility? You need to craft clear, compelling, and consistent messages that highlight your value proposition and address your customers' pain points and needs.

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Alban Hoingnet

Market Director & Cybersecurity Advisor at Evina // Helping carrier billing leaders secure their payments from fraud in Europe & Africa
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Tailoring a mobile payment education strategy involves positioning one solution as the industry standard for innovation and security. My role in helping clients to have cybersecurity solutions allows me to communicate the value proposition by highlighting how our technology simplifies transactions and ensures customer's financial data is fortified against cyber threats. Let's share a message that resonates with the evolving needs of our audience, instilling confidence in their choice of mobile payment solutions.

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4 Choose your channels and tactics

The fourth step is to choose the best channels and tactics to reach and engage your customers with your mobile payment marketing and education strategy. You can use a mix of online and offline channels, such as your website, app, email, social media, blog, video, podcast, webinars, SMS, flyers, posters, or events. You can also use different tactics, such as incentives, discounts, rewards, referrals, testimonials, case studies, demos, tutorials, FAQs, or tips. You need to tailor your channels and tactics to your audience segments, goals, and metrics.

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5 Test and optimize your strategy

The fifth step is to test and optimize your mobile payment marketing and education strategy. You need to monitor and analyze your performance data, feedback, and results to see what works and what doesn't. You need to identify the strengths and weaknesses of your strategy, and make adjustments and improvements accordingly. You need to experiment with different variables, such as your messages, channels, tactics, offers, or timing, and measure their impact on your goals and metrics.

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6 Build trust and loyalty with your customers

The final step is to build trust and loyalty with your customers who use mobile payments. You need to provide them with a seamless, secure, and satisfying mobile payment experience. You need to offer them ongoing support, service, and communication. You need to reward them for their loyalty, advocacy, and feedback. You need to listen to their needs, preferences, and suggestions, and incorporate them into your mobile payment offering. You need to create a community of mobile payment users who trust you and recommend you to others.

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Sofiane Dagdag

?????????????? ?????????????? ???? ?????????? // Cybersecurity Advisor helping carrier billing leaders secure their payments from fraud in MENA and Asia
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Transparency is a major element. Create awareness for your customers, and explain why he should favor one means of payment. Trust your customer to make a clear choice that makes their life easier. The second important point is that customers expect more real-time answers. It reminds me of the case of the wave of MVNO owned by MNO, focusing only on offering cheap offers that has drastically impacted the MNO CSAT. Having real-time agents ready to guide customers is key for mobile payment. Let's be honest here: banks and payment card providers don't provide such experiences yet, this can become the key competitive advantage for Mobile payments.

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How do you create a mobile payment marketing and education strategy for new and existing customers?

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1 Understand your audience

2 Define your goals and metrics

3 Develop your value proposition and messaging

4 Choose your channels and tactics

5 Test and optimize your strategy

6 Build trust and loyalty with your customers

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