A fundamental rule of marketing has always been to meet customers where they are. That expectation has only increased today, with 96% of Americans owning a mobile phone, and the average consumer spending over 5 hours per day on it.

Marketing technology has evolved with the times, and it’s never been easier to give your marketing a mobile-friendly makeover. But with this alternative medium comes alternative behaviors and expectations—and it’s critical that brands adjust in kind.

This guide will walk you through how to create successful mobile marketing campaigns, from start to fini—well, there is no marketing finish line, but there are distinct phases in each customer’s journey with your brand.

Here’s how to maximize your opportunities at each phase to achieve the four key pillars of customer loyalty: familiarity, appreciation, engagement and trust.

While mobile marketing is a necessity for brands looking to connect with today’s customers, that doesn’t mean email marketing is any less valuable. Check out our 10 Lifecycle Email Campaigns Every Brand Needs for marketing best practices at every phase of customer engagement.

The three phases of the customer lifecycle

1. Activation Initial stage of the lifecycle where companies seek to activate consumer attention and interest
2. Nurture Ongoing lifecycle stage where companies nurture and engage consumers to strengthen relationships
3. Reactivation Re-engagement stage of the lifecycle where companies reactivate customer engagement to drive retention and loyalty