With the explosion of smartphones and other mobile devices it’s important for businesses across the world to adopt an effective mobile strategy. Eliminating any debate over what truly matters when mobility is concerned, research indicates that 66% of the UK population owns a smartphone and its users check it around 150 times a day.
Having established the growth of mobile devices and its importance, let’s take a closer look at how businesses are using mobility to their advantage, particularly for digital marketing, with the use of rich consumer data.
Importance of customer segmentation
Businesses exist to generate revenue for their shareholders. To maximise revenue, businesses need to provide valuable and engaging information to their customers to optimise responsiveness. By analysing customer behaviour and desires, and by using a mobile engagement platform, integrated with the CRM, businesses will be able to target different messages to each segment. The more or deeper the business can segment, the more the message will be relevant, personalised and impactful. By continually tracking the behaviour of the customer, a business can build a very rich profile and develop customer segments based on similar profiles.
‘Connected Customers’ have connectivity in common but their needs vary
Businesses are now able to access the tools to understand customers and segment appropriately. Businesses are beginning to understand that customers that have smart phones are not all the same, but only now do they have the tools to engage in a more relevant manner. There is very clear evidence of the power of segmentation and targeting, and the direct very positive revenue impact of this approach.
The role of Social Media
Increasing levels of customer mobile engagement are also evident through high usage of social media, particularly through mobile devices. Social media is undoubtedly another customer engagement channel. It’s increasingly critical for brands to encourage engagement via social media, and there are some phenomenal statistics about people checking their Facebook and Twitter accounts over 100 times a day.
Effectiveness of pop-up ads
Although pop-up ads have proven to be very effective, businesses have to ensure they are reaching the right customers with this approach.
Businesses tend to use pop-up ads or banners to acquire customers, or to drive them to their website or mobile application. There are plenty of tools that can indicate where customers are coming from in order for businesses to have some idea of which platforms they are having most success with, be it Facebook, Instagram, the web site, or another channel. Once a business manages to get a customer to use its application or website, it has the opportunity to build up a detailed profile of its customers, and keep them loyal by providing them with relevant content, which is not advertising led.
Integrating on and offline sales channels
Integration between all customer touch points is important to help drive the dialogue between the business and the consumer. From a practical perspective this is also now possible. Through intelligent platforms, businesses can always know where the customer is physically located, so they can combine the online and offline sales by encouraging the customers to visit a store. Alternatively, when a customer is in store, they can be sent detailed product information based on their precise location within the store.
The evolution of ‘always connected’ customers’ behaviour
There is strong evidence to suggest that the major growth channel for sales is now the mobile application. However, more important than the application is the messaging and the dialogue the app enables between the customer and the retailer. In fact, the app will become more irrelevant as the customer is interested in the message content and the sales vouchers and the personalised deals that it will provide. Thus the ‘always connected’ customer will have more and more reasons to remain connected.
There is no denying the growth and importance of mobile devices, but businesses need to take a closer look at how to maximise this medium, along with the rich consumer data available, in support of their digital marketing efforts.
By Atila Madakbas, GM UK & Ireland at Netmera.
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