Accessible anytime, anywhere, today’s mobile-centric consumers are constantly connected. Often relying on their mobile for instant interaction with their brands of choice, consumers are becoming more demanding and are driving retail marketing plans. Data from Forbes suggests that 90 percent of mobile searches lead to action, more than half lead to sale, and 74 percent of people use their mobile phones to help them with shopping.

With mobile as the critical channel for the instant customer engagement needed for companies to stay ahead of the competition, companies can tailor their mobile marketing by using subscriber data – known as “mobile context” – to offer messaging that drives customer behaviour. Mobile context aggregates mobile usage patterns, shopping behaviors and brand affiliations to build a propensity model that predicts what offers will motivate a user to action. On an opt-in basis, consumers can choose a cross-communication method that fits with their lifestyle – whether that be through SMS, email or push notifications.

Effective use of a mobile marketing channel can bring a number of business benefits to companies and brands. These include:

Optimised Customer Engagement

For companies looking to win new customers and share of wallet, having an optimised, cross-channel mobile strategy is critical.

From SMS, to email and push notifications, retailers and consumers have numerous options for sending and receiving messages. Retailers that leverage multiple mobile marketing tactics, based on mobile user preferences and needs, see the most return. For example, mobile apps can be powerful tools to drive incremental in-store foot traffic. However, creating an app is only part of the way to reach customers. The ability to find, download, and use the app needs to be a critical element in the acquisition strategy of today’s modern retailer. By integrating methods such as text messaging or email notifications, retailers can send “reply to download” messages that direct a customer to the relevant app store for a download, thus leveraging opt-in information to send ongoing notifications that encourage app usage.

Enhanced Customer Loyalty

Mobile is the key to enhancing customer loyalty. Today’s consumers are mobile and they are demanding high-quality, relevant mobile experiences from their favorite brands.

Take the hospitality industry for example. Guests are increasingly favoring hotels with superior personalised experiences and mobile services. Hospitality companies can enhance and update their loyalty programs by leveraging new mobile tools and channels that deliver personalised, relevant information and offers that enhance engagement with guests. In fact, according to the Harvard Business Review, raising customer retention by just 5 percent can increase profits by 25 to 95 percent. As an example of mobile engagement, Apple’s Passbook can be used to dynamically update loyalty points and, by using iBeacons, hospitality companies can deliver timely, relevant loyalty offers based on a customer’s location in real time, when the guest is onsite, in the moment, and most likely to redeem the offer.

Increased Revenues

With an increasingly mobile-savvy customer base, there’s more competition than ever before. From research to brand experience, competition is happening at every stage of the customer journey.

For financial organisations focusing on increasing revenues, it’s important to find new ways to engage customers. Since 58 percent of consumers prefer to have their top financial services delivered through mobile devices, financial organizations can differentiate themselves from the competition using seamless, cutting-edge services through mobile engagement. For example, by tapping into the power of mobile context to understand the various characteristics of a customer’s behaviours on their mobile device, financial organizations can leverage their merchant networks to offer customers special deals and promotions from the merchants they shop with the most, which drives increased redemption and revenue.

Reduced Costs

Modern companies are leveraging mobile across multiple business processes to realise increased efficiencies and reduce costs.

For travel companies, online and kiosk check-ins have been proven as successful initiatives. Now, these companies are investing in mobile to provide two-way messaging as an option for consumers to connect with customer service representatives. Allowing consumers to leverage mobile streamlines these companies’ front- and back-office communications.

For example, travel services provider Cleartrip is using mobile marketing effectively by sending its customers immediate text message confirmations each time they book a reservation. Thanks to this immediacy and simplicity, text messages are the perfect channel for Cleartrip to reach its users globally, whether they’re using smartphones or feature phones. In fact, Forbes data shows that 90 percent of text messages get read within three minutes of delivery.

Brands are in a prime position to maximise customer loyalty, retention and spend through the power of mobile. The trick is knowing how to take those first steps to mobile customer engagement.

 

By Todd Thayer, Syniverse Vice President of Product Management, Enterprise and Intelligence Solutions. 


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