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Engaging the mobile customer

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By Mark Atterby

Mobile-Marketing-for-RestaurantsWith the rise of mobile and social technologies, customers are now more powerful than ever. They’re always-connected status and ability to find information in seconds puts them in control of their own experience, and this trend has forced marketers to rethink how they engage and connect with their customers.

The 2015 State of Marketing report from Salesforce, involving the survey of 5000 marketers across the globe highlights the top five areas for increased marketing spend in 2015[i]:

 

  • Social media advertising (70% of marketers)
  • Social media marketing (70% of marketers)
  • Social media engagement (67% of marketers)
  • Location-based mobile tracking (67% of marketers)
  • Mobile applications (66% of marketers)

Globally, 38% of marketers plan to shift spend from traditional mass advertising to advertising on digital channels, where 84% of marketers will maintain or increase overall marketing spend in 2015. Social Media is the primary area of focus followed closely by mobility. But considering that 60% of social media time is spent on mobile devices rather desktops[ii], engaging the mobile customer becomes a number one priority.

Social Media is the primary area of focus followed closely by mobility. But considering that 60% of social media time is spent on mobile devices rather desktops , engaging the mobile customer becomes a number one priority.

Leading brands and ecommerce companies are seeing a major shift in ecommerce transactions from desktop web to mobile commerce. Mobile commerce is predicted to reach $906 billion by 2017, four times the amount transacted in 2011[iii]. Mobile devices, particularly smartphones, are very personal devices for their user. We use them for work, for entertainment, socialising,  to find information and financial transactions.

As such marketing to consumers via mobility offers a level of intimacy and immediacy that can greatly enhance their experiences of your brand.

Mobility offers marketers a range of options and channels to choose from including SMS, mobile apps/website, location based tracking, in game ads, live chat, etc. To decide what mix of channels should be part of your strategy, you need to analyse how your customers use mobility. Are they transacting or using it to gather information? Do they play games or use their device for entertainment? Are they mostly on Android or iOS; smartphones or tablets?

The ability to provide services and information based on a mobile user’s location allows brands to engage with consumers anywhere and anytime.

The type of audience you’re hoping to reach will influence what channel to use. If your audience comprises gamers then in-game advertising may be an option. Or if you are targeting people who eat out frequently because you are launching a new restaurant, you might want to try an SMS message based on their location[iv].

Location-based mobile tracking is increasingly being utilised by marketers. The ability to provide services and information based on a mobile user’s location allows brands to engage with consumers anywhere and anytime[v]. Users can be segmented and identified based on where they have been in the past, where marketing and customer service interactions can be designed for users as they enter or leave certain locations.

[i] https://www.salesforce.com/form/marketingcloud/2015-state-of-marketing.jsp?nc=70130000000i5Ug&d=70130000000i5XL&ls=Blog&lssm=Corporate&lss=SFDCBlog.StateofMarketing2015&camp=701A0000000y214IAA&content=701A0000000y214IAA.

[ii] http://www.businessinsider.com.au/social-media-engagement-statistics-2013-12.

[iii] http://www.yankeegroup.com/about_us/press_releases/2014-02-06.html.

[iv] http://www.wordstream.com/blog/ws/2013/08/19/what-is-mobile-marketing.

[v] http://www.forbes.com/sites/steveolenski/2015/01/29/11-things-cmos-need-to-know-about-mobile-marketing-strategy-and-app-development/2/
April 14, 2015
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