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Mobile usage continues to grow around the globe. In some industries it might be limited to a channel of viewing and providing simple input, while others it serves as an entire line of business and budgets. Most devices can connect to the internet, yet the quality and quantity of mobile data available for access in the markets can vary, between countries, regions and customer segments. According to Flurry the total mobile app usage increased 76% globally in 2014.
Expansion of Existing Channels
Where is the mobile channel for your customers? Is it the new access point based on search metrics and habits you noticed in the online channel? Or has your customer migrated to the digital channel, therefore changing most of your engagement strategy that used to be in person? Understanding if mobile is going to be the technical connector or communicator in the customer engagement is key. Clearly the talent, technologies and tactics used to succeed in each will vary. This includes organizations from marketing and sales to the operations and technical teams. A solid strategy from planning and design to implementation and expected results and metrics will help any business, whether you are focused on revenues, or efficiencies and savings.
Connection of Products and Services
We all noticed the connection of existing physical to the new digital environments, enabling more interaction and impact between the users and the technologies via mobile that did not have a communication option before. Mobile can now serve as both the logic and remote control, transforming simple operational tasks into a game, personalized plan and experience. The Internet of Things combined with geo-location is changing the relationship between consumers and the brand or business. Mobile commerce will continue to grow in the overall ecommerce line of business and revenue as the smartphone is a personal priority for today’s digital consumers. Mobile provides a seamless and integrated experience for customers who operate in the moment of immediate need and response in the digital connected economy of today.
Understanding of Digital Customers
Know your customers and their behavior. From the simple analytics and data points in the app store listings, to more detailed analytics in apps – the behavior and preferences provide simple and clear insights on what matters to your user base, and how they react to any updates or changes in the features and functionality in your mobile experience. The integration should begin from the organization and culture in the business, starting with the flexibility required for ongoing changes and evolution in customer behaviors. The updates required will include new technologies, new vendors and partners required to enable the whole digital engagement process. Marketing leaders will continue to increase the influence of the technology and information management in the company as we work through the flood of data and analytics that are now available. The culture of the organization and its operations should move ahead of the strategy into the digital (mobile + social + online) customers of today, providing the opportunity to achieve growth and efficiencies for the business.
So the marketing team that did not invest in mobile is clearly missing out on a winning channel. The leadership should be willing to try and test new mobile marketing programs and metrics to measure success. Mobile links across all channels and areas of customer relationships, from the initial engagement to the new revenue or savings achieved and connecting throughout the customer lifecycle that is never-ending. What type of impact has mobile marketing had in your business?
This post was originally published on HourlyNerd
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