Database/CRM: Potential to Build Relationships on Mobile Lies Unexploited

Transcription

1 Mobile FirstLook Strategy 2014 Database/CRM: Potential to Build Relationships on Mobile Lies Unexploited Ethan Song, Founder/CEO, Frank & Oak Sheryl Kingstone, Vice President of Digital Analytics, Yankee Group

2 Database/CRM: Potential to Build Relationships on Mobile Lies Unexploited Ethan Song Founder/CEO Frank & Oak Sheryl Kingstone Vice President of Digital Analytics Yankee Group

3 Why more mobile databases are not being developed and at what ultimate cost? Mobile is personal. It cannot be treated the same way as information. Sending a text message is the virtual equivalent of going up to someone and saying something. Because of this, brands will be forced to become more sophisticated with the messages they send to customers, personalizing them and making them useful for customers In my opinion, it is not about a mobile database. It is about the adding mobile to CRM profile. Companies that are not taking mobile seriously will be behind the eight ball considering preference for traditional channels of communication such as , web and home phone have decreased in top three priority preferences. And, what is important is the customer preference and to enable a consumer to interact with a company in a variety of ways whether it be a phone call, a text message, an or chat. One of the problems has been concerns about express consent to deliver messages. Express consent provides the foundation of mobile marketing efforts and arms businesses with valuable customer preference information.

4 The struggle with analytics and measurement There is a black box between the marketing channels used and downloads or installs. This is more true with Apple s App Store - attribution to marketing channels is not 100 percent accurate. Additionally, mobile analytics is in its infancy right now. The tools are not as powerful as ones that exist on the web. Companies, like Localytics, Amazon and Mixpanel, are starting to get on top of this now. Attribution across multiple channels is the holy grail of measurement. As businesses look to follow consumers across devices and channels, brands want to know how and on what devices are they consuming content. There are lots of approaches to solving the problem from UDID to the Mac address to device fingerprint. Another issue is getting the right tools into the hands of marketers. Understanding the right measurements and gathering the right information for personalization can give marketers better insights about their mobile activity. This information can then be used to target known customers with messages based on their voluntarily disclosed interests and mobile profiles.

5 Apple Passbook integration and what more can be done to involve brands and retailers This is great way to reward your loyal customers. They should be treated well, and Passbook and Google Wallet area great ways to connect with them at all times. Think loyalty cards, gift cards and customer ID cards brands have direct access to customers using Passbook and Wallet via these cards and can push personalized discounts and information to their customers. It is about giving consumers ways to engage in loyalty programs and our data shows that consumers want their loyalty programs. 47 percent of consumers would chose one store over another if they had a mobile loyalty program, and they would be more willing to share personal information for rewards. In order to help retailers embrace Apple Passbook, there needs to be more education and easier tools. Mobile loyalty programs that reward customers based on tying their rich customer profiles to actual transaction data provide the best foundation for a strong return on mobility (ROM). And, as mobility takes hold, mobile loyalty programs will be the very foundation of competitiveness in the coming years.

6 Why common short codes are key to drive traffic and customers to other retail channels including stores SMS technology in general is not the best experience, but sending a link via text from the website will help users download apps faster. Additionally, sending a link via text from the website for Google Wallet and Apple Passbook cards will make it frictionless for the customer to use them. We need to think about better ways to deliver information to customers on each platform. For example, NFC can be a great way to send app or website information to Android users. ibeacons are a great way to send information to mobile customers who have your apps. QR codes - even though, we are not the biggest fans - are still used in different markets and should not be forgotten. The world has gone mobile, with 90 percent of the U.S. population having at last one mobile phone and 63 percent of businesses that prioritize mobile as a way to be more responsive to customers. It takes 90 minutes for the average person to respond to an . It takes 90 seconds for the average person to respond to a text message. Increasingly, people prefer texting over other methods of communication. It s the number one most frequently used aspect of the mobile phone beating voice and .