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4 Stages of a
    Smart Mobile Strategy




1                  4 Stages of a Smart Mobile Strategy
4 Stages of a Smart Mobile Strategy

Nearly every outlet of a marketing program
converges on a mobile device. Think about it. From                                 But first—a quick look at what your customers want
Facebook and Twitter to email and apps, many of your consumer/brand
                                                                                   As part of the ExactTarget SUBSCRIBERS, FANS, & FOLLOWERS research
interactions happen via mobile. Mobile marketing strategy is likely on your list
                                                                                   series, we asked online consumers how acceptable it is for companies to send
of things to improve this year or you wouldn’t be reading this. But don’t worry—
                                                                                   them different messages through various channels—from email and SMS to
we have answers and best practices to share for all your mobile quandaries.
                                                                                   Facebook and push messaging. Consumers were asked to indicate how acceptable
If you don’t find what you’re looking for in the next few pages, you can always
                                                                                   it would be for marketers to send them these messages through each channel
drop us a line at 1-866-558-9834.
                                                                                   based on a scale of one (1) to five (5), with 1 being completely unacceptable and
                                                                                   5 being completely acceptable. Green indicates message types and channels that
What are the four stages you should consider in creating a smart mobile
                                                                                   consumers generally consider acceptable for marketing communications, whereas
strategy?
                                                                                   red should serve as a warning.
	    1: 	Acquire new mobile customers	
	    2: 	Welcome your mobile customers
                                                                                   We found that consumers have varying channel preferences based on the purpose
	    3: 	Increase mobile engagement and conversions
                                                                                   of the message. For example, email and direct mail score high for confirmation
	    4: 	Retain your customers with mobile
                                                                                   messages, regular account updates, and ongoing promotional messages, while
                                                                                   SMS is preferred for urgent messaging like financial or travel alerts. In instances like
                                                                                   these, when time is of the essence, consumers sometimes even prefer overlapping
     “Consumers have varying channel                                               messages. While push notifications hold a great deal of potential, they’re early
     preferences based on the purpose of                                           in the adoption cycle and many consumers are likely unfamiliar with messages
                                                                                   through mobile apps. So, marketers may need to experiment with status updates,
     the message. For example...SMS is                                             alerts, and other messages to see what works—and what doesn’t—in driving
                                                                                   mobile application engagement. Not surprisingly, promotional messages across all
     preferred for urgent messaging like                                           mobile channels from companies who’ve not received express mobile permission
     financial or travel alerts.”                                                  are viewed as unacceptable. Take a closer look at this data on the next page.




    4 Stages of a Smart Mobile Strategy                                                                                                                                       2
Marketing Message Acceptability
       1         Please indicate the level to which you feel it would be acceptable for marketers to send you
                 different types of messages through each highlighted channel (1=completely unacceptable, 5=completely acceptable)
      	                                                       Message Type	      	 Direct	               	Mobile	
      	                                                                     Email Mail			
                                                              Acceptability		              Telephone	 SMS  App	 Facebook	 Twitter	 LinkedIn
      Confirmation, “Thank You,” or purchase
      receipt for a transaction you initiated	                         3.2	               4.5	4.2	                        3.1	 3.3	3.0	 2.6	                            2.3	 2.3

      Financial alerts (such as fraud detection)
                                                                       3.2	               4.4	4.1	                        3.7	 3.5	3.0	 2.2	                            2.3	 2.1
      from your bank or financial institution	
      Travel alerts such as flight delays or
                                                                       3.1	               4.3	3.5	                        3.7	 3.6	3.1	 2.4	                            2.2	 2.2
      cancellations from an airline	
      Delivery of tickets to event (sports,
                                                                       3.0	               4.4	4.3	                        3.0	 3.1	2.9	 2.4	                            2.3	 2.1
      music, theater, etc.) you purchased	
      Regular status updates or statements on
      an account you maintain with a company	                          2.9	               4.1	4.1	                        2.8	 2.9	2.8	 2.4	                            2.2	 2.1

      Promotional messages from companies
      whom you have granted permission to                              2.9	               4.0	3.9	                        2.7	 2.8	2.7	 2.6	                            2.3	 2.3
      send you ongoing information	
      Customer service messages about general
      product or service questions	                                    2.7	               3.6	3.6	                        2.7	 2.5	2.6	 2.4	                            2.3	 2.2

      Polls, surveys, or questionnaires related to
      a company’s products or services	                                2.7	               3.6	3.7	                        2.6	 2.4	2.6	 2.4	                            2.2	 2.2

      Sweepstakes invitations from a company
      you know	                                                        2.6	               3.3	3.4	                        2.4	 2.3	2.5	 2.4	                            2.2	 2.2

      Promotional messages from companies with
      whom you regularly conduct business,                             2.3	               2.8	3.1	                        2.1	 2.1	2.1	 2.1	                            2.0	 2.0
      but have not asked for ongoing information	
      Promotional messages from a company
      with whom you have never interacted	                             2.0	               2.1	2.6	                        1.9	 1.8	2.0	 1.9	                            1.9	 2.0

      Channel Acceptability		                                                                          3.7	               3.7   2.8      2.8            2.7
                                                                                                                                                        	               2.3	         2.2
     We asked consumers how ACCEPTABLE it is for companies to send them these different messages through various channels. Consumers were asked to indicate how acceptable it would
     be for marketers to send them these messages through each channel based on a scale of one (1) to five (5), with 1 being completely unacceptable and 5 being completely acceptable. Green
     indicates message types and channels that consumers generally consider acceptable for marketing communications (based on one standard deviation above the overall mean), whereas
     red should serve as a warning (one standard deviation below the overall mean).

     Source: 	           2012 Channel Preferences Survey, February 2012 • N =690 US Online Consumers, age 15 and older	                                               www.ExactTarget.com/SFF




3                                                                                                                                            4 Stages of a Smart Mobile Strategy
By 2013, mobile phones are expected
                              to be the #1 web access device.
                                       - Gartner Group

4 Stages of a Smart Mobile Strategy                              4
1: Acquire New Mobile Customers


Your customers don’t leave home without their mobile devices. Yet mobile                    Remember that a mobile phone number becomes much more valuable when it’s
is still a relatively young marketing channel. How can you step up your game to gain        paired with an email address, Facebook page, or Twitter handle. The more data you
more mobile customers and interactions?                                                     have, the smarter you can be in your mobile strategy. As you acquire new mobile
                                                                                            customers, consider the right opportunity to ask for permission to message through
Promote your mobile program through other channels. You’ve invested resources to
                                                                                            additional channels. Can you ask for email or social media information during key
improve your mobile presence—whether with a responsive website, mobile-optimized
                                                                                            interactions, such as SMS opt-in, app registration/download, or point of purchase?
email, SMS capabilities, or mobile app. How can you take every opportunity to connect
with new customers via mobile?



•	 In the inbox. Create a targeted email campaign to customers viewing on a 		
	 mobile device. Offer an incentive to download your app, visit your mCommerce 		                                      Need help here?
	 site, or sign up for your SMS program.

•	 In the store. Offer exclusive text-in deals via in-store opportunities with signage 		
                                                                                                     ExactTarget’s mobile solutions let
	 and point-of-sale receipts.                                                                     you manage every aspect of mobile—
•	 On your website. Add a pop-up to your website (when viewed on a mobile 		
	 device) that promotes your app. Ask customers to text in to get an SMS 		
                                                                                                   SMS, push messaging, mobile email,
	 message with an easy link to your app.                                                         couponing, and more—from one easy-
•	 On social networks. Do your fans and followers even know you have an app 		                      to-use interface. Learn more about
	 or SMS offers? Use social channels to promote mobile. Make sure your 		
	 Facebook pages are mobile optimized for easy viewing, especially since 		                        MobileConnect™ and MobilePush at
	 Facebook is the world’s most downloaded app.
                                                                                                   www.exacttarget.com/goeverywhere
•	 On a smartphone. Already have SMS permission? Send an outbound 		
	 message with an incentive (e.g., “Free shipping this weekend only”) and a direct 	
	 link to the download page in the app store.

•	 In the mail. Take advantage of traditional communication methods by including 		
	 mobile calls-to-action on an invoice, statement, packaging, or direct mail piece.




5                                                                                                                        4 Stages of a Smart Mobile Strategy
22% of consumers say they’ve given a
                       company permission to contact them
                             through text messages.
                                      - ExactTarget




4 Stages of a Smart Mobile Strategy                           6
2: Welcome Your Mobile Customers


What happens after your customer engages with your mobile program?                            Day 5
Your welcome strategy for any new mobile customer should include a combination of             On her phone during her lunch break, Jane sees a second welcome email, then an
channels—email, mobile, and social—to support consumers’ cross-channel behaviors.             update from your Twitter account about your loyalty program. Later that day on her
Don’t think of “welcome” as a single message. Whether your welcome strategy covers            laptop, she signs up for your program, which includes both email and mobile coupons.
the first 10 days or two months, as with any relationship, it takes some time to get to
know each other.



       Forrester Research predicts that the $6B mobile app market will grow to $55.7B by 2015.
       With ExactTarget MobilePush, it’s easy to master push notifications and keep driving
       customers back to your app. Learn more at www.exacttarget.com/goeverywhere

Here’s a sample step-by-step welcome campaign. We’ll use a retail company’s                   Day 10
mobile app as an example, but you’ll see how these basic ideas can apply to almost            Jane receives a push notification about a sale you’re having on summer skirts. While
any industry.                                                                                 she waits at the hair salon, she uses your app to buy three skirts.


Day 1                                                                                         Since consumers don’t operate in single-channel silos, marketers can’t afford to either.
Jane Doe downloads your mobile app to her iPad. When she opens the app, she                   Whether you’re a retailer offering an SMS coupon or a bank offering account balance
registers with her name and email address. She clicks from the app home page to your          push notifications, make sure your messaging channels work together to provide a real
summer collection, then clicks on two different skirts. At that point, an alert window asks   value to your customer.
if she’d like to receive push messages. She accepts and closes the app. She then
checks her inbox to find a mobile-optimized welcome email from your company. This
email 1) thanks her for downloading the app, 2) reminds her of the key app benefits,
and 3) invites her to connect with other fashionistas on your Facebook page and Twitter.




7                                                                                                                           4 Stages of a Smart Mobile Strategy
Mobile coupons get 10 times the
                  redemption rate of traditional coupons.
                                      - Mobile Marketing Association


4 Stages of a Smart Mobile Strategy                                    8
3: Increase Mobile Engagement and Conversions


Consumers who interact with your brand through                                              If you have customers who have completely disengaged, make a bold move to get
mobile-specific channels are among your most engaged. But once the “new” wears              their attention. Offer a drastic discount for a purchase or conversion via your app, for
off, how do you re-excite and reengage those customers?                                     example. Customers who respond to coupons and engage via SMS are more likely
                                                                                            to buy again or stay engaged. Consider creating win-back or comeback campaigns,
Be consistent and keep evolving. That may sound like a contradiction, but it’s not.         and monitor closely to determine which tactics are successful in drawing consumers
Here’s why:                                                                                 back in.


•	 Be consistent. Consistent SMS, push, or email offers, for example, mean consumers
    will begin to anticipate your message. For instance, send a Friday evening code for                                 Want more?
    a free appetizer at your restaurant, or a free movie rental the first Monday of every
    month. Try testing several different offers and tracking the most successful one                You can always learn more about
    before deciding on your consistent offer.
                                                                                            ExactTarget’s Mobile marketing solutions
•	 Keep evolving. Context is key. Be smart about when you send so your                        at www.exacttarget.com/goeverywhere
    communications are relevant. Can consumers make purchases via your app? Try
    implementing a cart abandonment push notifications to draw them back to the
    purchase. Send a message such as “Your cart will expire in 2 minutes” a half-hour
    after the user has been inactive. Or try a simple reminder like “You have 3 items
    in your cart. Do you want to check out?” Combine channels to best serve each
    consumer. For instance, if you send an email about account renewal and it goes
    unopened, can you follow up via SMS a week later? Having two channels coincide
    gives you a strategic second touchpoint.




9                                                                                                                         4 Stages of a Smart Mobile Strategy
By 2016 there will be 1.4 mobile devices per capita.
                                      - Cisco

4 Stages of a Smart Mobile Strategy                               10
4: Retain Your Customers With Mobile

Once a customer has engaged with a single mobile campaign,                                   How can you keep your long-time app users coming back for more? If you have a
how do you build brand loyalty and continue to nurture the customer lifecycle? It all        loyalty program, can you offer double points for mobile purchases? Use a one-time
boils down to relevance.                                                                     incentive-based email to reengage lapsed mobile users. Or consider how you can
                                                                                             reward loyal customers with geo-location targeting. For example, if a long-time app
                                                                                             user is within a half-mile of your restaurant, send a push message with an offer for a
                                                                                             buy-one-get-one-free entrée. This level of relevance creates a sense of personalized
     The Relevancy Curve                                                                     service and added convenience for your customers.




                                                                                                               Need help with this?
                                                                                             ExactTarget’s mobile-optimized email

                                                                                Engagement
                                                                                             templates and tools like Mobile Inbox
                                                                                                 Preview give you a clear picture of
                                                                                             exactly what your subscribers will see.
              Blast         Profile        Persona       Behavior   Engagement
                                                                                                  Visit www.exacttarget.com/email
              Driven        Driven         Driven        Driven      Driven

                                        Relevancy



Mobile marketers must progress along the relevancy curve.


How can you make your mobile strategy more personalized and less “batch and
blast”? Data collection. While you don’t want to scare off a new customer by asking
for too much information too soon, give customers easy access to update message
preferences with a unified profile center, providing you with a common view of the
consumer, no matter the channel.




11                                                                                                                        4 Stages of a Smart Mobile Strategy
Every Channel Is Mobile.
You know that “going mobile” isn’t simply a matter of adding a few new channels to your marketing mix. As mobile phones quickly become the number one web access device, every channel
must be considered from a mobile perspective. Acting now to ensure you take a holistic approach to mobile is what keeps you a few clicks (or screen taps) ahead of the competition. With
every new campaign you plan, consider how you’re acquiring and welcoming new customers while driving continued engagement and increased retention throughout the customer lifecycle.




                                   Connect anywhere, any time with ExactTarget mobile marketing solutions.
                                                    We’ll help you every step of the way.

                                                                www.exacttarget.com/goeverywhere

         4 Stages of a Smart Mobile Strategy                                                                                                                                         12

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4 Stages of a Smart Mobile Strategy

  • 1. 4 Stages of a Smart Mobile Strategy 1 4 Stages of a Smart Mobile Strategy
  • 2. 4 Stages of a Smart Mobile Strategy Nearly every outlet of a marketing program converges on a mobile device. Think about it. From But first—a quick look at what your customers want Facebook and Twitter to email and apps, many of your consumer/brand As part of the ExactTarget SUBSCRIBERS, FANS, & FOLLOWERS research interactions happen via mobile. Mobile marketing strategy is likely on your list series, we asked online consumers how acceptable it is for companies to send of things to improve this year or you wouldn’t be reading this. But don’t worry— them different messages through various channels—from email and SMS to we have answers and best practices to share for all your mobile quandaries. Facebook and push messaging. Consumers were asked to indicate how acceptable If you don’t find what you’re looking for in the next few pages, you can always it would be for marketers to send them these messages through each channel drop us a line at 1-866-558-9834. based on a scale of one (1) to five (5), with 1 being completely unacceptable and 5 being completely acceptable. Green indicates message types and channels that What are the four stages you should consider in creating a smart mobile consumers generally consider acceptable for marketing communications, whereas strategy? red should serve as a warning. 1: Acquire new mobile customers 2: Welcome your mobile customers We found that consumers have varying channel preferences based on the purpose 3: Increase mobile engagement and conversions of the message. For example, email and direct mail score high for confirmation 4: Retain your customers with mobile messages, regular account updates, and ongoing promotional messages, while SMS is preferred for urgent messaging like financial or travel alerts. In instances like these, when time is of the essence, consumers sometimes even prefer overlapping “Consumers have varying channel messages. While push notifications hold a great deal of potential, they’re early preferences based on the purpose of in the adoption cycle and many consumers are likely unfamiliar with messages through mobile apps. So, marketers may need to experiment with status updates, the message. For example...SMS is alerts, and other messages to see what works—and what doesn’t—in driving mobile application engagement. Not surprisingly, promotional messages across all preferred for urgent messaging like mobile channels from companies who’ve not received express mobile permission financial or travel alerts.” are viewed as unacceptable. Take a closer look at this data on the next page. 4 Stages of a Smart Mobile Strategy 2
  • 3. Marketing Message Acceptability 1 Please indicate the level to which you feel it would be acceptable for marketers to send you different types of messages through each highlighted channel (1=completely unacceptable, 5=completely acceptable) Message Type Direct Mobile Email Mail Acceptability Telephone SMS App Facebook Twitter LinkedIn Confirmation, “Thank You,” or purchase receipt for a transaction you initiated 3.2 4.5 4.2 3.1 3.3 3.0 2.6 2.3 2.3 Financial alerts (such as fraud detection) 3.2 4.4 4.1 3.7 3.5 3.0 2.2 2.3 2.1 from your bank or financial institution Travel alerts such as flight delays or 3.1 4.3 3.5 3.7 3.6 3.1 2.4 2.2 2.2 cancellations from an airline Delivery of tickets to event (sports, 3.0 4.4 4.3 3.0 3.1 2.9 2.4 2.3 2.1 music, theater, etc.) you purchased Regular status updates or statements on an account you maintain with a company 2.9 4.1 4.1 2.8 2.9 2.8 2.4 2.2 2.1 Promotional messages from companies whom you have granted permission to 2.9 4.0 3.9 2.7 2.8 2.7 2.6 2.3 2.3 send you ongoing information Customer service messages about general product or service questions 2.7 3.6 3.6 2.7 2.5 2.6 2.4 2.3 2.2 Polls, surveys, or questionnaires related to a company’s products or services 2.7 3.6 3.7 2.6 2.4 2.6 2.4 2.2 2.2 Sweepstakes invitations from a company you know 2.6 3.3 3.4 2.4 2.3 2.5 2.4 2.2 2.2 Promotional messages from companies with whom you regularly conduct business, 2.3 2.8 3.1 2.1 2.1 2.1 2.1 2.0 2.0 but have not asked for ongoing information Promotional messages from a company with whom you have never interacted 2.0 2.1 2.6 1.9 1.8 2.0 1.9 1.9 2.0 Channel Acceptability 3.7 3.7 2.8 2.8 2.7 2.3 2.2 We asked consumers how ACCEPTABLE it is for companies to send them these different messages through various channels. Consumers were asked to indicate how acceptable it would be for marketers to send them these messages through each channel based on a scale of one (1) to five (5), with 1 being completely unacceptable and 5 being completely acceptable. Green indicates message types and channels that consumers generally consider acceptable for marketing communications (based on one standard deviation above the overall mean), whereas red should serve as a warning (one standard deviation below the overall mean). Source: 2012 Channel Preferences Survey, February 2012 • N =690 US Online Consumers, age 15 and older www.ExactTarget.com/SFF 3 4 Stages of a Smart Mobile Strategy
  • 4. By 2013, mobile phones are expected to be the #1 web access device. - Gartner Group 4 Stages of a Smart Mobile Strategy 4
  • 5. 1: Acquire New Mobile Customers Your customers don’t leave home without their mobile devices. Yet mobile Remember that a mobile phone number becomes much more valuable when it’s is still a relatively young marketing channel. How can you step up your game to gain paired with an email address, Facebook page, or Twitter handle. The more data you more mobile customers and interactions? have, the smarter you can be in your mobile strategy. As you acquire new mobile customers, consider the right opportunity to ask for permission to message through Promote your mobile program through other channels. You’ve invested resources to additional channels. Can you ask for email or social media information during key improve your mobile presence—whether with a responsive website, mobile-optimized interactions, such as SMS opt-in, app registration/download, or point of purchase? email, SMS capabilities, or mobile app. How can you take every opportunity to connect with new customers via mobile? • In the inbox. Create a targeted email campaign to customers viewing on a mobile device. Offer an incentive to download your app, visit your mCommerce Need help here? site, or sign up for your SMS program. • In the store. Offer exclusive text-in deals via in-store opportunities with signage ExactTarget’s mobile solutions let and point-of-sale receipts. you manage every aspect of mobile— • On your website. Add a pop-up to your website (when viewed on a mobile device) that promotes your app. Ask customers to text in to get an SMS SMS, push messaging, mobile email, message with an easy link to your app. couponing, and more—from one easy- • On social networks. Do your fans and followers even know you have an app to-use interface. Learn more about or SMS offers? Use social channels to promote mobile. Make sure your Facebook pages are mobile optimized for easy viewing, especially since MobileConnect™ and MobilePush at Facebook is the world’s most downloaded app. www.exacttarget.com/goeverywhere • On a smartphone. Already have SMS permission? Send an outbound message with an incentive (e.g., “Free shipping this weekend only”) and a direct link to the download page in the app store. • In the mail. Take advantage of traditional communication methods by including mobile calls-to-action on an invoice, statement, packaging, or direct mail piece. 5 4 Stages of a Smart Mobile Strategy
  • 6. 22% of consumers say they’ve given a company permission to contact them through text messages. - ExactTarget 4 Stages of a Smart Mobile Strategy 6
  • 7. 2: Welcome Your Mobile Customers What happens after your customer engages with your mobile program? Day 5 Your welcome strategy for any new mobile customer should include a combination of On her phone during her lunch break, Jane sees a second welcome email, then an channels—email, mobile, and social—to support consumers’ cross-channel behaviors. update from your Twitter account about your loyalty program. Later that day on her Don’t think of “welcome” as a single message. Whether your welcome strategy covers laptop, she signs up for your program, which includes both email and mobile coupons. the first 10 days or two months, as with any relationship, it takes some time to get to know each other. Forrester Research predicts that the $6B mobile app market will grow to $55.7B by 2015. With ExactTarget MobilePush, it’s easy to master push notifications and keep driving customers back to your app. Learn more at www.exacttarget.com/goeverywhere Here’s a sample step-by-step welcome campaign. We’ll use a retail company’s Day 10 mobile app as an example, but you’ll see how these basic ideas can apply to almost Jane receives a push notification about a sale you’re having on summer skirts. While any industry. she waits at the hair salon, she uses your app to buy three skirts. Day 1 Since consumers don’t operate in single-channel silos, marketers can’t afford to either. Jane Doe downloads your mobile app to her iPad. When she opens the app, she Whether you’re a retailer offering an SMS coupon or a bank offering account balance registers with her name and email address. She clicks from the app home page to your push notifications, make sure your messaging channels work together to provide a real summer collection, then clicks on two different skirts. At that point, an alert window asks value to your customer. if she’d like to receive push messages. She accepts and closes the app. She then checks her inbox to find a mobile-optimized welcome email from your company. This email 1) thanks her for downloading the app, 2) reminds her of the key app benefits, and 3) invites her to connect with other fashionistas on your Facebook page and Twitter. 7 4 Stages of a Smart Mobile Strategy
  • 8. Mobile coupons get 10 times the redemption rate of traditional coupons. - Mobile Marketing Association 4 Stages of a Smart Mobile Strategy 8
  • 9. 3: Increase Mobile Engagement and Conversions Consumers who interact with your brand through If you have customers who have completely disengaged, make a bold move to get mobile-specific channels are among your most engaged. But once the “new” wears their attention. Offer a drastic discount for a purchase or conversion via your app, for off, how do you re-excite and reengage those customers? example. Customers who respond to coupons and engage via SMS are more likely to buy again or stay engaged. Consider creating win-back or comeback campaigns, Be consistent and keep evolving. That may sound like a contradiction, but it’s not. and monitor closely to determine which tactics are successful in drawing consumers Here’s why: back in. • Be consistent. Consistent SMS, push, or email offers, for example, mean consumers will begin to anticipate your message. For instance, send a Friday evening code for Want more? a free appetizer at your restaurant, or a free movie rental the first Monday of every month. Try testing several different offers and tracking the most successful one You can always learn more about before deciding on your consistent offer. ExactTarget’s Mobile marketing solutions • Keep evolving. Context is key. Be smart about when you send so your at www.exacttarget.com/goeverywhere communications are relevant. Can consumers make purchases via your app? Try implementing a cart abandonment push notifications to draw them back to the purchase. Send a message such as “Your cart will expire in 2 minutes” a half-hour after the user has been inactive. Or try a simple reminder like “You have 3 items in your cart. Do you want to check out?” Combine channels to best serve each consumer. For instance, if you send an email about account renewal and it goes unopened, can you follow up via SMS a week later? Having two channels coincide gives you a strategic second touchpoint. 9 4 Stages of a Smart Mobile Strategy
  • 10. By 2016 there will be 1.4 mobile devices per capita. - Cisco 4 Stages of a Smart Mobile Strategy 10
  • 11. 4: Retain Your Customers With Mobile Once a customer has engaged with a single mobile campaign, How can you keep your long-time app users coming back for more? If you have a how do you build brand loyalty and continue to nurture the customer lifecycle? It all loyalty program, can you offer double points for mobile purchases? Use a one-time boils down to relevance. incentive-based email to reengage lapsed mobile users. Or consider how you can reward loyal customers with geo-location targeting. For example, if a long-time app user is within a half-mile of your restaurant, send a push message with an offer for a buy-one-get-one-free entrée. This level of relevance creates a sense of personalized The Relevancy Curve service and added convenience for your customers. Need help with this? ExactTarget’s mobile-optimized email Engagement templates and tools like Mobile Inbox Preview give you a clear picture of exactly what your subscribers will see. Blast Profile Persona Behavior Engagement Visit www.exacttarget.com/email Driven Driven Driven Driven Driven Relevancy Mobile marketers must progress along the relevancy curve. How can you make your mobile strategy more personalized and less “batch and blast”? Data collection. While you don’t want to scare off a new customer by asking for too much information too soon, give customers easy access to update message preferences with a unified profile center, providing you with a common view of the consumer, no matter the channel. 11 4 Stages of a Smart Mobile Strategy
  • 12. Every Channel Is Mobile. You know that “going mobile” isn’t simply a matter of adding a few new channels to your marketing mix. As mobile phones quickly become the number one web access device, every channel must be considered from a mobile perspective. Acting now to ensure you take a holistic approach to mobile is what keeps you a few clicks (or screen taps) ahead of the competition. With every new campaign you plan, consider how you’re acquiring and welcoming new customers while driving continued engagement and increased retention throughout the customer lifecycle. Connect anywhere, any time with ExactTarget mobile marketing solutions. We’ll help you every step of the way. www.exacttarget.com/goeverywhere 4 Stages of a Smart Mobile Strategy 12