Drive Revenue and Loyalty by Engaging Mobile and Social Consumers
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This Mize, Inc. sponsored whitepaper was prepared by Dr. Phil Hendrix, Ph.D., Founder and Director of immr and an analyst for GigaOm Pro. Drive Revenue and Loyalty by Engaging Mobile and Social ...
This Mize, Inc. sponsored whitepaper was prepared by Dr. Phil Hendrix, Ph.D., Founder and Director of immr and an analyst for GigaOm Pro. Drive Revenue and Loyalty by Engaging Mobile and Social Consumers is focused on understanding and defining today's consumers. Additionally the report provides insight into the need of brands, retailers and service providers to connect with these always-on consumers. We hope you find the information of value and invite you to connect with us to discuss your needs in this rapidly growing marketplace.
Historically, marketers have viewed consumers in a narrow, almost one-dimensional sense – especially in advertising, engaging the consumer often refers to attracting attention and getting the advertiser’s message across. As discussed in the next section, such a narrow view does not serve consumers or businesses well. A recent Marketing Science Institute report views engagement more broadly as a “psychological state… resulting from a consumer’s interactions with a product over time.” The authors also note that engagement includes intrinsic, utilitarian and social aspects and differs from satisfaction.
Starbucks founder and Chairman Howard Schultz observed, "To be successful in an enduring way… we have to be relevant to customers when they are outside our four walls… and that applies to any consumer brand, whether Starbucks or a product like Tide.” For brands and retailers, relevance implies “engaging” customers throughout their journey, including both pre-purchase (browsing, shopping, buying, etc.) and post-purchase activities (using products, getting service, sharing their experience with others, etc.)
This whitepaper outlines how leading companies can use mobile solutions to engage consumers as they experience products and services across seven key “moments of truth,” from browsing to shopping, buying and using products. The strategies and solutions are most important for companies seeking to leverage mobile apps and solutions to engage customers and gain competitive advantage. Executives responsible for marketing, sales and service/support as well as customer experience and customer loyalty should find the perspectives and insights especially relevant.
Why Should Businesses Focus on Engagement?
Business practices – especially marketing – are often maligned and the object of searing critiques. In a post on HBR’s (Harvard Business Review) blog that generated 600+ comments and stirred up considerable protest, Bill Lee argues that “Marketing Is Dead.” Roland Rust, former editor of the Journal of Marketing, and co-authors call for organizations to “reinvent” their marketing departments and replace their traditional CMO with a CCO (chief customer officer). Indeed, businesses are in the midst of a sea change that calls for new ways of engaging consumers.
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