Loyalty: A Mobile User's Guide
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Loyalty programs are highly popular in Canada but often fail to create true loyalty. True loyalty cannot be forced but must be self-determined and based on understanding customers and offering value they appreciate. Mobile marketing can bridge gaps in traditional loyalty programs by making communications more personalized and relevant through location-aware, real-time interactions. Marketers should focus on understanding customers, experimenting with mobile tools, and more deeply integrating loyalty programs across mobile and other channels.
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Anticipating consumers’ every move to conversion is essential to realizing a strong return on marketing investment (MROI), yet, pervasive methods for understanding consumer behaviors fall short in a multichannel environment.
In the digital world, channel savvy, highly mobile, multiple device-happy consumers are in control. While they move from one media channel to another—and from one device to another—companies across industries are struggling to keep pace.
Anticipating consumers’ every move to conversion—and measuring every interaction across every channel—is essential to realizing a strong MROI and to sustaining competitive differentiation. Yet, pervasive methods for understanding consumer behaviors fall short in a multichannel environment.
As such, various attribution models and approaches have emerged to help businesses better capture and analyze consumers’ purchase journeys across both offline and online channels. Though a singular approach for measuring consumer data has yet to emerge, multichannel attribution holds exciting promise.
December 6, 2012
Accenture: ACN-interactive-pov-multichannel-attribution Feb 2013
The document discusses the challenges of measuring marketing return on investment (MROI) in a multichannel environment where consumers move between devices and channels in nonlinear ways. Traditional attribution methods like last-click attribution are insufficient because they do not account for the influence of multiple interactions across channels. The document advocates for multichannel attribution approaches using techniques like clustering, neural networks, and analyzing big data from all consumer touchpoints to better understand the consumer journey and allocate credit and budgets appropriately among channels.
ikano_howto_mobileengagement
1. The document discusses how mobile engagement can be used to create superfans through timely and contextual communications, data-driven mobile strategies, and loyalty programs.
2. Key aspects covered include using beacons, NFC, location data and push notifications to deliver personalized messages and offers to customers. Integrating loyalty programs with mobile wallets allows customers to automatically earn and redeem rewards.
3. To be effective, mobile engagement requires understanding customers across all channels to communicate with them at the right place and time through experiences that add value and drive interactions.
New Consumer Principle A4
The document discusses the changing expectations of consumers and the challenges faced by marketers in engaging with consumers. It notes that consumers now research products across multiple channels and expect to purchase through various channels as well. The document then advocates for a customer engagement approach using tools like Alterian Alchemy to listen to customers, learn from their interactions, understand them as individuals, and speak to them through relevant messaging across channels. This facilitates moving marketing from mass communication to personalized engagement with customers at each stage of the customer lifecycle.
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- 1. Loyalty Mobile Marketing Day October 13, 2010 Ariela Freed a Mobile Users Guide Mobile Marketing Strategist
- 11. True Loyalty is elusive. It can’t be forced. It may be coerced. It creates a resistance to competitive offers when it is self determined and relevant. When I as a consumer knowingly evaluate my options and decide to visit, buy, share, recommend, blog (positively), tweet and repeat, with or without an aid to the process… that is loyalty.
- 12. There are two ways to affect loyalty 1. Understand the customer 2. Offer value (that they value)
- 15. 86% of Canadians are members of a loyalty program.
- 16. +9 active programs per household
- 17. 114MM active memberships in Canada
- 18. 80% find communications from loyalty programs to be impersonal
- 21. Mocial* bridges this break. And then some. *Mocial is the intersection of mobile and social media. They exist separately but their power really takes off together because so much of how we interact with each other is in the moment and on the go, closer to the moment of truth.
- 22. Consumer Benefits Marketer Benefits No more papers/cards to forget Increased usage/redemption Personalized and relevant Location aware and time sensitive Increased insight & feedback; bypass POS hurdles Find anything, anywhere, anytime Always available Drive to retail/immediate purchase Instant/near real time Communicate with friends/network Propagation Ease of use Transaction mechanic Added value Increased sales
- 23. “ Maritz Research found 64% would like to use a smartphone to collect points or receive discounts instead of traditional methods 50% would like to loyalty program informationtrack points balances and download an application to 30% have downloaded a retail mobile application 52% of Millenials strongly appreciate communications from brands through the mobile channel “
- 24. Depending on your objectives and consumer wants and needs, there are a lot of mobile tools to choose from.
- 25. Discount
- 27. Geo-Location
- 29. Mobile Wallet
- 33. Transaction
- 35. Sales Enablement
- 38. Make Friends With Engage BlackBerry
- 42. Starbucks Experiment Mobile Payments
- 43. Sephora To Go Integrate
- 44. If Loyalty Can Be Better with Mobile, Why Isn’t It Everywhere? Mobile is (relatively) new Some companies are first movers and some are wait and seers <100% reach Require multiple touchpoints to reach the market for the near future Organization structure Division of Mobile and Loyalty responsibilities Mobile is not an island Mobile is part of a bigger ecosystem involving integration and technological changes
- 45. Delivering on the first promise: customer understanding and value! More extensive experimentation Deeper integration with existing loyalty programs Oh yeah, and contactless trials
- 47. Thank you. Any questions? Ariela Freed Mobile Marketing Strategist Maritz Canada www.maritzcanada.com 905.696.9400 Twitter: @mobiela