A New Way of Thinking: Mobile Isn't Just a New Customer Channel

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This Campaign Manager Leadership Series ebook will cover how marketers can improve your campaign responses by leveraging mobile in your campaigns.

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A New Way of Thinking: Mobile Isn't Just a New Customer Channel

  1. 1. A NEW WAY OF THINKINGMobile isn’t just a new customer channel CAMPAIGN MANAGER LEADERSHIP SERIES
  2. 2. MOBILE MOVES FAST BRANDS ARE JUST ALONG FOR THE RIDE The changes in mobile technology and how we use them over the last couple of years have been nothing short of amazing. Today, technology goes with customers everywhere they go – and so does your brand. This creates both great opportunity and great responsibility. Because customers have increased voice through social media and other outlets, they have more power over how your brand is perceived. They are effectively in control, and this requires new ways of thinking. You’re with them everywhere, but just along for the ride.
  3. 3. A CONNECTED WORLDConsider this – as of January 2014: •  90 percent of American adults have a cell phone. •  58 percent of those have a smartphone (the number soars to nearly 80 percent for those between 18 and 49). •  42 percent have a tablet.1 It’s a truly different, more informed and more connected world. SOURCE: 1 - http://www.pewinternet.org/fact-sheets/mobile-technology-fact-sheet/
  4. 4. HOW MOBILE GETS USED While customers are adjusting to the new power in their mobile devices, it’s changing the way they receive information and make decisions. A recent study showed that more than 50 percent of all emails sent today are opened on mobile devices. Less than three years ago that number was just 10 percent.2 Another study showed that 63 percent of adult cell owners use their phones to go online and fully 1/3 of them prefer to go online via their phone rather than a desktop or laptop computer.3 SOURCE: 2 - “Mobile Opens Hit 51%; Android Claims #3 Spot” BY JUSTINE JORDAN https://litmus.com/blog/ mobile-opens-hit-51-percent-android-claims- number-3-spot 3 - “Cell Internet Use 2013” 4 - Just-in-time Information through Mobile Connections http://www.pewinternet.org/ 2012/05/07/just-in-time-information-through-mobile- connections/ Often when customers are online, they are using their phones to find “just-in-time” information and to make decisions on the spot. Consider this: A recent survey revealed that in a previous 30-day period, approximately 1 in 3 adults had used their cell phones to: • Coordinate a meeting or get-together. • Solve an unexpected problem. • Decide whether to visit a business.4 And they’re using them more and more to make decisions about purchases.
  5. 5. POINT OF SALE IS EVERYWHERE The IDC projects that growth from smartphones will represent $1 trillion in mobile commerce by 2017.5 Those purchases could be made from literally anywhere: in a store, in a car, from their couch, or anywhere else. It’s a great opportunity. In a recent study, 64 percent of people have used their mobile device to research products while in a bricks-and-mortar store. The ability to extend a relevant offer during that interaction is extremely valuable.6 To top it off, customers want and expect you to use the information they provide to enhance their experience. They trust you – that’s why they provided the data in the first place. SOURCE: 5 - IDC, November 2012 Worldwide Purchase Volume Over Mobile Devices will Exceed $1 Trillion by 2017, According to IDC Financial Insights:14 Nov 2012 http://www.idc.com/ getdoc.jsp?containerId=prUS23787412 6 - Bricks and Mortar and Mobile: How to Take Advantage of an Unrealized Opportunity, MarketingProfs, Catherine Dickinson : http://www.marketingprofs.com/articles/ 2014/25099/bricks-and-mortar-and-mobile-how-to-take-advantage-of-an-unrealized- opportunity#ixzz31oEC4i2u
  6. 6. THERE AREN’T LIMITS BUT THERE ARE LINES Just because you can, doesn’t mean you should. There might not be boxes, but there are lines you shouldn’t cross. You need to know and understand your audience to know where they are. Mobile provides unlimited opportunities and methods to connect with anyone, anywhere through audio, video, and text as well as a variety of other channels. For instance, marketers can use mobile campaigns to: •Engage customers in personalized, two-way conversations. •Integrate brand messaging online and offline. •Provide compelling location-based offers, incentives and services. •Deliver content that is easily consumable – and readily re-transmissible throughout users’ social networks including pictures and video. The options available for marketers in mobile are truly limited only by the imagination.
  7. 7. THE RIGHT TIME People are willing to connect – but not everybody wants to connect in the same way. We mentioned earlier that 73 percent of customers actually prefer that retailers use personal information. But in addition to that, 88 percent still want to have control over that information. That’s why it’s critical that marketers understand and recognize the difference between CONTEXT and RELEVANCY when considering their communications. From messaging to timing to channel, the distinction between the two plays a critical role in how your communication will be received and how the customer experience will be affected. CONTEXT = interrelated conditions RELEVANCY = MEANINGFUL interrelated conditions
  8. 8. TEXT 90999 SOURCE: 7 - Red Cross Raises $5,000,000+ for Haiti Through Text Message Campaign http://mashable.com/ 2010/01/13/haiti-red-cross-donations/ Probably one of the most heartwarming uses of mobile technology was the Red Cross’ efforts following the earthquake in Haiti. The international non-profit organization created a simple program that both instantly engaged a large core audience and enabled them to share with others. When donors texted “REDCROSS” to 90999 from their mobile device, a one-time donation of $10 was made and added to the users’ monthly phone bill. Through it’s simplicity, timeliness and shareability, the Red Cross was able to raise more than $5,000,000 in just a few days.7
  9. 9. DON’T BE A CREEP In our “always-on, 24/7” society it doesn’t take much imagination to think of ways in which mobile marketing could become intrusive or even creepy. Out of respect for your customers alone, you should carefully consider your messages to ensure that they are relevant. You cross that line at your own peril – 89 percent of customers who have a bad experience with your brand will buy from your competition.11 Disrespecting your customers by sending them irrelevant messages is not the experience they want. Always follow these golden rules: • Ask permission before you collect data. • Be clear and up-front about how you’re going to use that data. SOURCE: 11 - RightNow Customer Experience Impact Report 2011, http://www.slideshare.net/ jperezpgi/2011-rightnow-customer-experience-impact-report
  10. 10. MOBILIZE YOUR BRAND Moving forward, mobile isn’t going anywhere but up for the foreseeable future. It provides unlimited opportunities and methods for marketers to connect with anyone, anywhere, anytime. But remember this: the same power that brings you to customers can be used to broadcast their message about your brand to the world. You should be extra careful and take the time to understand your customers to ensure that their communications are relevant. Take the lessons learned from email and spam and apply them forward in the mobile space. After all, it’s one thing to annoy a customer at their computer. It takes on a whole new level of irritation when you invade other spaces.
  11. 11. Teradata is a global leader in analytic data platforms, marketing and analytic applications, and consulting services. Teradata helps organizations collect, integrate, and analyze all of their data so they can know more about their customers and business and do more of what’s really important. Visit Teradata.com for details. 10000 Innovation Drive, Dayton, OH 45342 U.S. and Canada 1-866-548-8348, For International Callers: (937) 242-4030 Teradata and the Teradata logo are registered trademarks of Teradata Corporation and/or its affiliates in the U.S. and worldwide. Teradata continually improves products as new technologies and components become available. Teradata, therefore, reserves the right to change specifications without prior notice. All features, functions, and operations described herein may not be marketed in all parts of the world. Consult your Teradata representative or Teradata.com for more information. EB-8207> 0514 Copyright © 2014 by Teradata Corporation. All rights reserved. Produced in USA. LEARN HOW YOU CAN ACCURATELY PREDICT CUSTOMER RESPONSE – AND RESPOND IN REAL-TIME WITH YOUR CAMPAIGNS Visit Us: teradata.com/datadrivenmarketing | Follow on Twitter: @Teradata_Apps

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