Developing an engaged mobile relationship with your customer

Enjoy Digital
By Enjoy Digital
5 minutes to read

You tell them all your deepest secrets…

They’re never more than 5 yards away from you. They have access to all of your personal finances and they’ve been with you through some of your best and worst times. You’ve touched them all over and at some point… they’ve probably seen you naked! If someone tried to take them away from you, you’d have a panic attack…or worse, commit a crime.

It’s your Mobile Device, and it’s one of the closest, most intimate relationships that you have!

We all know that device usage is rising dramatically but the psychological connection between human and device is becoming stronger than ever which offers serious implications for how you approach marketing to your customers via their mobile device. In this blog post I touch on the considerations that must be taken when communicating to your customers via their mobile device & the value that can be generated from this incredibly personal channel.

Mobile channels – the size of the prize

Mobile has long been the first point of call for social networking however now customers use the channel daily to engage with brands, research and compare products and even complete their entire shopping experience. In 2013 45% of smartphone owners used their trusty pocket companions to research goods online, with 23% making purchases and we now open more emails on our mobile device then we do on desktop (51%, December 2013) App usage is through the roof, seeing a 115% increase in 2013 (breakdown below courtesy of Mashable and Statista) which showcases the inherent need to understand and exploit what is an extremely direct, targeted and lucrative channel.

Developing an engaged mobile relationship with your customer

(http://mashable.com/2014/01/14/mobile-app-use-2013/)

Creating the right channel mix for your business

There are many channels that can be used to connect with your customer via mobile and the right blend needs to be developed for your business, here’s a great diagram which shows mobile channel usage in mobile first/mobile mainstream businesses

Developing an engaged mobile relationship with your customer

(eConsultancy – http://econsultancy.com/uk/reports/mobile-marketing-and-commerce-report)

Developing your mobile strategy - a psychological good practice guide to generating value from the mobile channel

Step 1: Getting into your customers pocket - respect the value exchange

In order to develop an engaged mobile relationship with a consumer, we must understand and respect the significance of the value exchange.

Developing an engaged mobile relationship with your customer

You can get into a customer’s pocket for free by sending them an email which, depending on the time of day, will more than likely be opened on their device. However the objective is not to create a throw away message but an engaged mobile relationship whereby the customer is happy to hear from you, download your app and influenced to research, use and even purchase your products or services while on their mobile device. The key is in offering a value exchange which offers a higher level of benefits to the customer than it does effort, data or commitment.

What is “Value”?

  • It could be functionality - A game, a guide, a map, a lesson.
  • It could provide a service – Order and track your Taxi in a couple of touches
  • It could be an offer – 25% off today – Flash sale!
  • It could be exclusive content – a sneak peek behind the scenes of the latest Victoria’s secret fashion show.

Wherever the value outweighs the investment, then you have a good chance of achieving your objectives.

Initial value must be high in order to break down the initial barrier and get “in the customer’s pocket” however this is a premise that should be considered throughout your ongoing marketing strategy in order to achieve the outcomes that you desire.

A great example is Domino’s Pizza. Their app allows for a quick and easy ordering system along with order tracking. This easy to use functionality is every pizza lover’s dream. Their usage of push messaging to stimulate sales again shows a great understanding of the value exchange. On a Tuesday night they will message you with an offer for “Buy 1 get 1 free! On your favourite pizza” This usage of what can be an invasive channel is handled brilliantly, the customer is happy to hear from Domino’s who keep offering lots of value for a relatively small investment of effort due to an incredibly easy to use ordering system. They have seen fantastic success rates with mobile sales now accounting for over 20% of the business’ revenue!

What is “Value”? It could be functionality - A game, a guide, a map, a lesson. It could provide a service – Order and track your Taxi in a couple of touches It could be an offer – 25% off today – Flash sale! It could be exclusive content – a sneak peek behind the scenes of the latest Victoria’s secret fashion show. Wherever the value outweighs the investment, then you have a good chance of achieving your objectives. Initial value must be high in order to break down the initial barrier and get “in the customer’s pocket” however this is a premise that should be considered throughout your ongoing marketing strategy in order to achieve the outcomes that you desire. A great example is Domino’s Pizza. Their app allows for a quick and easy ordering system along with order tracking. This easy to use functionality is every pizza lover’s dream. Their usage of push messaging to stimulate sales again shows a great understanding of the value exchange. On a Tuesday night they will message you with an offer for “Buy 1 get 1 free! On your favourite pizza” This usage of what can be an invasive channel is handled brilliantly, the customer is happy to hear from Domino’s who keep offering lots of value for a relatively small investment of effort due to an incredibly easy to use ordering system. They have seen fantastic success rates with mobile sales now accounting for over 20% of the business’ revenue!

Step 2: Respecting the inner circle - once we are "in the pocket" then how do we curate the strongest relationship?

Once you’re in, you don’t want to waste all of the effort that you’ve gone through to gain access to the inner circle. When engaging on a mobile device, there are a few key rules to remember and it’s pretty safe to say, you can treat your customer as if they were a Silverback in the wild!

Developing an engaged mobile relationship with your customer

Rule #1: Respect their territory!

The mobile customer should be approached with respect, and sincerity. If you take control of someone’s device, share their data without asking, spam them with mobile emails and push messages that don’t show value (or in this case…. have a banana attached to them) then you’re only going to have one type of reaction, a negative one (or in this case a very angry Gorilla) Either way, it’s not a situation that you want to get yourself into!  You are in your customer’s lair now and you need to play by their rules.

Ensure that you treat a customer’s device and data with the respect that it deserves, you’re there to gently curate a positive relationship and not to take over their world.

Always consider the value exchange!

Rule #2: Respect their time!

You wouldn’t approach a Silverback at feeding time, otherwise you might join the menu.

Getting to your customer at the right time is important! Here’s a great diagram that shows when customers most check their devices.

Developing an engaged mobile relationship with your customer

(The email Barometer, Email on mobile devices)

 

Rule #3: Keep it simple!

Minimize challenges & maximize opportunities – Here’s what people who read their emails on their mobile device say are their most common complaints:

  • Scrolling across a page to read all the information
  • Too much text
  • Images not rendering properly
  • Failure for all the content to download

Despite the fact that marketers intuitively know that a better user experience would most likely mean better results, only 12% of B2C brands use responsive email design and 10% use mobile-aware design. The same goes for apps – A clear and intuitive User Experience is integral to ensure uptake and engagement – You should design to make the experience pleasurable and not overload with functionality or information.

Rule #4: Keep it relevant!

Two gorillas walk into a zoo, to one you throw a bunch of bananas, the other, a bag of carrots, which one tries to wear you like a hat?

You get the picture! Personalised communications are proven to deliver a significant increase in response and sales. By staying relevant to each individual customer you will see great returns!

So what about you?

  • Are you reaping the rewards of an engaged mobile relationship
  • Are you respecting the value exchange?
  • Is your mobile strategy up to scratch?
  • Do you even have a mobile strategy?
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