How can brands deliver a “customer strategy” on mobile?
Unlike the online world, in mobile everything is happening 10 times faster. A smartphone, tablet, watch, connected car – what’s next? Consumer expectations from brands are incredibly high; it’s no longer about having a mobile optimized site or dabbling in some mobile advertising. Consumers expect brands to know where they are, what they are doing and deliver relevant content and experiences directly to their mobile device. The challenge for brands is where to start. Here are 4 tips to consider when planning your mobile strategy.
1. Think customer not platform
Don’t default to thinking the answer is the same as the strategy or plan you have for desktop. Putting a banner on a mobile screen may not be the answer. ( or in some case it might be!) Think about who your customer is and where they are. If you are a retailer, your customers come armed with their mobiles into your store everyday – what are you doing to help enable that experience? An airline – your customer has the mobile on them every step of the way from check in to the airport lounge, in flight on wifi and beyond. Are you keeping them updated with flight information? An offer on car rental, a hotel or information on their destination?
2. Invest in mobile technology
Don’t assume that the technology you have for desktop will work on mobile. Be it the ability to serve rich media adverts or something as fundamental as tracking users on mobile devices, desktop technology just isn’t fit for purpose. Even something as commonplace as the mobile application has given rise to new enterprise platforms that now give brands robust technology that wont let their consumers down. Be it live streaming content from an event to millions of viewers or delivering tailored offers to consumers as the application is location aware and feeding in live loyalty information from the brands CRM.
3. Measure what matters
Too many mobile campaigns still measure success on the old desktop metric of “clicks” making the assumption that consumers engages will all screen in the same way. Brands need to work harder to “close the loop”, tracking consumers from CRM to point of sales and create a new set of mobile metrics. As well as understanding how mobile reacts and converges with other media. Is a consumer video view on desktop more on less valuable than mobile? Does a desktop purchase currently get all the credit, when in fact 50% of the consumers time was spent researching your product on their tablet?
Brands need to focus on building up rich customer profiles, ensuring campaign planning becomes a lot less focused on environment and building long “white lists” of sites that you want your campaign to run across. How? Through bringing together data in your CRM systems, device ID’s and other data such as operating system/handset that they will have capture when a consumer downloads their branded apps. Along with advertising data from their publishing partners. We are now seeing a real trend from brands wanting to take greater ownership of their customer and move away from working with the same old mobile ad networks, to partners who bring robust retargeting and attribution capabilities to the table. Rather than simply a pretty slide with lots of publisher logos on it.
Only by building up mobile customer data, measuring and tracking what matters and investing in mobile technology will brands be able to deliver “ connected experience” for consumers. An experience that enables my mobile devices but could take place at an airport, a shopping mall, in the comfort of your own home or somewhere far away. As a brand are you simply getting in the way of what a consumer wants to do? Or are you in someway making their life easier, more interesting, easier or exciting?