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When the world went mobile (Part Two)

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In part one of this article we looked at three touch point worth consideration in creating or managing a successful mobile strategy. These included anywhere anytime accessibility to your market audience, capitalising on the unique interfaces contained within mobile devices and designing a tangible benefit to attract new clientele.

In part two we focus on three more touch points in a mobile strategy:

Digital advertising

Studies by the Interactive Advertising Bureau have quoted figures such as $3.34 billion will be spent in Australia on online advertising with $86.2 million of that on mobile advertising. The mobility figure has increased by 220% in the last year with budgets shifting from pure online to mobile. This supports an earlier point that adults in Australia are spending on average 100 minutes per day on their mobile devices and are accessible at literally anytime. At its most simplistic having a mcommerce strategy is almost a core competency. Mobile users via apps have come to expect websites to adopt their physical footprint to their selected device. Mobile devices provide the opportunity to not simply provide website information but are the perfect two way communication tool to build the brand directly with your audience if easy to navigate.

Traditional email

Being of Generation X, I experienced email as an exciting new method of communication. Having watched as the fax machine fall into extinction you can’t help but wonder if emailing will have a similar fate. The truth is that emailing is still one of the most popular if not single most utilised feature on a mobile device. Based on a survey by Nielsen last year 42% of mobile usage was in accessing and managing emails. Second was search engine portals with 19%. This means that emails are still a prime method to attract customers. The key to tapping into this style of marketing is to pay attention to the most commonly referenced components. For example the subject line, this is the first and maybe last thing the customer views of your email. User will make a quick decision to open or bounce so it’s critical it makes the point. Is the message body personalised or relevant? Nothing is more annoying than getting emails where the recipient is incorrect, the Dear John letter, or if the content is regarding something that is of no interest or might even offend the recipient. Customer Relationship Management systems can provide customer segmentation and provide data mining facilities to filter the target market and enable response tracking.

Digital loyalty is more than a free cup of coffee  

More and more retailers are providing loyalty programs that can be managed via a mobile app. These enable a more personalised service and eliminate physical cards seeing as devices are now a constant companion. Personalised messages that provide an update on rewards schemes are a natural hook to increase business as customers strive to reach higher levels in the program. A question worth asking is do our customers merely relate to us in how much they’ll receive from the scheme. The goal of loyalty should still be about listening to the customer, enabling brand loyalty and creating advocates in the marketplace. So, via loyalty can we make it easier for our customers to share their experience? For example send them an email thanking them for the visit with the receipt and the opportunity to share the experience with their followers. I’ve seen an example where a retailer has sent a list of the products purchased that could be hyperlinked to an image and added as a Facebook post, “Hey, I just bought this cool watch from retailer X what do you think?” If customers really appreciate your service they will share it and for that there is no better loyalty.    

In part three we finish off looking at customer service, digital payments and platforms.


Happy Retailing!

Part One | Part Two | Part Three

Stephen Duncan

Stephen Duncan

Stephen Duncan is a Technology Retail Specialist.

1 Comment

  • jezek
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    09 July 2013

    Freemium is a growing approach. Changes in the software world are expected. All we can do is stay positive, and adapt.

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