Imagine, if you will, this small object which fits into a pocket, is with us constantly, and allows us to communicate around the world and gain information about nearly anything. anywhere and at any time. We are in fact living in a world that is absolutely open to us and opportunity is boundless. There are no borders that can stop us. There are no places where we cannot shop. We may be at the apex of communication freedom no matter where we live.
This little mobile device, the smartphone, covers all the channels: phone, text, social, email, web, applications and video. This is truly an evolution in communications. As Melinda Krueger wrote in Mobile Commerce Daily on Dec. 4, 2013, ‘Stop looking for data to defend or dismiss one channel over another. Do not accept the silos and turf battles as inevitable. Your mobile strategy…your marketing strategy…must be an omnichannel strategy.’ This is a dynamic statement as it circles the exact reason why mobile is so important. ‘We need to meet customer needs where, how and when they choose. We must make it as easy as possible for the customer to receive and act on our calls to action.’ She is absolutely on the money.
WE NEED TO MEET THE CUSTOMER NEEDS WHERE, HOW AND WHEN THEY CHOOSE. WE MUST MAKE IT AS EASY AS POSSIBLE FOR THE CUSTOMER TO RECEIVE AND ACT ON OUR CALLS TO ACTION.
Mobile is simply a platform. It is a platform for retailers and manufacturers to use to ENGAGE the customer and/or potential customer on their grounds. They are in charge today. It isn’t all about us. It is about them. ‘Have you talked to them today’?
What does the customer want from us? Ms Krueger points out that we should begin with the customer benefit. What does the customer want from us? We all know that we have to enforce consistent messaging and assets. Many advertisers believe that redundancy hurts the brand but in fact, consumers’ don’t pay attention to all of our messages, no matter how brilliant we think they are. As she states, ‘Repetition is effective’.
One of the things many marketers forget is that we have to reward the customer in our cross-promotion efforts. This can be done through a cooperation and reward synergy…a Twitter chat promoted via SMS…a Facebook tab for email opt-in…a home page feature on an app update.
Krueger points out that we must connect the dots. ‘Consider the customer data that can be gathered via each channel and aggregated to build a cross-channel profile. You want to recognize a customer whether in your app, visiting your site, responding to email or SMS/push, at your location or on the phone. And you want to be able to use that interaction data to make your marketing communications more relevant.
Most of all, it is important to understand that you should not create barriers. Why would you make it hard for a customer to shop and buy from you? In your store, would you put stuff in the aisles so they have to move around those barriers, or force the customer to jump over them? Get real. Keep is simple. Allow the customer to go where she wants. After all, the customer journey is not just a direct path to your checkout area. It winds back and forth, online and off, mobile and desktop, in-store, at home and out of home.
In creating our Mobile Strategy…our Marketing Strategy, we cannot forget what it is like being a consumer. All we have to do is really make it easy for the uncommitted customer to interact with our brand how and when they choose.
She elects, more than not, to use mobile as her communication device. As an example of this growing importance, Wayfair.com, recorded $25 million in sales, a 56% increase over the same holiday period a year ago. Mobile accounted for 30% of the sales. This was a growth of 137% over last year.
Mobile is absolutely important. That is why we say, MOBILENow.
For more information regarding Integrated Marketing Innovations, read Media Notes Canonical at http://www.cnasophis.com.