In addition, more than 30 percent of Web site traffic comes from mobile, and 65 percent of email messages are opened first on phones. It’s predicted that 100 million apps will be downloaded each day by 2017.
For marketers, this means that engaging consumers on mobile is no longer an option–it’s a necessity. It’s where consumers are spending their time, and the channel provides invaluable insights that can shape future campaigns.
In fact, the brands that win are those that know their customers and their preferences best.
Think about it this way: In the past, brands were fairly limited regarding what insights they could collect to help them understand their fans. An online retailer might know who a customer is, what they purchased, and what they’ll likely buy next (based on past purchases/other customers), but does that mean they really know them? Wouldn’t it be much more powerful if a brand could tell someone exactly what he wanted? That’s where mobile comes in.
Using mobile platforms, brands can easily create “customer profiles” to understand and confirm preferences. Let’s use nutrition drinks as an example. As soon as someone makes a purchase, a brand could build a profile for that customer simply by asking that person via a simple prompt to select a few images that demonstrate his preferences. What color juice do you like? What’s your ideal flavor combination? Are you more likely to purchase the same flavor multiple times, or would you want to try a variety? All it takes is a few taps or swipes to know exactly what your customer wants–not just what you think they do.
With those insights, brands suddenly get to know the actual person, not just a persona or a social profile.
So how can brands can use mobile to “meet” their customers? Here are a few places to begin:
• Photo and video: When someone buys a product, encourage the buyer to snap and share a photo or video of how the product is being used. This helps brands understand how customers experience their products, plus where they’re most likely to engage (i.e., did they share their photo on Instagram, Facebook or Twitter?).
• Post-purchase follow-ups: Similar to the “profile” example above, this can help brands figure out exactly what their customers want to buy next. The key here is not to think in terms of a full survey, but a short list of preferences where they can simply tap a few photos or check a few boxes to respond.
• Mobile contests and campaigns: Think of these as gamified ways to get customers to reveal their preferences. Entry can be as simple as uploading a photo and answering a few short follow-up questions. Plus, you can build up your email list in the process.
• Order confirmation pages: We’ve covered how to determine what your customers are likely to purchase next, but what about understanding what factors led them to the purchase decision they just made? Order confirmation pages are prime real estate for collecting these insights.
• Push/proximity triggers: Instead of an email order confirmation, send customers a push notification asking them to post a picture of themselves when they open the product. Or if a customer purchased something online, send him an alert when he is in the proximity of your brick-and-mortar store and encourage him to stop in.
In today’s always-connected, always-on world, the brands that win are those that find ways to connect with customers on the devices and platforms they’re already using in a way that generates sales. Since half of your customers rely on their phones to stay connected, mobile engagement is now the imperative.