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A New Way of Thinking: Mobile Isn't Just a New Customer Channel
A NEW WAY OF
THINKINGMobile isn’t just a new customer channel
BRANDS ARE JUST ALONG FOR THE RIDE
The changes in mobile technology and how we use them
over the last couple of years have been nothing short of
amazing. Today, technology goes with customers
everywhere they go – and so does your brand.
This creates both great opportunity and great responsibility.
Because customers have increased voice through social
media and other outlets, they have more power over how
your brand is perceived. They are eﬀectively in control, and
this requires new ways of thinking. You’re with them
everywhere, but just along for the ride.
WORLDConsider this – as of January 2014:
• 90 percent of American adults have a cell phone.
• 58 percent of those have a smartphone (the number
soars to nearly 80 percent for those between 18 and 49).
• 42 percent have a tablet.1
It’s a truly diﬀerent, more informed and more
1 - http://www.pewinternet.org/fact-sheets/mobile-technology-fact-sheet/
While customers are adjusting to
the new power in their mobile
devices, it’s changing the way
they receive information and
A recent study showed that more
than 50 percent of all emails sent
today are opened on mobile
devices. Less than three years ago
that number was just 10 percent.2
Another study showed that 63
percent of adult cell owners use
their phones to go online and fully
1/3 of them prefer to go online via
their phone rather than a desktop or
2 - “Mobile Opens Hit 51%; Android Claims #3 Spot”
BY JUSTINE JORDAN https://litmus.com/blog/
3 - “Cell Internet Use 2013”
4 - Just-in-time Information through Mobile
Often when customers are online, they are using
their phones to ﬁnd “just-in-time” information and to
make decisions on the spot. Consider this:
A recent survey revealed that in a previous 30-day
period, approximately 1 in 3 adults had used their cell
• Coordinate a meeting or get-together.
• Solve an unexpected problem.
• Decide whether to visit a business.4
And they’re using them more and more to make
decisions about purchases.
POINT OF SALE IS
The IDC projects that growth from smartphones will
represent $1 trillion in mobile commerce by 2017.5 Those
purchases could be made from literally anywhere: in a store,
in a car, from their couch, or anywhere else.
It’s a great opportunity. In a recent study, 64 percent of
people have used their mobile device to research products
while in a bricks-and-mortar store. The ability to extend a
relevant oﬀer during that interaction is extremely valuable.6
To top it oﬀ, customers want and expect you to use the
information they provide to enhance their experience.
They trust you – that’s why they provided the data in
the ﬁrst place.
5 - IDC, November 2012 Worldwide Purchase Volume Over Mobile Devices will Exceed $1
Trillion by 2017, According to IDC Financial Insights:14 Nov 2012 http://www.idc.com/
6 - Bricks and Mortar and Mobile: How to Take Advantage of an Unrealized Opportunity,
MarketingProfs, Catherine Dickinson : http://www.marketingprofs.com/articles/
THERE AREN’T LIMITS
BUT THERE ARE LINES
Just because you can,
doesn’t mean you
should. There might
not be boxes, but there
are lines you shouldn’t
cross. You need to
know and understand
your audience to know
where they are.
Mobile provides unlimited opportunities and methods to connect with
anyone, anywhere through audio, video, and text as well as a variety of
For instance, marketers can use mobile campaigns to:
•Engage customers in personalized, two-way conversations.
•Integrate brand messaging online and oﬄine.
•Provide compelling location-based oﬀers, incentives and services.
•Deliver content that is easily consumable – and readily re-transmissible
throughout users’ social networks including pictures and video.
The options available for marketers in mobile are truly limited only by
People are willing to connect – but not everybody
wants to connect in the same way.
We mentioned earlier that 73 percent of customers
actually prefer that retailers use personal information.
But in addition to that, 88 percent still want to have
control over that information. That’s why it’s critical that
marketers understand and recognize the diﬀerence
between CONTEXT and RELEVANCY when considering
From messaging to timing to channel, the distinction
between the two plays a critical role in how your
communication will be received and how the customer
experience will be aﬀected.
CONTEXT = interrelated conditions
RELEVANCY = MEANINGFUL interrelated conditions
7 - Red Cross Raises $5,000,000+ for Haiti Through
Text Message Campaign http://mashable.com/
Probably one of the most heartwarming uses of
mobile technology was the Red Cross’ eﬀorts
following the earthquake in Haiti.
The international non-proﬁt organization created a
simple program that both instantly engaged a large
core audience and enabled them to share with
others. When donors texted “REDCROSS” to 90999
from their mobile device, a one-time donation of $10
was made and added to the users’ monthly
Through it’s simplicity, timeliness and shareability,
the Red Cross was able to raise more than
$5,000,000 in just a few days.7
In our “always-on, 24/7” society it doesn’t take much
imagination to think of ways in which mobile marketing could
become intrusive or even creepy. Out of respect for your
customers alone, you should carefully consider your
messages to ensure that they are relevant. You cross that line
at your own peril – 89 percent of customers who have a bad
experience with your brand will buy from your competition.11
Disrespecting your customers by sending them irrelevant
messages is not the experience they want.
Always follow these golden rules:
• Ask permission before you collect data.
• Be clear and up-front about how you’re going to
use that data.
11 - RightNow Customer Experience Impact Report 2011, http://www.slideshare.net/
Moving forward, mobile isn’t going anywhere but up
for the foreseeable future. It provides unlimited
opportunities and methods for marketers to connect
with anyone, anywhere, anytime. But remember this: the
same power that brings you to customers can be used to
broadcast their message about your brand to the world.
You should be extra careful and take the time to
understand your customers to ensure that their
communications are relevant.
Take the lessons learned from email and spam and
apply them forward in the mobile space. After all, it’s
one thing to annoy a customer at their computer. It
takes on a whole new level of irritation when you
invade other spaces.