October 12, 2012
Mobile Marketing Keeps Customers Connected
By Robbie Pleasant
Marketers have often had to ponder the question: how does one best stay in touch with their customers? While the goal is to keep engaged every step of the way, that’s often proven as an impossible task, or at least close to it. That, however, may no longer be the case, as mobile interaction helps consumers and marketers keep in touch and find ways to add value to the brand experience.
According to a report from the Chief Marketing Officer (CMO) Council, mobile relationship marketing (MRM) is a key area to focus on for a marketing advantage. With the expansion of mobile apps and social media engagement, it’s no longer difficult to stay in touch with customers at every turn. There are billions of mobile phone subscribers worldwide, so at least a few of them are bound to be customers who will use their devices to keep in touch.
There’s still a long road ahead, though. Very few global marketers are satisfied with the progress they’ve made in leveraging mobile engagement. Only 16 percent of those surveyed have an actual strategy for mobile customer engagement, while most are still evaluating its role, starting to allocate budget towards it, or preparing their websites for mobile access. There is still much work to be done.
It is expected, however, that marketers will begin using new mobile apps, such as proximity marketing and smart merchandising systems, in order to better attract and engage with their customers. That is, of course, assuming the customers are willing and opt-in; otherwise, too many unwanted and intrusive advertisements will annoy customers and turn them away. For those who wish to remain engaged, though, it will be an incredibly useful tool.
"More targeted, timely, and helpful messaging and info sourcing through mobile communications channels are helping consumers get trusted advice, find the right products, and source the best deals in any place, at any time," says Donovan Neale-May, CMO Council’s executive director. "In addition, customers are now empowered to transact and interact on-demand without any limitations or restrictions on where and how they buy."
While there are still some skeptics, and many questions left to be answered, there is undoubtedly potential in mobile marketing. It’s not only a good way for marketers to keep in touch with customers, but provides customers with a great way to reach out to one’s company. There’s a great opportunity to be found in mobility, don’t let it pass by.
Edited by Brooke Neuman