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Everyone is a consumer, and with mobile, that doesn’t change, it becomes even more important. When a brand communicates to a prospective customer or even to an existing customer, they don’t always know their purchase intent. As mobile connection, context and content become more integrated; the brand’s goal becomes more achievable. It also creates an opportunistic purchase opportunity for the consumer. After all, brands want them to take an action toward purchasing or an action that leads them closer to a repeat purchase.
Like all good marketing, connection, context and content are absolutely essential, especially if brands want to increase consumer engagement and ultimately sales revenues. This is not a linear brand-to-customer process. It’s cyclical, and interactive, and in order for the process to be most effective, it must continue to deepen the relationship between the brand and the consumer using methods that are timely and relevant.
“Consumers get highly targeted promotions and ads for the things they want, and retailers can collect valuable data on their customers’ buying habits, which can be used for future promotions, pricing strategies and marketing platforms.” – Greg Petro, Forbes.com
Understanding The Customer’s Journey
Businesses need to fully understand the customer’s journey, their wants, needs, motivations and their behaviors. The more the company knows, the more effective connection, context and content will be using mobile. When all three are integrated in a cohesive, integrated strategy, both the brand and the customer are happy — Mission accomplished.
“44% of consumers say that they would like brands to deliver deals and coupons to their mobile devices.” – HubSpot
For the consumer, staying connected helps them receive offers, coupons, timely communications and special promotions. If you’re like most connected consumers, receiving offers on your smartphone is what you prefer whether you’re shopping, traveling, working, on the run, or at a soccer game with your kids.
“Among all industries, retail apps have been the quickest to adopt in-app message centers. Given the impact messaging can have on sales and pre-shopping activities, this isn’t surprising.” – Urban Airship
What About Mobile Content?
We all know that a consumer’s time is valuable, and so is being connected to them for the reasons they want and need. Here’s the tricky part for brands; connection and context are great, but without content, the first two cannot be successful. The customer wants content and even signs-up for it to make their busy life easier. Content for decades has been considered king, and in the mobile world, that still holds true, especially since many people are viewing content on many devices and screens simultaneously.
“81% of multi-screeners were accessing something relevant on their mobile devices to what they are watching on the big screen.” – Azadeh Williams, CMO.com
Retail brands have adopted the principles of connection, context and content quickly. Here are a few ways they have taken advantage of mobile, and as a CMO, you can too.
- Improving Customer Communications: While creating increased touch points that are relevant and timely, this enhances the customer experience and also allows for alerts to be used more effectively. Customers feel connected and more in touch, which helps to nurture them and drive them deeper through the sales, funnel toward conversion.
- Increasing Customer Engagement: This occurs because of frequent communication, highly targeted marketing, promotions and even status updates are being used for customer loyalty programs. Customers prefer messages that are highly relevant, and not a sales pitch. When relevant content is delivered, increased engagement occurs and this will drive sales revenues.
- Increasing Store Traffic: Mobile drives store traffic with app and text reminders and contextually relevant promotions that use real-time customer behavior as triggers. Connection, context and content are critical here because none of them can stand-alone successfully; they rely on their combined strengths to be successful.
“Your customers aren’t just accepting the role their smartphones are playing in the shopping experience; they’re also pushing you to engage their smartphones, forcing adoption of digital wallet acceptance, mobile loyalty programs, and more.” – Matt Pillar, editor-in-chief at Integrated Solutions for Retailers
Because adult mobile users are spending more time on their devices, that means they are more connected than ever before. It also means the context in which they are being drawn to different mobile experiences as well as the content used to compel them to purchase is seamlessly integrated to create a brand-to-consumer engagement cycle that never stops.
YourBrandExposed is designed to look at digital with an eye into the future using a creative, analytical, innovative marketing perspective. We’re a consultative and tactical resource for companies looking to leverage the power of digital, web, social and content marketing strategies. Contact us if you’re feeling the digital squeeze on how to best market your company.
Scott MacFarland – Executive Digital Marketing
and Brand Strategist
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