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It’s All about ‘ME’! ‘Mobile Engagement’ That Is . . .

Filed in Mobile Engagement, Mobile Marketing by on September 19, 2014 0 Comments

In a recent report, Forrester offered a telling statement about the way that mobile is being embraced by today’s consumers: “Because people carry their mobile devices with them at all times, mobile moments [points in time and space when someone pulls out a mobile device to get what they want in their immediate context] are the front line of customer experience. That’s why every consumer-experience-improvement effort, starting now, must include mobile.”

Indeed, in order for companies today to be successful, they need an engagement strategy that is mobile-centric. The requirement to effectively reach today’s mobile-first customers requires that brands and enterprises have a strategy that provides customized content, delivers personalized information to  individual consumers, and enables real-time delivery to any device.

To address the growing demands of customers, Syniverse has announced the launch of its new Mobile Engagement Solution Suite. These new solutions enable companies to take advantage of the power of mobile to realize a number of business benefits, including the enhancement of customer acquisition and loyalty strategies as well as the optimization of business processes to increase revenues and reduce costs.

A theme we’ve adopted for this new solution suite is “ME” – with “ME” meaning both “mobile engagement” as well as “me,” the pronoun, to convey the individual personalization that our new mobile engagement suite enables for each mobile consumer. It’s a fitting concept to describe our new solution suite, and in coming months you’ll see more of “ME.”

Just why is ME, or mobile engagement, so important? Consider the facts:

  • There are approximately 7.2 billion people on the planet at present, and there are approximately 7 billion global mobile connections (GSMA Intelligence).
  • The average number of minutes a day that adults spend using mobile devices is 141 (Ad Age).
  • Mobile performs four to five times better than online ads as far as key metrics such as brand favorability, awareness and purchase intent (HubSpot).
  • Four out of five smartphone owners use their devices to shop (ComScore).
  • Total global commerce done through tablets and mobile phones will exceed $3.2 trillion by 2017 (Juniper).

These statistics are clear indicators of the potential for mobile engagement. In order to remain competitive, today’s businesses must offer enhanced mobile engagement for users who expect access anytime, anywhere. Done right, mobile engagement can lay the foundation for a seamless, omni-channel communication strategy with both customers and employees that can help companies in any industry realize enhanced business benefits, including optimizing customer acquisition, enhancing customer loyalty, increasing revenue, and reducing costs.

For example, increasing engagement with a retailer’s app can drive incremental in-store foot traffic. However, creating an app is only part of reaching your customers. Getting customers, and specifically new customers, to find, download, and use the app needs to be a critical element in the acquisition strategy of today’s modern retailer. By integrating text messaging into an app-based acquisition strategy, retailers can send “text to download” messages that direct a customer to the relevant app store for a download, and can leverage the opt-in information to send ongoing notifications that encourage app usage.

Similarly, in the hospitality industry, guests increasingly favor hotels with superior personalized experiences and mobile services. Hospitality companies can enhance and update their loyalty programs by leveraging new mobile tools and channels that deliver personalized, relevant information and offers that enhance engagement with guests. In fact, according to the Harvard Business Review, raising customer retention by just 5 percent can increase profits by 25 to 95 percent. As an example of mobile engagement, Apple’s Passbook can be used to dynamically update loyalty points and, by using iBeacons, hospitality companies can deliver timely, relevant loyalty offers based on a customer’s location in real time, when the guest is on-site, in the moment, and most likely to redeem the offer.

For financial organizations focusing on increasing revenues, it’s important to find new ways to engage customers. Since 58 percent of consumers prefer their top financial services delivered through mobile devices, financial organizations can differentiate themselves from the competition using seamless, cutting-edge services through mobile engagement. For example, by leveraging the power of mobile context to understand the various characteristics of a customer’s behaviors on their mobile device, financial organizations can leverage their merchant networks to offer customers special deals and promotions from the merchants they shop with the most, driving increased redemption and revenue.

And for travel companies, reducing labor costs is the number-one way to save money. How can companies reduce staff without impacting customer service? Online and kiosk check-ins have been proven as successful initiatives, but today’s travel companies are investing in mobile to provide two-way messaging as an option for customers to connect with customer service representatives and to streamline front- and back-office communications.

With obvious business benefits, mobile engagement is set to grow as a competitive differentiator for today’s brands and enterprise businesses to interact with their customers as a market of one. Critical to making the most of a competitive edge is for companies to ensure that they have a solid mobile strategy in place that can scale with the increased growth and demand for personalized mobile experiences.

How is your company dealing with the increased demand for mobile-first experiences from your customers? Have you put a mobile engagement strategy in place yet? If so, I’d love to hear about it in the comments.

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Todd Thayer is a former Vice President of Product Management at Syniverse.

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