Your customers’ pockets – Thoughts for those who sell things…

February 19, 2009
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Obviously your company is in business to earn more of the money that’s in your customers’ pockets. But did you realize one of the best ways to do that is to actually be IN those pockets?

No, I’m not suggesting anything illicit. I think you should market to people where they are and to that little mobile device that always seems to be either in our pockets, purses or hands. Every day, I see examples of companies effectively leveraging the mobile channel to market their products and services. One national retailer tested a mobile call-to-action campaign that was over 500% more effective than a traditional 800 number… not bad, eh?

We all know mobile devices are already way more than just phones and they’re improving fast. Analysts say smart phone adoption is projected to reach critical mass by 2012 and are now an active node on the Internet. Since June 2008, on average, says Nielsen, Americans used their mobile phones over 1.5 times more to send text messages than to make phone calls. 

Many of us are using mobile devices to redeem promotions at the grocery store, as our boarding pass for a flight, to navigate through traffic and to set all sorts of devices at home. 

Your

Obviously your company is in business to earn more of the money that’s in your customers’ pockets. But did you realize one of the best ways to do that is to actually be IN those pockets?

No, I’m not suggesting anything illicit. I think you should market to people where they are and to that little mobile device that always seems to be either in our pockets, purses or hands. Every day, I see examples of companies effectively leveraging the mobile channel to market their products and services. One national retailer tested a mobile call-to-action campaign that was over 500% more effective than a traditional 800 number… not bad, eh?

We all know mobile devices are already way more than just phones and they’re improving fast. Analysts say smart phone adoption is projected to reach critical mass by 2012 and are now an active node on the Internet. Since June 2008, on average, says Nielsen, Americans used their mobile phones over 1.5 times more to send text messages than to make phone calls. 

Many of us are using mobile devices to redeem promotions at the grocery store, as our boarding pass for a flight, to navigate through traffic and to set all sorts of devices at home. 

Your customers can conduct more business while they’re on the move, so go with them!

Getting your message across requires that you make your communications relevant, significant, and timely – just like in effective traditional marketing efforts. But, mobile can help you refine all three of those messaging “must haves” as part of a sophisticated marketing campaign. Your message has to be relevant and significant or your customers will ignore you or even worse, block you out. We recommend integrating mobile into your regular communications process, including the BI environment and your relationship management tool set – where the goal is to have a seamless, synchronized message, regardless of channel.  

Nothing beats mobile for being timely. We can catch customers “in the act” of fact-finding, shopping, browsing, buying – at any point in the decision making process. (Maybe even when they’re in front of your restaurant or looking right at your product while “live” in the store or online.)

In other ways, the ever-by-our-side mobile channel is the best channel to turn power back over to your customers – so they can decide, at the right time for them, when to pull messages and when to ask for those messages to be delivered – as they walk into a store or travel to a new location. 

There’s more — in these recessionary times, mobile can be a cost effective alternative to the traditional ways of communicating with your customers.

You can get started with a campaign that captures the data from mobile devices and makes that information part of your relationship management application and data warehouse. Teradata can help with Teradata Relationship Management for Mobile.

Mobile channels provide an opportunity to learn from customers and engage in their mobile lifestyles. Relevant, significant and timely messages delivered to your customers’ pockets could mean more money in yours… Don’t let the opportunity pass you by.

Questions for you:

  • Will you let marketers make tailored offers to you on your mobile phone?
  • Are you using mobile marketing? If yes, how?
  • Do you have a relationship with your customers? Can you reach them wherever they are?

Also I think you may be interested in this recent research from Lisa Loftis of Intelligent Solutions Inc. on Teradata: Ringing In the Customers-Harnessing the Power of Mobile Marketing  

Darryl McDonald
CMO, Teradata

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