Mobile adoption rate has been exponential in the last few years and has exceeded desktop usage in most part of the world today. Whether accessing content, checking email, playing games, making purchases or listening to music, users expect easy interactions with brands and services to find what they are looking for. Mobile POS is extremely valuable for businesses and creating the most efficient path to discovery of a brand’s products or services is the best solution to engaging and retaining your users. However, businesses are not able to keep up with the rising consumer expectations.
Here are some recommendations for marketers to increase consumer engagement and retention on mobile:
“A good decision is based on knowledge and not on numbers.” ― Plato
1.Intent is the Key.
Do you know your user’s intent at present or in the next moment? Knowing user intent is the key to adding powerful precision to personalization. Personalization leads to relevance, engagement and ultimately user loyalty. Contextual content recommendation is easier on mobile through the vast amount of data that we can acquire from user’s actions. The more we focus on the purpose and the next step in a consumer’s journey, the better we can accomplish the mission to serve users in complete context.
“Measuring cost per clicks, impressions, downloads etc. have been the traditional ways to gauge the effectiveness of a mobile advertising campaign. With evolving context aware technologies and enhanced mobile data capabilities it’s easier for us to wean off dependencies on traditional models that rely on behavior, location etc. What matters more is understanding the consumers’ journey, preferences and intent.” Says Prima Dona, VP Product Innovation at KeyPoint Technologies.
“Knowing is not enough; we must apply. Willing is not enough; we must do.” ― Johann Wolfgang Von Goethe
2.User Initiated – Discovery of Experiences.
Brands and marketers are flooded with opportunities today to reach segments of users at random points of time. These are non-productive moments of a user who maybe seeking out opinion from friends on a new car but ends up seeing a brand message on washing machines. Or think of a scenario where a user is casually glancing through his social wall and seeing a content recommendation of a car pooling app. And the day he really needs a car pooling app, that very same brand is unable to reach him. Marketers end up often on the other side of a solution channel where the proximity to user intent is minimal and a typical shoot and wait approach needs to be followed. The frustration of users seeing irrelevant or current approaches of behavior and location optimized brand outreach translates into negative perception of your brand. Considering how we all perceive mobile as a personal device, it’s about time to give users more control on how and when they access information. Give your users a quality experience by letting them discover information and offers during their daily interactions on their mobile devices. The more marketers and businesses invest time in increasing trust with their customers, the more they’ll get rewarded through consumer loyalty and conversions.
“For it is in giving that we receive.” ― St. Francis of Assisi
Consumers love deals, and in the last couple of years have been more engaged on mobile loyalty programs since the mobile apps make it easier for them to collect and redeem points.
- Over 2014, Starbucks My Rewards program had over 10 million customers with around 1.5 billion in revenue from mobile only.
- 451 Research found that 37% of US mobile phone users had used mobile reward program apps to collect or redeem points, and 21% were interested in trying one. (Source: eMarketer)
- eMarketer expects the number of adults who redeem coupons via mobile device for either online or offline shopping to rise from 78.69 million to 104.11 million between 2014 and 2016, or from 70.0% to 82.0% of all digital couponers.
It’s no doubt that loyalty efforts are most effective mobile marketing campaigns, rewarding for the users and translates to higher conversions for the businesses.
It’s all about making a user’s journey pleasant, easy and more relevant by satisfying their needs, intents and expectations. Bridging the gap between intent and action with relevance and engagement is the most effective way to build authentic relationships with the consumers. There is a sense of delight in discovery for a consumer that leads him to seek out more from the brand. All good stuff follows.
Contact us to know how Xploree provides hyper-contextual recommendations in real-time in a seamless and unobtrusive way to mobile users with relevance and engagement.