How do you think #mobile #technology is changing customer engagement?
I recently asked the question: How do you think mobile technology is changing customer engagement?
I posted this question on LinkedIn (Answers). And here are a selection of the best responses:
1. Shaun Caldwell, wrote:
“Mass marketing is no longer a long-term strategy. Mass-marketing campaigns have a 2% response rate and are on the decline, whereas by 2015, digital strategies, such as social and mobile marketing, will influence at least 80% of consumers’ discretionary spending. Marketers still need to shift their traditional campaign management strategy around executing campaigns to a customer and move toward a digital marketing, two-way engagement approach.”
2. Kashif Arain wrote:
“Here I am writing what I have read in a Mobile Marketing Book, and if you are interesting to read that I will email you. It says that your customers almost certainly have and use mobile devices.
A research from comScore reports that as of 2010, Approx 250 million Americans age 13 and older are mobile subscribers. That’s more than 90% of the U.S. population and almost two-thirds (65%) of mobile subscribers text, according to comScore. Whereas eMarketer reports that there are more than 85 million U.S. mobile Internet users, and about half of mobile phone users will use the mobile Internet within a few years. Nielsen reports that within a year, Smartphone adoption will roughly match adoption of feature phones (the more basic, functional phones with limited web and app capabilities).”
3. Scott Zimmerman wrote:
“Mobile technology has dramatically changed the way businesses engage with their customers. Customers are using mobile devices for everything from searching for product reviews to price comparisons at other stores, all while standing in a store, looking at the product they are considering purchasing.
Also, as the mobile industry incorporates RFID technology into mobile devices, business will have the opportunity to directly communicate with customers when they enter a place of business and offer them information on current sales, price changes etc.
That being said, rather than getting caught up in the hype of the “shiny new digital tool,” companies need to focus on engaging customers in the way that works best for the individual customer. In some cases, that will be via mobile and text messages, or social networks, in other cases it may be via email, voicemail, snail mail, or in-person communications. Not all customers want to communicate in the same fashion.
I always recommend finding out how each individual customer prefers to communicate with a company, and then communicate with them accordingly, while ensuring you’re sharing relevant and useful information.
All the best, Scott Zimmerman, President, TeleVox.com”
4. Max Bonpain wrote:
“Great article from google on the "ZMOT" or Zero Moment of Truth – you can download (for free) on kindle – it has a good part on mobile and will show several ways in which customer engagement has changed and is changing…”
5. William T. Cooper wrote:
“More people are viewing both my website and Facebook Page (945,000 Fans) via their smart phone. Both your website and Facebook Page must be setup properly or they will be abandoned….”
6. Steve Schwartz wrote:
“It has certainly changed it for me since 2008. I like to scan a lot while I shop. Some brands have figured out I am asking a question and feed me info while some retailers and restaurants reward me with coupons and discounts.” Steve Schwartz also recommends these expert(s) on this topic: Mikki Nasch
What are your thoughts on this? I’d love to hear from you. Please comment on this blog post with your opinions.
I’m creating a report on this topic so all answers will be included.
Thanks very much.
Julie Knowler
Marketing Director – The Mobile Show Africa 2012
