How to Grab Mobile Marketing’s Low-Hanging Fruit While Avoiding the Bad Apples

Engage Your Customers Creatively in a Mobile World.

www.MobileTechCreate.com

The mobile landscape has changed radically in 2014.

Mobile usage has intensified and customers expect us to engage on their terms – when and where they desire.

Marketers Are Losing Sleep

Why are they tossing and turning?

Key stats tell the story….

The amount of time the average American spends looking at their mobile device screens daily.That’s…

2 Hours Every Day

Statistics via WebDAMSolutions

Percentage of consumers who will NOT recommend a company with a bad mobile website.

57%

Statistics via WebDAMSolutions

Percentage of mobile users who prefer native mobile apps to mobile websites.

85%

Statistics and graphic via WebDAMSolutions

The moral of this story?

You must be thinking mobile firstand you should focus your efforts on a mobile app.

Keep in mind that there is a right way and a wrong way to do mobile marketing…

“Marketing executives say that ‘customer-centricity’ will have the biggest impact on their role this year. Yet 92% say they have work to do to get closer to their customers.

Focusing on mobile is one way to take a big step towards your audience.”

Mark Kersteen, Incite Marketing and Communications

The Holy Grail: Customer-Centricity

“After all, the goal of mobile marketing is to reach customers at the right time with the most relevant offer.

Isn’t that what customer-centricity is all about?”

Mark Kersteen, Incite Marketing and Communications

CASE STUDY: Customer-Centricity in Action

Location: Montreal, Canada

Players: SAP and Société de transport de Montréal (STM)

STM, the public transit system in Montreal, had the aggressive goal of increasing ridership by 40% by 2020.

STM’s GOAL

Ridership was plummeting within younger demographicswho preferred to use their cars for commuting to and from work.

The Challenge

Launched MERCI, an app that provides schedules and

updates on optimal arrival times to get seats on trains…

as well as relevant, targeted offers from local vendors

along transit lines.

SAP’s Solution

4,800 downloads within first 48 hours. #1 Lifestyle app in the AppStore in Canada in

the first 48 hours. 20,000 app users in the first six months. 43% of app users taking public transit for

new reasons other than commuting.

The Results

Statistics via Brent Cohler, Director of Mobile Product Marketing, SAP

BUT WAIT….

Don’t abandon tried-and-true tactics like email marketing.

The majority of emails are now opened on a mobile device.

Statistic and graphic via Litmus.

SUMMARY

Here’s what it all boils down to…

Keep your customers at the center of your strategy, regardless of the vehicle you use. And treat them like human beings, not simply as data.

CUSTOMER-CENTRICITY

Mobile is an important part of your digital strategy, but don’t rush into it. Do it right so that your mobile presence moves your brand forward and engages your customers.

BRAND ALIGNMENT

Tried-and-true tools like email still work in mobile marketing. Don’t throw out the baby with the bath water.

KEEP USING “TRADITIONAL” TACTICS

In our next presentation on mobile marketing’s low-hanging fruit, we will examine a successful case study from Jose Cuervo and get insights on the change role of marketers from the CMO of Ivanka Trump.

What is Next?

Read the full article that inspired this presentation here: http://mobiletechcreate.com/grab-mobile-marketings-low-hanging-fruit-avoiding-bad-apples-part-1

Find additional mobile marketing articles, podcasts, and resources at www.MobileTechCreate.com

Where To Get It All