As consumers continue to adapt to smart phones, what we’re finding is that they are demanding more from not just their devices but from the brands that they are engaged with. This means that having a connected CRM focused mobile marketing strategy is even more important than you think. Consumers are expecting brands to not just send them the same SMS or push notification message that they send all their customers – they also want it personalized. They want it to help them make decisions based on their preferences, behaviors and habits. The notion of “spraying and praying” messaging is an old thought process that can lead a brand down the wrong path.
Think about it, to get an SMS message on my mobile phone that has a coupon from my favorite brand is cool, but to get an SMS message from my favorite brand that has my name on it is cool and personal, however to get an SMS message that has my name, knows my location, and sends me savings or a message on something I like or need is a game changer. So how do we do this? It is not as simple as most may tell you. The words “BIG DATA” and multi-channel dashboards get slung around like everyone knows what they are talking about, when in fact it takes more than words or fancy dashboards to solve for this type of strategic marketing. At a high-level, you must understand how your consumers engage with your brand and what their behaviors and habits are like when engaged. You must also develop profiles, identify what value they are, map out the consumer lifecycles, understand their purchasing behavior, build marketing models that fulfill your brand’s objectives and goals, and finally create a digital contact strategy that messages consumers based on the insights the data provides. This is a new way of thinking and marketing, but is something that must change if we want our consumers to stay engaged, informed, and continue to make purchases.
Once the consumer profiles and segments are created, the customers should be broken into three conversion pillars that include high, medium and low value customers. Now, understand it gets more complicated than just building these pillars out by these segments. There are many underlying attributes that must be considered to define these pillars in great detail. This is where the brand’s marketing objectives and strategies must tie in to the connected CRM strategy.
Once these profiles and segments are established, brands will be able to reduce the overall amount of messaging, however there will have to be some creative messaging (conditioning) that will change the mindset of how your customers are used to being messaged. High value customers will receive a different type of messaging than the medium and low value customers. The strategy should be how to move low value to medium value, medium to high, and maintain our high value customer’s status.