A Blog by Jonathan Low


Dec 18, 2016

How Marketers Miss the Majority of Mobile Engagement Opportunities

Everyone wants to 'be' mobile, but the absence of good data and the inclination to save money by adapting existing solutions designed for earlier technologies creates a reluctance to invest in re-engineered solutions focused primarily on mobile impact. JL

Venture Beat reports:

Marketers are still leaning heavily on legacy solutions originally designed for email. So (they're) stuck in an endless cycle of pre-built messages fashioned from demographic data that’s already historical. (They)’re spending, on average, $2.51 to acquire the single loyal iOS user who will open (an) app no more than three times. The goal of app loyalty is often a black hole, instead of the much more lucrative ongoing, valuable engagement with existing customers
We’ve reached Peak Mobile: U.S. consumers are now spending more time with their mobile apps than catching up on The Walking Dead. They’re turning to their phones all day every day, racking up an average of 150–200 “mobile-moments.” That’s 200 opportunities to catch them in the wild and deliver something valuable, interesting, surprising, and delightful. That’s 200 opportunities most marketers are missing.

Breaking the legacy

In a recent report, Forrester found that marketers are still leaning heavily on legacy solutions originally designed for email when mobile was just a twinkle in a marketer’s eye. So you’re stuck in an endless cycle of pre-built, pre-planned messages fashioned from demographic data that’s already historical by the time your customer gets it.
Or you’re spending, on average, $2.51 to acquire the single loyal iOS user who will open the app no more than three whole times. That’s a lot of money funneled into the macro goal of app loyalty, which is so often a big black money-sucking hole, instead of the much more lucrative micro goal of ongoing, valuable engagement with existing customers you’ve determined have a propensity to be profitable.
But in mobile moments we have the opportunity to go the extra mile: Every online and offline interaction between you and your customers can be real-time, personalized, and purposeful — and there are hundreds of opportunities every single day.
Mobile isn’t just an out-of-the-way corner of the overall digital medium and digital channel. It’s the most immediate, opportunity-rich quarry of engagement you’ve got, deserving a budget and a mining strategy of its own. It’s increasingly clear that mobile-focused marketers will gain key competitive differentiation.

The new IDEA

To deliver on shifted consumer expectations and the possibility of mobile, Forrester recommends the IDEA framework:
Identify: Identify the best mobile moments to win, serve, and retain your customers. Who are they? What journey are they on? What are their needs and motivations on the go? How can the immediacy, simplicity, and context or relevancy of mobile improve those experiences. And find the moments most likely to drive concrete outcomes, from account creation to sales.
Design: Choose the right content and channel based on context for each customer group in each moment and then design each of those interactions like you’re going for a Nobel prize.
Engineer: Execute at the speed of light, or as close as you can get, to deliver the right content to the right person in the right channel at the right time.
Analyze: It’s the classic rule of thumb: Measure the performance of your campaigns and app engagements, and keep on keeping on top of optimizing.

A whole new category of martech

It’s a great IDEA. But it’s also an enormous undertaking. Adapting, anticipating, and delivering on customer expectations in their mobile moments will overwhelm even the most sophisticated tech-savvy marketers. Forrester has identified an entirely new vendor category that’s risen to help marketers move from following the customer’s journey after the fact to leading it: mobile engagement automation platforms.
They’re the contextual marketing engines bursting onto the scene from vendors like SessionM that can help you deliver these self-perpetuating cycles of real-time, two-way, insights-driven interactions with individual customers that keep them profitable and engaged with your brand across channels.
These platforms do the heavy lifting by immediately sorting incoming data into audiences and context triggers that set off the workflow that the marketer planned. An engagement automation platform won’t generally stand entirely alone; they require some integration on your side with existing CRM, CMS, and product information management systems, channels for delivery (customers’ email service providers, for example), and other analytics solutions.


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