50 shades of customer engagement for agencies [editable]
TRANSCRIPT
50 Shades of Customer Engagement
The role of mobile marketing apps in collectingreal-time data about [your client’s] customers.
This presentation is design to be customized with your branding.
Customers are the Lifeblood of [your client]’s Company• They affect everything from [your client]’s
marketing strategy and pricing plans to their bottom line.
• The key is to listen to what [your client]’s customers want, and deliver what they’reasking for.
In later stages, it adds depth and color to that sketch through better understanding of what’s working and what needs to change in their marketing campaigns.
Real-time Data is Vital
Data tells you when it’s time to rethink the picture you’ve developed by updating and iterating on your client’s marketing materials to better engage their customers.
Real-time Data is Vital
Mobile apps are atool to capture real-timecustomer feedback moreeasily and efficiently.
What to use…
Secondary research can include:• Analyzing the data that has already been
published• Identifying competitors• Establishing benchmarks• Targeting the right segments
STEP 1
STEP 1 Takeaway for Marketers
Mobile is everywhere, which gives it certain power that other research tools are unable to match. It’s why it should be an indispensable tool for collecting real-time data about [your client]’s customers.
Capturing demographic data about prospects and customers is an important building block in [your client]’s understanding of what motivates their purchasing decisions.
STEP 2
• Surveys administered through toolsmentioned in Step 1
• Premium services like Data.com (Dun & Bradstreet), Hoovers, IMS Health, and more
• And of course, mobile technology
STEP 2
There are several ways to capture thisdata including:
Suzie Blaszkiewicz, content editor for GetApp,provides an example:
STEP 2
Imagine a customer owning a pair of your company’s running shoes, along with a health app that tracks their movement. Knowing that the shoes will last them 500 miles, and clocking their mileage at 490, they can be notified of the need for a new pair, to be delivered (within days) to the address stored on record. All this, with barely any human intervention in the process.
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In order for this data to be actionable, successful integration of mobile data with [your client]’s CRM system is paramount.
STEP 2
STEP 2 Takeaway for Marketers
Ensure that you either have a strong team of developers who can ensure seamless integration between your apps and CRM systems, or use an app-creation platform that offers built-in integration.
STEP 3
• Attitudes• Beliefs• History• Behavior
When you have two customers of similar demographics, attitudinal data will allow you to further segment them by:
Let’s step into a car dealership to see how attitudinal data would help to shape your client’s marketing approach.
STEP 3
The purple one-size-fits-all marketing approach is common, because it’s easy. However, it doesn’t allow you to effectively engage customers by delivering the right message to them based on their beliefs, lifestyle, behavior, and activities.
STEP 3
STEP 3 Takeaway for Marketers
The key is to track these interactions [your client]’s customers are having through mobile, and marry that information with the demographic data you captured in Step 2.
Just like your target audience needs to receivethe right message at the right time, your internal decision makers need to receive the right reportat the right time to make your data actionable.
STEP 4
STEP 4
Customers are human beings, and human beings evolve and change. Your team needs to constantly monitor these preference shifts and react by iterating your marketing strategies and messaging.
Why is this important?
STEP 4
Coca-Cola taught the marketing world an important lesson about the importance of listening, and how listening is equal parts science and art.
Thirty years ago...
STEP 4
Coke tested their new formula and time and again, it beat both Pepsi and original Coke. The data was so compelling in favor of new Coke that the company decided to stop production of the original formula.A mere three months later, facing a wicked backlash, they switched back to the original formula.
The mistake that Coke made was relying solely on their data and analytics. What they missed with the human factor.
STEP 4
STEP 4
• Habit• Nostalgia• Beliefs
New Coke may have beat old Coke and Pepsi in taste tests, but people buy soda on more than taste alone. They are equally motivated by:
STEP 4 Takeaway for Marketers
Get the right reports to your decision makers at the right time. Let the data guide you, but don’t completely remove human instinct from the marketing decisions that you make.
STEP 5
• In an open letter to Apple, Swift expressed her concern that artists would not be paid for songs streamed during the 3-month free trial period of Apple’s new streaming music service.
• Apple faced a tough decision and ultimately decided to revise their plan.
STEP 5
In just seventeen hours, Apple was able to make a multiple-hundred-million-dollar decision. They listened to what the market was telling them and they were swift to act.
STEP 5
In an era dominated by the ability to listen to and track customers in real- time through mobile and social, marketers need to react and iterate on their marketing strategies and messages just as quickly.
STEP 5 Takeaway for Marketers
Don’t suffer paralysis by analysis. Mobile marketing success, and[your client]’s customers’ expectations, demand quickdecision making.
SummaryIf you follow these five key takeaways, you willbe on the road of successfully marketing to your customers.
MarketResearch
Capture Demographi
cData
UnderstandAttitudes
Data-DrivenDecisions
Execute On Insights
Summary1. Mobile is everywhere, which makes it ideal for gathering
real-time data about your client’s customers.2. CRM integration is essential for properly leveraging the
insights you’ve gathered.3. Tracking customer interaction will teach you about their
preferences and make more personalized messages to each customer.
4. Don’t make decisions based solely on data; customers are people, not a series of data points.
5. Your client’s need to be able to act quickly on the gathered insights and adapt their messaging as new information comes in.
Want to know more?Read our White Paper for a more in-depth analysis on the importance of using mobile to gather real-time customer insights.
About ProscapeProscape has developed a platform, The Marketing App Cloud, which empowers you to collect and utilize data insights about your customers. With The Marketing App Cloud you are able to:
• Fully leverage the power of mobile to conduct market research
• Easily manage your data with The Marketing App Cloud’s built-in CRM integration
• Understand your customer’s attitudes and beliefs by tracking what content they are viewing in your marketing app
• Generate the right reports for the right people to make the right decisions
Visit us at proscape.com to learn more.