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Circles of trust: Use mobile to engage better. 1
Circles of trust: Use mobile to engage better.
Circles of trust: Use mobile to engage better. 2
Engagement starts with trust.
Enter the circle of trust.
Enter the evaluation circle.
Enter the information circle.
Enter the location circle.
Enter the monetization circle.
Engage with trust.
Table of contents.
Circles of trust: Use mobile to engage better. 3Circles of trust: Use mobile to engage better. 3
Customer engagement is exactly what it sounds like: your
customers engaging with your brand. But in this age of
constant connectivity, getting your customers to engage
has become more important than ever before. Why? Because
today, there are more opportunities (i.e., more channels) to
help customers see the value of your brand, and to invite
them to engage with you. Retailers used to have just a handful
of channels: advertisements on billboards or the radio, and their
actual store. But now, online stores, comparison-shopping
websites, mobile apps, and geo-targeted advertising create
new opportunities for brands and customers to connect.
These modern channelsespecially mobiledefinitely give
your customers new ways to connect with your brand. But as
engagement grows, so do customer expectations.
In general, customers engage with you because of two impulses:
need and want. Whether these impulses are coaxed out by
your products and your messaging or by some other
influence, your customers engage with you when they feel
they have something to gain. In our customer-centric world,
the brands that succeed are the ones that speak directly
and effectively to a customers need.
Because mobile is such a huge part of this new status quo,
you need mobile marketing strategies that help you speak
to your customer on a personal level, and help them stay
engaged across all channels and devices.
Lets face it. Mobile devices have fundamentally changed
the way customers engage with brands. They provide
new and convenient ways to explore and interact with
your products, services, and experiences. And beyond
that, smartphones, tablets, and other deviceslike smart
watches and other wearableshave empowered customers to
engage with brands completely on their own terms.
With a world of information and accessibility in their pocket or
purse, they can engage whenever and wherever they want.
Because of this flexibility and convenience, mobile technology
has become an essential part of the way both customers and
businesses approach each other. But while consumers are
finding these changes to be natural and rewarding, the advent
of this mobile culture is forcing businessesand marketers
specificallyto change the way they think.
Circles of trust: Use mobile to engage better. 4
The biggest challenges that retailers face are not really
coming from competitors, says Faisal Masud, the chief
digital officer of Staples. Its really coming from the customer
because the customer has been trained pretty well in having
an appetite for things where and when they want something.
They want to be able to just search for products, find them,
purchase them, and then they expect to receive it within
two days or less. And that drives a pretty distinct behavior,
especially when compared to what retailers have been used
to in the past decade or so.1
So the ability to browse through a stores inventory on your
phone, for examplea feature that was until fairly recently
considered a luxuryhas become a top priority. And to
complicate things even further, many brands are realizing
theres a fine line between engaging customers and creeping
To make it all work, then, you need to strike a balance
between what you know about a customer and that same
customers ability to choose. In other words, you need to let
customers engage with you on their own terms. But you cant
do this without gathering and using data about each customer,
so the challenge is to find ways to collect and use that data to
provide opportunities, without popping up too frequently
to remind them how much you know about their purchase
history, their preferences, or even their location.
And then, once you have that data, you need to do
something with it.
The biggest challenges that
retailers face are not really
coming from competitors.
Its really coming from the
customer Faisal Masud
According to the Adobe Digital Index, in 2013 smartphone users spent
three times longer on mobile apps than on the average mobile website.2
According to Gartner, there will be 310 billion
app downloads by 2016.3
Get the stats on mobile apps.One of the main ways to engage customers on mobile is through the use of mobile apps. While the mobile web is still crucial for success, consider the growing prevalence of mobile apps in the
market, and how customers are responding:
Circles of trust: Use mobile to engage better. 5
Clearly, getting your customers to engage with youespecially
through their mobile interactionsis crucial to your business
success. But how do you make that happen? How do you
change your existing mobile strategy to deliver what your
customers want, when they want it?
There are probably a number of answers, but one of the most
important is to fit the optimization of your mobile customer
experiences into the larger cycle of your strategy.
Optimization is crucial in creating the kinds of customer
experiences that capture your customers attention and keep
them coming back time and time again. Its at the heart of any
kind of personal interaction because its through the process
of optimization that you really come to understand customers
behavior and then refine your mobile experience in response.
Engagement starts with trust.
Effective optimization involves the following seven steps:
Gather accurate data about your audience and their usage of your mobile offerings.
Use that data to identify improvements you can make at will to help you better achieve your business goals.
Develop hypotheses on how best to create these improvements through experience redesigns.
Put those hypotheses to the test, using thorough A/B or multivariate testing.
Analyze the results for a clear winner or for good ways to segment them.
Implement the changes suggested by your testing.
Repeat the process over and over again to continue to find the best ways to engage and convert your audience and to create loyalty.
Circles of trust: Use mobile to engage better. 6
The end goal of this process is to deliver powerful customer
experiences that feel personal and intimate and that, ultimately,
convert. If done right, the experience will feel authentic and
your customer will develop a relationship with your brand
thats genuinely beneficial on both sides. To get there, however,
your plan for creating and improving customer experiences
needs to account for a critical building block to any
Think about it. From your perspective, a customer benefits in
many ways from engaging with your brand. Youve got a great
offering, and you understand whats happening on both sides
of the exchange. For your customer, however, things are not
so clear-cut. When you ask for personal information,
location, or for financial information, youre asking that
customer to trust you. And youd better be ready to justify
that trust when they do, because if they dont trust you, you
may as well go home.
As youre considering where to optimize thenwhich
audiences to target and which features and experiences to
testtrust can be a helpful assessment tool. Ask yourself,
in what ways am I asking my customer to trust me?
Pay special attention to those areas as you analyze data,
develop and execute tests, and then take action.
In this paper, were going to look at four situations in which
you may be asking your customers to trust you, and then
well look at some ways to consider optimizing in light of
those situations. Obviously, not all of these areas (or circles,
for you De Niro fans) of trust may be relevant to you, or you
may have other circles that are more specific to your brand.
Feel free to adapt as necessary.
The three Cs of mobile marketing.
As you win the trust of your customers, its crucial to remember
the three Cs of mobile marketing.4 When you focus on how,
where, and when your customers receive mobile experiences,
youll consistently hit the mark with your marketing efforts.
ContextPay attention to time,
location, device of your customer, and
of your content.
ConnectionMake sure you always
deliver high-quality, relevant messages with personalized content.
CadenceCoordinate messaging and outreach across channels to create
Circles of trust: Use mobile to engage better. 7