2.1In the new book, The Art of Mobile Persuasion (www.artofmobilepersuasion.com), Google’s Jason Spero provides some perspective on the last five years of mobile marketing.

The Vice President of Performance Media told author and mobile strategist Jeff Hasen that the theme for 2011 was Why Mobile. Sure, you could run mobile ads, build mobile loyalty clubs, and more, but marketers in large numbers were not ready to dive in.

By 2012, it was It’s Not Too Late To Be Early. Mobile marketing efforts led to more sales and deeper engagement, but, in large part, those who were participating were considered early adopters with room in the club for many others.

By 2013, it was Moving From Why To How. Mobile’s value to marketers had been proven and the focus shifted to the many choices and decisions to make on products and services.

In 2014, there was a Growing Sense of Urgency. Those who had not done mobile or had just dabbled felt like it was time to finally get moving. Not only were competitors often times eating their lunch, customers had moved to mobile devices.

This year, Spero’s theme is Delivering on Consumer Expectations. The job is big and challenging because the expectations are growing every day.

Here’s how we’ve moved on:

  • 21% of U.S. consumers have the expectation of anything, anywhere, anytime. Another 29 percent are transitioning there (Forrester)
  • 82% of U.S. corporate executives said that customers’ expectations of their company when it comes to personalization and relevancy were “somewhat” (47%) or “much” (35%) higher than they were three years ago (Harris)
  • 73% of consumers prefer to do business with brands that use personal information to make their shopping experiences more relevant (Digital Trends)

Whether it is to opt-in to a text-based mobile VIP club to receive offers and exclusive content or to receive push notifications, a large number of mobile owners will exchange what some perceive as personal information, including location, for something that they want.

But there is a limit.2.2 Internet security Concept vector design. Blue concentric circles with Locksand social network icons

“If it’s creepy and abusive and not adding value and damaging, you lose,” Tom Daly, Group Director, Mobile and Search, for The Coca-Cola Company, told Hasen. “If it’s value-add, additive, making my day easier, making my life better, then I’m in.”

A scenario of a day in the life of a Bank of America customer provides an excellent example of a value-add that keys off of personalization.

Said Hari Gopalkrishnan, a managing director at Bank of America who oversees mobile banking for its consumer and wealth management business:

“When you walk into the branch, let’s assume that magically they knew you were coming. You’ve got a greeter with a tablet that has your CRM (Customer Relationship Management) information. The person knows that you called in last night about a stolen card.

“The only way this works is if the customer perceives real value. And there is real value in knowing you’re coming in, but it is based on the treatment when you walk in. Is the treatment me trying to sell you one more credit card or is it us saying, ‘I noticed that you lost your card yesterday and you placed a call. Just wanted to let you know that we’ve processed it, we’ve put a block on and the new one has been shipped and you’ll get it in two days.’

“That’s a very different experience. You may look at that and say, ‘Wow, that feels good. I’m getting differentiated treatment, but I’m not getting junk stuff because I let you in the door.’”

When it comes to personalization, many companies make similar claims. While others seek to drive consumer engagement for retailers and brands with ad impressions, pre-rolls and banners, Genie uniquely provides personalization at scale for the in-store “last mile” – that relevant deal; that sale – that actually measures the success of treating customers like individuals.

The stakes are high with consumers rewarding businesses that know them and act accordingly, and punishing those retailers and brands that fail to speak to them as individuals.

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