Created

Dec 18, 2013

Mobile Madness, Part 2: Three Meaningful Mobile Strategies to Inspire Your Own

Posted by Loni Stark
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In my last post, I intro­duced impor­tant ques­tions to ask when design­ing a mobile mar­ket­ing method. The ques­tion is no longer if you need a method, but why and how. The answers will be shaped by the desires, per­sonas, and behav­iors of your unique audi­ence. No one can give you the per­fect for­mula, but you can find inspi­ra­tion in exist­ing mobile efforts.

The recent announce­ment of Apple’s iBea­con has many mar­keters scram­bling to inte­grate the hyper­local Blue­tooth tech­nol­ogy into their strate­gies. The impli­ca­tions of this roll­out are huge, but new doesn’t auto­mat­i­cally mean best. Mar­keters shouldn’t be too quick to adopt tools with­out first eval­u­at­ing whether they actu­ally address their cus­tomers’ needs and habits. The orga­ni­za­tions I pro­file here started with a deep under­stand­ing of their cus­tomers’ prob­lems and pref­er­ences. The three com­pa­nies then designed a mean­ing­ful, inspir­ing mobile strat­egy cen­tered on solutions.

The Palms’ Omnichan­nel Experience

What?

An inte­grated, omnichan­nel expe­ri­ence that deliv­ers per­son­al­ized mes­sages and tar­geted pro­mo­tions to cus­tomers based on their loca­tion and behav­ior. Key fea­tures include an immer­sive mobile site, respon­sive email design, and real-time social media interactions.

Why?

The Palms rec­og­nized three types of site vis­i­tors: those who are there to reserve a room, those who need con­vinc­ing, and those who are just brows­ing. The com­pany needed to reach all three, while rebrand­ing the online expe­ri­ence to match the sophis­ti­ca­tion of the phys­i­cal experience.

How?

The Palms used Sapi­ent­Ni­tro to enhance engage­ment and bring omnichan­nel com­merce func­tion­al­ity to its site. It turned to Adobe Expe­ri­ence Man­ager to per­son­al­ize and tar­get mes­sag­ing and pro­mo­tions. These plat­forms also enable the com­pany to treat their dig­i­tal prop­er­ties as one uni­fied yet respon­sive expe­ri­ence. The team can now make a change and have it instantly go live on all devices.

The team built a “dig­i­tal expe­ri­ence that emu­lated almost exactly the expe­ri­ence that an indi­vid­ual would have when they arrived on prop­erty”—ele­gant, appeal­ing, and fun. It also linked social media activ­ity to the hotel’s onsite guest rela­tions. If a guest tweets a com­plaint, an employee can respond imme­di­ately, cre­at­ing a seam­less cus­tomer experience.

The Les­son

Base your deci­sions on test­ing and ana­lyt­ics, look­ing at every piece of the cus­tomer jour­ney. The Palms team looked at click-throughs and heat maps, com­pared the suc­cess of dif­fer­ent images, drew on data to develop cus­tomer pro­files, and more. Com­pre­hen­sive ana­lyt­ics can ensure that you treat your cus­tomers as the com­plex indi­vid­u­als they are.

DHL’s On-the-Go Ship­ment Tracking

What?

Real-time ship­ment track­ing smart­phone apps for freight and cargo cus­tomers. DHL has offered mobile phone prod­uct track­ing for years and con­tin­ues to improve. Most recently, the com­pany unveiled the Active­Trac­ing mobile app, which lets users scan bar­codes with their cam­eras to check on ship­ments rather than enter a lengthy track­ing number.

Why?

Hav­ing detailed ship­ment vis­i­bil­ity is par­tic­u­larly impor­tant to big enter­prises and small– and mid-sized businesses—DHL’s pri­mary cus­tomer base. Cus­tomers want to know their ship­ments are safe and on time. They also want to check the sta­tus of mul­ti­ple ship­ments from any­where, with­out hav­ing to dig up mul­ti­ple track­ing numbers.

How?

The Active­Trac­ing app is avail­able both as a bar­code scan­ner app built with Phone­Gap and as part of a new M.dot site. It exceeds cus­tomer expec­ta­tions with a three-second load time, respon­sive design, and expe­ri­ences tai­lored to mul­ti­ple regions and languages.

The Les­son

Keep evolv­ing. DHL’s first mobile ship­ment track­ing option came out in 2008 and focused on “real-time noti­fi­ca­tions via SMS text mes­sage alert.” When the mar­ket and tech­nolo­gies evolved beyond SMS, DHL kept pace. Find the most rel­e­vant way to put your ser­vices in front of customers.

O2’s Real-Time Pri­or­ity Moments

What?

The O2 Pri­or­ity Moments app is a mobile loy­alty pro­gram that tar­gets indi­vid­ual cus­tomers in real time with events and spe­cials that match their inter­ests. Busi­nesses can use it free of charge to adver­tise offers to users in their area.

Why?

O2 wanted to appeal to its small– to mid-sized busi­ness cus­tomers. Locally owned busi­nesses want to draw prospects from their area in-store. Other plat­forms for cre­at­ing local offers can be restric­tive or charge a fee. Busi­nesses were look­ing for a free, flex­i­ble way to tar­get offers.

How?

O2 Pri­or­ity Moments draws on mobile ana­lyt­ics and cus­tomer rela­tion­ship man­age­ment (CRM) data to tar­get con­tent to users based on their loca­tion, behav­ior, and pref­er­ence his­tory. Cru­cial data includes “the recency and fre­quency of check-ins with the app,” the num­ber and types of offers cus­tomers have accessed in the past, and geolo­ca­tion. The app fil­ters third-party pro­mo­tions through this data so only the most rel­e­vant infor­ma­tion reaches the user. The ser­vice spans a mobile app, mobile Web, online site, and MMS/SMS, so users can also choose where and how they receive offers.

The Les­son

Pri­or­ity Moments deliv­ers seri­ous value and incen­tive to keep using the app. Roughly 20 per­cent of peo­ple aban­don a new app after using it just once. Keep users com­ing back with push noti­fi­ca­tions, hyper­local ser­vices, and per­son­al­ized ben­e­fits they can’t get any­where else.

10 More Ideas for Nav­i­gat­ing Mobile Madness

As a bonus, here are 10 more sim­ple ideas to inspire your mobile methods.

Enter­tain­ment

1. Gam­ify your prod­uct or mobile expe­ri­ence by offer­ing points or rewards for check-ins, user activ­ity, and other brand interactions.

2. Bring prod­ucts to life with aug­mented real­ity, like this For­ever 21 app.

Engage­ment

3. Add an instant call but­ton con­nect­ing users to cus­tomer service.

4. Grow an active social forum to inter­act with cus­tomer ques­tions and concerns.

5. Incen­tivize with mobile-exclusive prod­ucts, infor­ma­tion, and offers.

Inte­grated Experiences

6. Notify users of dis­counts when they’re near a store.

7. Host fun and valu­able real-world events, and make it easy for users to sign up on your mobile site.

8. Live-stream events, rel­e­vant webi­nars, or celebrity Q&As.

In-Store Enable­ment

9. Help users nav­i­gate your store with respon­sive maps.

10. Let cus­tomers quickly set appoint­ments through the mobile site and pay in-store via a mobile app.

Start With Mobile In Mind

You might be think­ing, “But we already did the cus­tomer research when design­ing a web­site. Can’t we just make the same site mobile or respon­sive and be done?” Not quite. Users approach each device with dif­fer­ent goals and behav­iors. Design­ing a mobile method is about start­ing fresh and build­ing from mobile-specific habits. It’s an ongo­ing process that will con­tinue to evolve with your com­pany, cus­tomers, and the roll­out of new tools and tech­nolo­gies. Start off right by focus­ing on the why and how of your mobile method, and you’ll have a strong foun­da­tion to grow from.

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