Mobile marketing involves much more than big budgets and a mobile-optimised website.
In particular, as social and location intelligence technologies mature, integrating marketing data from these sources in to the mobile marketing mix becomes incredibly important.
As brands build the sophistication of their mobile marketing efforts, there are three things brands should focus on getting right.
The first week of July heralds not only the second week of Wimbledon and the start of Henley Regatta, but also the beginning of Q3.
That means it’s the perfect time to take a glance back at some of the interesting reports that our excellent research team published in Q2.
The topics include customer engagement, content management, personalisation, email marketing and web analytics.
So, here are the stats...
Just 38% of businesses believe that their content management system (CMS) helps to deliver a brand-enhancing digital presence, according to the latest Econsultancy/Adobe Quarterly Digital Intelligence Briefing.
The report also shows that nearly all (87%) respondents stated that a CMS should help them to improve user and customer engagement, while 78% said it should help to build the brand though positive experiences.
But despite a widespread grasp of the fundamental role played by a CMS in delivering great experiences, the reality is that all too often the technology is actually the problem rather than the solution.
The report, entitled ‘From Content Management to Customer Experience Management’, is based on a web content management survey of more than 1,000 business professionals spanning marketing, web development and other business departments, carried out in March 2013.
This week I went to Manchester to speak at O2’s first Marketing Matters event, which was attended by key contacts from the brand’s top 50 partners that sell to and manage business customers.
The group had asked for input on social, since they highlighted this as the most important aspect of their marketing plans for the next year. This is interesting in itself, but hardly surprising.
What was heartening however, was that my session covered social customer service. This is something we’ve covered steadily since last April, with pitches now regularly heading our way full of research into its growth.
In my experience, when that happens, it means that marketing teams have realised that they can get some PR mileage from a study into this 'new trend' – and that means a trend has become more than that. It means it’s actually happening.
I’ve turned my deck into a best practice checklist, with supporting research, context and case studies at the end.
According to recent figures from Zendesk around 60% of companies are using social media for both marketing and customer services.
But who should take the lead?
We ask the experts for their views.
73% of companies are planning an investment in mobile channels in 2011, with almost half planning to move into mobile commerce.
Econsultancy's Customer Engagement Report, which we produced in association with cScape, has some interesting findings on companies' use of mobile.
It seems that, as well as losing their fear of social media, more firms are coming round to the value of mobile.
More and more firms are using social media to improve their relationships with customers, with adoption of social networks for customer support up by 15% (to 51%) since last year.
Findings from Econsultancy's 2011 Customer Engagement Report, produced in association with cScape, suggest that, with greater adoption of social channels for customer service and product development, companies are losing their fear of social media.
Companies are also increasingly using social technology internally to improve communication and business performance, with a third of companies (32%) using internal social networking for employee communication.
Customer engagement is worth going after in a big way, according to
Econsultancy’s research. Engaged customers tend to stick around for
longer, buy more often and refer your brand to their friends. What’s not
As such a focus on engagement is both smart and necessary. We no longer
live in a broadcast world, but in a world where listening, reacting and
providing great service are essential if you really care about your
In my view the key to a winning customer engagement strategy is to make
it like a game, where points make prizes. The more the customer plays,
the more the customer can win. And customers / users should be made aware of this. But what are the prizes?
Imagine logging into your email every Monday morning to find a report clearly outlining the value derived from all the time, effort and resource you’ve expended on the social web. That would be nice wouldn’t it? Seeing what impact of all that faffing about in Facebook; Twitter twaddling and blog blabbing has done for your brand would be invaluable.
But what would you want to see (at a high level) in such a, currently fictitious, report? And who is best placed to provide it to you?
Such a report would certainly save a lot of time. The process of collecting and correlating data from several sources; then trying to make sense of it all so that it can be used to plan an effective brand engagement strategy is time consuming to say the least. For what it is worth, this is what I’d like to see.
Marks & Spencer's online strategy has gone through a variety of changes in recent months. As well as revamping their main website, the British retail giant has embraced social media by incorporating ratings and reviews into their website, and using Facebook and Twitter to join the conversation and better engage with customers.
It is encouraging to see a major brand like M&S experimenting with new online channels. By incorporating social media into their strategy, Marks & Spencer has enhanced its ability to respond to customers. Additionally, the brand is better placed to manage their online reputation more effectively.
At a recent iCrossing social media briefing, I asked Business Development Manager, Sienne Veit about the changes that Marks & Spencer has implemented and the impact of social media on the brand.