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Mobile for the win: Successful mobile journeys happen when customers call the shots.

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Marketing is no longer about your brand, product, services, content, or calendar — it’s about your customers. They — not you — lead the strategy. And they’re engaging with you across email, push notifications, SMS, chat, social, video, and more. What you need to deliver on mobile and everywhere else isn’t a series of canned-and-planned touches. Rather, they should be customer-activated experiences. Through every step of their journeys, customers are telling you what they want next. To be successful, you need to anticipate these needs and plan campaigns you can execute instantly when the time is right. And when you deliver the right experience, you can launch your company into a world of heightened interaction, more purchases, greater lifetime value, and enthusiastic brand advocacy.

The customer journey — full of mobile moments.

Customer value vs time

Mobile moments connect the dots in the customer journey, accelerate sales cycles, drive engagement, and improve loyalty.

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Reverse the ball.

From now on, marketing will turn the longstanding practice of pushing products, services, and content to customers — whether or not they want them — on its head. To find what they actually wanted, customers and prospects used to browse pages on the Internet. But no more. Now, customers expect to pull exactly what they need from brands. They want to tune into information readily provided rather than having to work to get it. For instance, you already get a text to check-in for a flight without ever having to open your travel app. Saving your customers and prospects time and effort and improving user experience via their smartphones is a win-win for both you and them.

On average, customers spend five hours each day on their mobile devices, according to TechCrunch. Marketers can take advantage of this trend by engaging with users in the exact places and moments where they can take action. But there’s another key fact — as customers spend more time on their phones, their attention span is shrinking. That means the moment your customers are ready, you need to deliver a relevant experience.

To do that, you must know your customers by paying rapt attention to their behavior on the device they carry all day and sleep next to every night instead of just reaching out to them on mobile. The moves they make on mobile must guide your marketing strategy. Customer-activated mobile means offering a series of cross-channel experiences that prove you understand and respect your customer’s journey as they move to purchase, loyalty, and advocacy.

Everyone’s talking about mobile.

84%

People who couldn't go even one day without their mobile phone (Time).

33%

Individuals using smartphones as their primary browsing device (Hubspot).

81%

Individuals using a smartphone to regularly check emails (Adobe).

70%

Mobile's share of digital media time (comScore).

34%

Mobile's share of retail e-commerce sales (Statista).


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Make a fast break.

Playing basketball well requires learning and using fundamental building blocks. The same is true for creating winning mobile moments. Learn to integrate, execute, and analyze, and you’ll be on your way to mastering the game.

Integrate: Understand the other player.

To pull off meaningful personalization, you need to gather all your data in one powerful platform for a single view of each and every customer and prospect. By data, we mean demographic, interaction, behavioral, CRM, third-party, unstructured data. If you’re wondering how much data you need, here’s the answer: enough that you’re confident you know as much about what your customer’s next move will be as a defender wishes he knew about the player he’s guarding. But only 20 percent of marketers say their organizations have created actionable, single-customer views, according to an Econsultancy and Adobe survey. So here’s a chance to get a jump on the competition.

Then take advantage of all that data in a creative way to produce audience insights and innovative action. By translating data for key audience segments, you’ll know what’s most important to your customers and their look-alikes and can create customized experiences. To get an idea of what this looks like in application, read “Reimagine Remarketing.”

Execute: Work as a team.

You also need to integrate data across channels, so every marketer knows every touch that an individual is a part of — both online and off. For many organizations, data silos stand in the way. And so do email, web, social, and mobile marketers who don’t collaborate effectively as a team to orchestrate cross-channel campaigns. To combat both issues, check out the advice in “Don’t Destroy Silos (Yet). Eliminate the Problems They Cause.”

Personalize with the 3 Cs.

C1, C2, C3

Connection.
Create a single view of the user.

Context.
Make your message relevant to them.

Cadence.
Get the timing and frequency right.

Source: Adobe, “Up Close and Personal.”

Analyze: Learn from your performance.

To get control of the whole customer journey, you’ll need analytics. And that’s just for one user journey. For thousands, you’ll want algorithms to automate and optimize decision-making. But the payoffs can be huge. For example, after upgrading its marketing software and unifying its member data, Baxter Credit Union saw a 76 percent growth in new accounts — its highest ever. Focus on providing value to customers on mobile and you’ll also prove value up the chain.

Watch this video to learn more about how Baxter Credit Union achieved growth.


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The ball is in your court.

After Matt’s initial ticket purchase, the Mobiletrotters marketing team responded with mobile moments that encouraged him to download the app, sign up for location services and push notifications, engage with content via push, sign Abby up for a contest, and make a purchase in the arena store. Traditional marketing would tell you he’s hit the bottom of the funnel. But forget the funnel. You nurture relationships through customer-activated mobile in continual runs. In basketball, the game doesn’t end after you score two points — or even three. So it’s back to the start to convert, retain, and drive loyalty for another score.

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Adobe can help.

At the core of a successful multichannel strategy is the ability to plan, orchestrate, launch, and measure the results of campaigns. Responsive design is critical. So is the ability to personalize and preview content, to build and visualize complex customer journeys, to set up customized single-instance or recurring messages across channels, and to send push notifications that include images and video. This is exactly why over 1,000 organizations and thousands of marketers across the globe rely on Adobe Campaign to drive compelling and engaging experiences across all channels, including email, SMS, push, in-app messages, direct mail, and points of sale in a store or a hotel. Campaign also helps you avoid over-burdening your customers with messaging through fatigue rules.

And when you pair Campaign with Adobe Mobile SDK, you can extend your brand’s mobile capabilities across the entire customer journey. This helps you acquire and engage mobile users, analyze their behaviors, and then create personal experiences just for them. Plus, for greater insight into your customers, the Adobe Experience Cloud Device Co-op helps you get an ultra-personal look at your customers so you can truly market to people, not just devices.


Sources:

2017 U.S. Cross-Platform Future in Focus,” comScore, March 22, 2017.

Econsultancy “Quarterly Digital Intelligence Briefing: The Pursuit of Data-Driven Maturity,” April 2016.

Greg Stirling, “Mobile now accounts for nearly 70% of digital media time [comScore],” Marketing Land, March 29, 2017.

Jeff Arnold, “Why Push Notifications Lead Fan Engagement for the Cavaliers And Kings,” SportTechie, June 19, 2017.

Mimi An, “The Future of Content Marketing,” HubSpot Research, June 25, 2016.

More Precious than Gold,” Adobe, 2016.

Nancy Gibbs, “Your Life Is Fully Mobile,” Time, August 16, 2012.

Ryan Dietzen, “Email Use 2017 — U.S. Report,” Adobe, 2017.

Sarah Perez, "U.S. consumers now spend 5 hours per day on mobile devices," TechCrunch, March 3, 2017.

Up Close and Personal,” Adobe, 2016.

U.S. mobile retail commerce sales as percentage of retail e-commerce sales from 2017 to 2021,” Statista, 2018.


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