Mobility, Personalization and Trust – How They Impact Your Business

It’s been said that the biggest shift in online marketing today, isn’t social media, its mobility. As a business owner, you should be ecstatic that the promise of mobile convergence has finally arrived. The numbers are impossible to neglect, there are currently between 3.8 – 4.6 Billion mobile connections. By 2011, over 85 percent of new handsets will be able to access the mobile Web.

The simple yet powerful premise that people are more aware, connected and responsive (not to mention dependant) than ever before, offers businesses a golden opportunity to interact with their customers. Although many global businesses have already developed a mobile strategy, for most, there’s still a clear lack of why and how to go about delivering a quality mobile experience that mimics their existing web offering.

Offering your customers the ability to access their information, content, updates or any of their crucial data on the move, creates a prime opportunity for a competitive advantage. This rings true regardless of the industry you’re in. For example, wireless health monitoring a patient’s data is essential within the healthcare industry. Real-time traffic updates improve road management. Retailers are tapping into mobile payment channels to increase sales and revenue streams. Entertainment agencies increase viewer anticipation with direct-to-mobile promos for hit TV shows. Airlines offer mobile check-in and flight reports. Mobility, it’s about digging deep into your business’s core value and bringing it to the forefront with an on-the-go solution.

The question should no longer be; why consider creating a mobile strategy, but how to implement a successful one.

Key factors business owners need to focus on when creating a mobile strategy include:

  • User Experience – Increasingly diverse range of wireless form factors leads to increasingly diverse behavioral patterns and usage.
  • Customer Support – Understand the implications and reality of supporting a new distribution channel. This also means applying feedback straight from devices.
  • Imagination in Small Packages – Outliving customer expectations by including core features within your mobile app creates a service that truly shines. However, Simplicity is will always be king.
  • Leveraging Device Capabilities – You’re customers are equipped with a camera, GPS, and accelerometer (amongst other things) in their pockets. Take advantage of these features.
  • Don’t Assume – You’re users will A. Find your app or B. Care you’ve launched a mobile app, unless you deliver TRUE value to your loyal customers.

A clearly defined and executed mobile strategy raises the issue of personalization. After all, mobile devices are usually the 1st and last thing we reach for every day.

The Starhome® Sparx™ solution is a roaming marketing and relations management solution that continually gathers valuable information about roamers’ habits; it then forms a profile for each roamer that includes local and roaming behavior.

Personalization and Mobility

You’re audience might be stuck at this very moment; in the airport, at work, in a meeting or countless other situations with a little too much free time, which is why personalization and the mobile web are a perfect marriage.

How well defined is your business and marketing strategy at offering a one-to-one solution? From knowing your customers on a personal basis, to understanding their daily habits, personalization and customization (much like a mobile strategy) plays a significant role in every industry. It’s about the delivery of personal choice.

Personalization by Industry

Manufacturing: Big brands (Nike, Reebok, Adidas, etc…) are starting to understand the impact of offering personal choice. The switch from mass production to mass customization is leading the way towards customer loyalty.

Service Providers: By leveraging real-time, subscriber information such as location, demographics and usage behaviors, service providers can generate new revenues streams from personalized third-party applications.

Privacy – The Underlying Theme

If personalization is the ability to satisfy targeted needs for of individual consumers then privacy and trust is the biggest concern in the tradeoff. The debate has recently been put under the spotlight due to “instant-personalization” services such as Facebook. Although in all fairness, Facebook is hardly to blame. The wealth of context-aware customer data that can be manipulated into lucrative business models has advertisers beaming. On a positive note, Facebook and other personalized services have made the mistakes that your business won’t have to. Your customers need not worry of privacy concerns, as long as you’ve educated them of your policies.

In conclusion

The reality today is that it’s not just what you offer; be it mobile or personalized solutions, but how you offer it. You’ve invested valuable time and assets to build trust in your customers; don’t lose it sight of its impact on your success.

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