By Lisa Ciangiulli, Optism Team, Oct 12, 2012
In a fantastic post Mobile Marketing 2015: Rethink Customer Acquisition, Intent Targeting about how brands can either delight or disappoint their customers, Avinash Kaushik outlines his mobile experiences with a few of his favorite brands. Mr. Kaushik outlines 4 mobile success factors that determine whether a brand will continue to grab the “attention of the consumer” in this increasingly on the move world.
With mobile web traffic providing about 20% of all the web traffic, it is criminal that many brands lack a mobile-optimized website. Mr. Kaushik shows how hard it is to book a flight on his mobile using an un-optimized mobile website from Travelocity, Kayak and Hotwire. Meanwhile, he shows how an elegant, mobile-friendly site from Cheap Tickets makes it easy to read the flight information and simple to book his travel. Additionally, once consumers get comfortable with competitor’s mobile-optimized site, a brand could lose their non-mobile traffic too.
As a surfer, Mr. Kaushik was looking for a mobile app that would provide him with surf reports and he came across the SkullCandy surf report app. He downloaded the app and was pleasantly delighted that the app did two things very well; delivered incredible amount of value to the audience and did so with a beautiful design experience. The result was that “SkullCandy gets the greatest gift any company can get from me: Attention.” The SkullCandy app didn’t push its products; it pushed value — what Mr. Kaushik dubs utility marketing. Eventually, he did purchase 6 pairs of SkullCandy headphones, so the utility of the app resulted in sales for SkullCandy.
By providing a rich, mobile experience – brands can learn valuable information about their customers. Where they are and what they like to do? By analyzing their behavior, company can continue to make their apps smarter and provide even more value. More value will drive more attention and ultimately more revenue.
In an example of company that has combined customer acquisition, value provisioning and customer data analysis, Mr. Kaushik recounts how he imported his trip itinerary to New York into his TripIt mobile app. He hadn’t booked his hotel yet, so TripIt sent him an email the next day with a hotel recommendation near his New York office. Just one. Not a list of 30 or 40 hotels. TripIt knew from past itineraries that he typical stayed in the Hilton and they knew his Reward number. So when Mr. Kaushik clicked the link it took him right to the booking site with his reward number already typed in. As he exclaims, OMG! By reducing the friction to make a purchase, TripIt had made Mr. Kaushik’s life easier.
Brands are becoming aware of the power of mobile, but the execution leaves much to be desired. Mobile implementations can just as easily turn away an existing customer as it can bring in a new one. Brands need to be on mobile, since people are using their phones and tablets everywhere with increasing frequency. Whether it’s an app or a mobile-optimized site, companies should be focused on providing value, gaining more insights and then providing consumers even more value.
Just call it a mobile cycle.