It is becoming something of a corporate cliche to quote Gartner when making a point. However, what always seems like the businessperson’s favourite research house really does produce some quality research. This is equally so in the world of mobile marketing. For instance, a recent statistic from Gartner revealed that in 2016, 89% of marketers expect to compete primarily on the basis of the customer experience delivered by their brand, product and service.
What that’s really saying is forget corporate history, throw away brand pedigree and all the nice-to-have activities that have polished your brand over the years, what really matters is the here and now of customer service. I believe that the post-recession years have meant consumers are counting every cent and brands are only as good as the last time they impressed the consumer during a direct interaction. And it appears Gartner’s research agrees with this view.
What this means for the mobile marketers is that direct, personal and upfront is where’s it’s at. Consumers are no longer impressed by a 100 foot billboard in the distance. The days of blasting out uniform advertising to consumers are finished. Today’s mobile users want personalised marketing and companies need to respect this by building relationships with their customers. Fortunately, mobile marketing technology offered by knowledgeable specialists like InTarget allow us to connect with individual mobile users in new cost-effective and powerful ways.
Central to all of this is the collection of the data that makes personalisation possible. Brands simply have to collect data if they are to propose more relevant offers to individual consumers. Today’s blog is not the right platform to delve into such legislation as POPI (The Protection of Personal Information Act), however brands would be wise to remember that every single cellphone number in South Africa is viewed as personal information.
The second thing brands should bear in mind is that they need to be totally transparent about how they collect and use personal data in their quest to provide better customer service. Simply being a household name alone doesn’t afford brands any level of trust anymore. This means they should start at a simply and innocuous level when beginning to request personal information from consumers. Names and email addresses are good places to start before asking for more personal data.