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The Push, Sponsored by Mutual Mobile
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10 tips to connect with the connected

By Bob Garcia / May 23, 2013

Mobile marketing opportunities are expanding so rapidly that many companies are underprepared to capitalize on its promise. With mobile adoption growing twice as fast as the Internet and three times faster than social media, it’s redefining the typical marketing model for businesses — and forcing companies to rethink and redesign how they market, sell to and service their customers.

Companies that adapt to this change, however, will have stronger relationships with their customers, while those that are slow to move away from cookie-cutter campaigns will frustrate and potentially lose their customers.

Mobile relationship management is a mandate to use everything your customer chooses to share with you to create engaging experiences that foster brand loyalty and mutual long-term value with your audience.

It recognizes that while marketing was once brand-centric, it must now be customer-centric. Customers will boast about the wonderful things you do for them, as much as they will call you out on your mistakes.

The key to successful mobile relationship management is to respect your audience and provide them with messages that are contextually relevant and deliver value. These ten steps represent the best practices for putting your brand in customers’ hands:

1. Design for mobile, but recognize it’s a journey

Mobile changes constantly, so expect your app to continuously evolve as you incorporate new technology. Make the framework of your apps flexible enough to incorporate new technology and features.

2. Find your value in your customer’s life

Focus less on the number of people you have reached, and more on the value you deliver. If you do not provide your customers with valuable content, utility or entertainment, you’ll alienate them.

3. Engage each customer in the key moments of their day

Each person has different needs and desires. It’s your responsibility to determine when a message will make their day easier, more entertaining or more profitable.

4. Use push to achieve continuous engagement

Your app should deliver ongoing value, with the goal of becoming integrated into the customer’s daily life. Well-managed push campaigns deliver ongoing value to consumers to retain their valuable smartphone real estate. Users that receive push have twice the retention rate of users that don’t.

5. Deliver value based on location

Knowing where your customers are is essential to providing value. Once you understand the correlations between location and when customers use your app, you’ll be able to serve them better.

6. Allow customers to personalize their experience

Customers are providing their data to you, so provide personalized value in return by offering compelling options. Then respect their choices.

7. Don’t sell to your customers: entertain, engage and delight

It’s a content marketing world for mobile, social and the Internet. Your app’s fundamental mission should be to engage your customers by providing a great user experience and personalized content.

8. Combine the power of wallets and apps

Digital wallets and passes drive awareness and loyalty, while being easier to deliver and update. They provide seamless user experiences to make life easier and extend the capabilities of a mobile device.

9. Learn and optimize: get ready for mobile intelligence

Mobile intelligence reveals a deeper understanding of how your customers live and work using a data set that’s unprecedented and highly personal. Understanding where your customers spend their time helps you understand where they spend their money.

10. Commit to mobile now

As the proliferation of mobile devices continues, consumers are moving increasingly further away from the web to apps due to control and convenience. Businesses that truly accept this reality and commit to mobile now will be positioned to profit in the coming years.

Portions of this article orginally appeared in Urban Airship’s pocket guide Connect with the Connected.