Mobile isn’t solo

Posted on March 4, 2013 by

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A few recent but unrelated posts seem to suggest there is a growing interest in creating a seamless customer experience.

While it may seem that there is no real news here lets take a closer look at the content of the posts.

First Google has launched a sign-in platform. The idea is sign in once to this platform and Google will connect all their other properties. There will be some built in security requiring password authentication, Apple now does this for iTunes purchases for example.

This kind of connected access is really important for a brand that has multiple related properties requiring sign-on access. In a world where applications are constantly coming and going it’s easy to loose track of the variety of different applications.

Next I came across a Radio Shack case study demonstrating the effectiveness of redefining their mobile metrics to better understand the conversion value of mobile applications. Adjusting the attribution model gave more credit to the mobile store locator’s ability to drive traffic and therefore sales. While more credit is given to mobile it seems that the role of the web is still very important. In fact in the case study a holistic view of the mobile consumer across all marketing channels is noted. The key is it’s not either or it’s both.

For some time data has suggested an integrated campaign is far more likely to maximize customer value.

Let’s discuss the role of mobile in an integrated strategy.

Q1 How does a mobile strategy add value to an integrated marketing effort?

Q2 Why would an integrated strategy yield a higher customer value?

Q3 What metrics are important to validate?

Q4 What other applications would facilitate seamless cross channel integration?

Q5 Can you think of brands that are doing this well?

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