Today’s consumers perform a variety of business transactions via their mobile phones. This provides the opportunity for companies to follow the consumer through their entire lifecycle. Health insurance companies that provide seamless mobile experiences allowing consumers to shop, search for doctors, prescriptions and procedure costs have the opportunity to engage consumers at every touchpoint, which can inform an enhanced customer experience strategy and ultimately lead to increased revenue and growth However, it is crucial that carriers prioritize customer needs while at the same time maximizing their business value. The following article presents a few ways in which organizations can influence decisions and achieve brand loyalty at each stage of the customer lifecycle.
Mobile is the only channel that follows consumers throughout their entire lifecycles. After all, users are checking their phones on more than 200 occasions daily.
Between the enormous engagement and intimate nature of mobile devices, brand marketers have situated mobile at the core of their marketing efforts.
Today’s consumers want robust app experiences that provide value on demand through discounts, offers, utilities, and content. That desire offers mobile-first brands opportunities to engage consumers at each stage of the consumer decision journey. Doing so is the key to unlocking revenue potential.
The biggest challenge is prioritizing consumers’ desired experiences within effective roadmaps.
Here’s how marketers can influence decisions and achieve positive brand outcomes at each stage of the journey.
Mobile gives marketers powerful clues like time, location, weather, and activities to reach audiences at the right time—with the right message.
Consider nontraditional channels like credit apps (TransUnion) or fitness apps (MapMyFitness or MyFitnessPal), which have unique data sets to target users. They allow you to create a contextually relevant strategy, and such strategies are vital to building the right kind of awareness.
Once you determine your reach strategy, engage consumers through video across mobile channels. Consider Twitter or YouTube pre-roll ads. Given the interactive format, video will deliver the right message in the moments that matter. Best of all, more than 70% of marketers surveyed indicate that video converts better than other formats.
Another feature to consider is invite-a-friend. Companies like Airbnb and Uber have incorporated this feature well, offering free Uber rides or discounts on Airbnb stays to users who refer friends who then use the service. Extole is a platform that makes invite-a-friend easier to implement.
Eventually, your customers will start thinking about purchasing, which is why it’s important to stay top of mind. Our company does this with app retargeting through social channels, scheduled and behavioral push notifications, and marketing automation.
Rather than use standard brand messaging, consider a more innovative demand generation approach that creates or develops a need your customers might not realize they have.
At this stage, consumers might be searching the App Store, deciding what to download. In industries like financial services, travel, and healthcare, the quality of your mobile apps can be a decisive factor in the purchase decision.
Optimize your listing in the App Store or Google Play. Simply publishing an app isn’t enough; millions of apps are available. Breaking through the clutter is challenging. However, a great way to do it is with an app trailer video or branded screenshots with explicitly articulated value propositions. Our recently launched app for Jamba Juice is one example of a productive App Store listing.
We know customers are different. For example, Millennials care deeply that the brands they buy from do good in the world, which might indicate that you need a corporate social responsibility program. Think through everything your customer needs to know—delivery dates, product availability, and return policies—to make a purchase, and provide that content.
When consumers are ready to buy, provide an intuitive shopping experience and a frictionless checkout process so your brand can capitalize on consumers’ need for immediate gratification. With tools like digital wallets and touch ID making it easier for consumers to make impulse purchases, it’s more important than ever to ensure your process is seamless.
Tapping into customers’ inborn extrinsic or intrinsic motivators is how you build loyalty. Extrinsic motivators like discounts, gifts, and prizes are the things we do for a specific outcome. They’re great for quick wins, but they don’t create long-term loyalty.