How can you use mobile marketing tips to keep your customers happy in 2017? Here’s what is in-store for mobile marketing this year.
Many channels, many devices, one customer
Consumers are exposed to brands across more than one channel – and on more than one device – and want to have access to the same functionality and data across all devices and channels. Luxury Daily reports that the average U.S. customer connects to the Internet through at least five different devices during a day and that they want marketers to be able to know who they are on each device.
In 2017 marketers will have to be able to collect data across all marketing channels both offline and online, and be able to distinguish the customer across all touch points. Not only does one need to be able to track the behaviour of the customer, one must track the customer across all touch points and consolidate the data in one flow – and …in real time.
Luxury Daily reports that more than 85% of all mobile usage is on apps as compared to the mobile web. And while it could be argued that social media apps are the reason why, consumers are becoming more familiar and comfortable with using apps to engage with brands and complete payments.
Mobile apps in the banking industry has completely changed the way users do their banking online. Gone are the days of “internet banking”, users can simply use their phones to transfer funds, transact and buy airtime on their phones. Users are looking for convenience – and apps are the way to get it.
And while apps are often a one-time, single-use occasion, the convenience and efficiency of an app goes a long way to engage and provide users with added-value and loyalty.
2016 saw some of the largest data breaches in years with big organisations like Yahoo, LinkedIn and Dropbox coming under fire from hackers resulting in millions of consumers’ personal data being published online and it will continue to be a serious conversation in 2017.
Given that we’ve just discussed the increase in mobile usage and the uptick of mobile being used as payment method, there will be increased emphasis on security and how marketers secure their clients’ data. Apps are asking for more and more access to users’ personal information – increasing the user’s online risk. This information, while it might not include your credit card details, contains a lot of personal information which can be used for fraudulent activities and identity theft, not to mention prosecution as per the FBI’s bid to force Apple’s compliance on accessing an iPhone of an alleged terrorist. Sensitive information is at risk should the App’s data be compromised – and consumers are increasingly aware of their right to not only protect their data, but to their privacy.
Case in point is HDFC Bank in India whose online user credit check involves asking permission to access users’ emails and social media platforms. This includes access to their Facebook, LinkedIn and Gmail accounts – your drafted and sent emails will be perused by the bank to verify your account and confirm your credit worthiness – something that users are understandably disagreeing with. MediaNama documents the whole story here.
Marketers need to secure the user’s sensitive information, without perceiving to infringe on their privacy by being overzealous with access and digital security.