Posted on April 24/04/18
Customer engagement has gone through a substantial shift in the last five years. The soaring proliferation of mobile usage, where smartphone users have surpassed desktop users, has been driving a need for an updated strategy . According to Forrester Research, 70% of all US adults use a smartphone and/or tablet today, spending close to two hours each day engaged in apps, emails, reading, and shopping. These mobile users act very differently from desktop users, their usual aim being the fulfillment of an immediate need triggered by their current context. If people don’t find what they need quickly, they are likely to move on.
In order to have an impact, marketers and product managers need to stop seeing users through a general demographic lens and begin to look at each individual uniquely. This requires a keen understanding of each customer and what they look for in their moment of need, otherwise known as a ‘mobile moment’. “A mobile moment is a moment in time and space when a consumer pulls out a device to get what they want in their immediate context,”
Web Strategies Do Not Work for Mobile
In the early days of the web, marketing was a way to yield results while minimizing costs, since it was much harder to track user behavior. The emergence of mobile devices changed that, allowing for multiple touchpoint insights into user behavior. But despite Forbes naming mobile marketing as one of the most important marketing priorities of 2015 – only 13% of marketers are systematically integrating mobile tactics into their customer engagement strategy. A vast majority of marketers continue to use web strategies to reach customers on mobile.
The crux of the issue is those engagement tactics that have worked for the web ecosystem are limited and not well adapted for the mobile market, the best opportunity to engage with your most frequent and mobile savvy customers.
The Secret to Capture Your Customer’s Mobile Moments: Behavioral Segmentation
To compete in this dynamic market, companies must understand each user’s preferences and motivation, and design an outreach strategy that is highly personalized and well-timed. To achieve that edge, they will need to design and offer something of immediate value to the customer. Otherwise, their mobile moment will be forever lost. “Mobile users of today demand immediate access to relevant data on any device, at any location and any point in time,”
Downloads only represent the tip of the iceberg when it comes to the customer’s Lifetime Value. The key is not just to bring users into your app, but to keep them there by designing individually tailored points of engagement. Understanding the customer’s unique needs and serving them in those key mobile moments is what will determine the success of an app and the degree of the users’ ongoing loyalty. The power to drive such a robust strategy resides in Behavioral Segmentation. Without segmentation, converting your mobile user base to a loyal customer base will be futile.
About the Author
Shiva, User Growth and Customer Success at Walinns. I write introspective things I hope people can relate to.