Today, the mobile is in every pocket. Many customers use their contemporary smartphones to do their shopping, buy teach tickets or chat on social networks. “It is therefore critical for a company to be present on the mobile. Many options exist such as targeting.
The idea?
Depending on the behavior of an individual you send him an commercial associated to this equal conduct when he goes on the Internet. Clearly, a individual who goes to see a soccer fit at an instant T will have furnished this information anonymously through their mobile. Once connected to the Internet, it will acquire from an X manufacturer an commercial in correlation with this event. It is almost like the age historic Chinese Water Torture, where the prisoners was tortured to the water drips on their forehead unless they succumbed to the demands of the captors.
Being current on social networks
To be present yes, but to be good. Many brands do no longer know how to use Twitter, Facebook and different social media in a relevant way. For some brands, the trouble is not that they are now not existing on all of these social networks. Generally, they fail to stand out from the competition and consequently generate the pastime of their consumers. This was the case for Planet Sushi which did now not comprehend how to take advantage of its presence on Facebook. “We consequently had to be creative in the messages that the manufacturer wanted to convey and soar returned on topical themes, by way of placing the brand’s products in the spotlight,” explains the managing director. And a priori, it works instead properly for the professional in uncooked fish: more than 20,000 followers recruited on social networks in less than 5 months thanks to a clear extend in interplay with its consumers.
Don’t neglect e-mail marketing
There are one of a kind ways to use e mail in a advertising strategy. But above all, the brand need to be in a position to income from it. “For example, we have applied a technology that allows a manufacturer to understand when a consumer consults his mailbox,” explains the expert. The thinking is simple: take advantage of the consumer’s pastime when he is in his mailbox to ship him a new message (promotions, upcoming announcements, etc.). One way to reactivate his pastime immediately. Another solution is responsive email, which he has notably deployed inside the Accor team (14 brands in 92 countries). “An positive way to construct patron loyalty as quickly as they arrive with a welcome message but additionally after their go to with a delight email,” says the expert. At Accor, the approach seems to be bearing fruit in view that the group has referred to a three-digit increase in turnover thanks in phase to the utility of this strategy.
Digital as customer relationship management
Digital additionally makes it viable to higher control its relationship with its customers. Many manufacturers use Twitter to engage with their shoppers and solve practicable problems. We can specially assume of cellular operators, who are very fond of this kind of digital strategy. But for the experts, brands can think of this purchaser relationship in another way by way of “developing a cell software permitting users to report the trouble immediately, anywhere it is (shops, stations, etc.),” he explains earlier than concluding: One way to solve the trouble internally with the user”. However, such a method implies a certain quantity of reactivity on the section of brands.
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