The Rise in Popularity of Mobile and Mobile Engagement

The surge in popularity of social media, search engines and mobile devices has created a revolution in customer behaviour and businesses have needed to evolve with these trends in order to keep up to date with consumers.

The traditional marketing funnel is a tried and tested method for customer acquisition and conversions. It involves capturing as many leads as possible, then slowly nurturing these prospective leads in each stage of the funnel. The funnel is problematic for businesses who want to be continually dealing with customers, as it does not create strong bonds with them. Due to such vast changes in how customers can search and purchase from their favourite brands, a different marketing model was inevitable.

The mobile engagement loop is perfect for modern consumer behaviour. It recognises that the customer journey involves many different steps in order to gain trust and satisfaction. With the use of apps, responsive websites and many other factors businesses can help attract the customer and provide for them the ideal journey to purchasing and repeat purchasing.

There are 4 steps to the mobile engagement which all businesses need to consider.

Step 1: Onboarding

A first impression in every facet of life is important, and this is no different for the customer and business relationship. When onboarding is done correctly the customer should feel a sense of intrigue and desire to continue the processes of their journey. Welcome messages and discounts codes will set the bar high and impress a customer who may be finding out about a business for the first time.

Step 2: Conversion

Tailored actions made by a business based on a customer’s actions are important to retaining interest. A personalised approach is more direct and shows that a business cares about the customer; they are usually more effective than more generalised messages, the end result then being a customer purchasing a product or service.

Step 3: Retention

It is important to keep any momentum you have gained with a customer by offering the customer content based on their wants and desires. There is a balancing act of pushing too much content and not enough, so it is vital to understand the customer and again tailor their experience in order to keep them interested. According to American Express more than 6 in 10 U.S. consumers say that their go-to channel for simple inquiries is a digital self-serve tool such as a website, mobile app, voice response system or online chat. A smooth experience for a customer will mean they will come back and ultimately be more financially viable for a business.

Step 4: Re-engagement

If a customer loses interest in what a business has to offer then it becomes imperative to attempt to reignite the relationship with them. Delivering promotions, discounts and engaging content via email or other means can help to get the attention of a customer again.

The mobile engagement loop has become an essential part of any businesses approach to customer care and retention. The need to foster the relationship with customers is only going to become more important and the use of services like apps.

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