Real-Time and Connected Customer Engagement

Jesse Hopps

Strategies for Cross-Channel Integration in the Mobile Economy

According to Aberdeen's March, 2010 Restocking the Marketer's Toolbox benchmark report, Best-in-Class retailers are six times more likely than Laggards to currently use mobile marketing tools. Mobile marketing includes the use of mobile couponing through Short Message Service (SMS) for chat functionality, Multimedia Messaging Service (MMS), mobile apps, or mobile Web marketing. Aberdeen data shows that mobile messaging solutions in retail influence cross-channel customer engagement strategies through location-based customer messaging, couponing, and personalized marketing that ultimately improves conversion rates. Currently, about a quarter (23%) of retailers use digital chat tools (online and mobile) for real-time customer connectivity. However, there is an impending need for greater planned adoption of mobile messaging and marketing tools as 52% of retailers are planning adoption within the next 12-24 months. This analyst insight will detail the importance of implementing advanced mobile messaging and interactive tools that enable cross-channel integration.

Featured Insight of the Day

The ability to interact with customers on an ongoing basis, regardless of their physical location, is every marketer’s dream. Home Depot is an example of a retailer than has consistently invested in its online and mobile messaging tools to remain connected with its customers before, during, and after the sales experience.

Other top pressures are shown in figure 1. Taken together, these pressures speak to the need to move beyond traditional marketing tactics and to find new, creative ways to reach existing and prospective customers across multiple touch-points, including the mobile channel.

How Demand Metric Can Help

If you are looking to improve customer relations, check out the following templates:

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