Have you seen The Customer Experience Factbook?

In this 180+ page report, you'll find all the information and support you need to build a profitable, effective CX Improvement Program that spans every part of your business. You'll be able to implement and manage meaningful and profitable change, and grow your bottom line despite a slowing economy.

Get it on Amazon (Kindle/Print)

Study identifies latest mobile customer segments

The paper, entitled 'Bringing Mobile Segmentation to Life', suggests that near-term marketing success will depend on understanding key customer segments, and defines eight such segments, also presenting strategies for all of them.

"Smart companies don't market to gadgets, platforms or award judges," said Carlson Marketing's Doug Rozen. "They market to customers. When and if mobile marketers understand how customers use mobile devices, they can better increase the value of their customer relationships via mobile."

To support this, Carlson Marketing recently conducted research that went beyond standard mobile usage patterns and distribution statistics to gain attitudinal insight into the mindset of an increasingly varied mobile audience.

By combining data from companies such as Forrester, comScore and MRI with primary, ethnographic research, Carlson Marketing created behaviorally driven mobile consumer personas. The company also developed specific audience profiles to illustrate how to maximise the effectiveness of mobile marketing as well as to demonstrate the importance of new data streams from mobile channels.

Among the highlights of the eight segments identified are:

• Mavericks
  This segment represents about five percent of the total audience. The maverick is a heavy mobile internet user, most likely to receive offers and promotions via mobile and most likely uses an iPhone 3G. He's 31, lives with his girlfriend in a major market city. He will pay extra for the newest technology and frequently downloads apps, watches video and surfs the net. Marketers need to be careful with Mavericks. Provide an immersive mobile experience or risk losing them.
• Funccessorizers
  This segment, also five percent, uses her mobile device for pictures, games, texts, and other features. Device: MyTouch 3G. She's 24, single, and up to date on pop culture and current trends. Marketers can be provocative here and cut across the continuum all the way to downloading augmented reality applications, mobile ticketing and video.
• Lifeliners
  About 14% of mobile users have taken the step toward regular text and email use but rarely use the Internet. Device of choice: LG eNV. She's 39, married, educated and suburban. Spending time with her family is top priority and is very cost conscious. She can be reached via marketing campaigns that stress unique interactions that value her lifestyle such as news alerts and SMS surveys.

The paper makes the case that the current exponential growth in the smartphone and the mobile market is a clear demarcation point for marketers that can be addressed only by properly segmenting mobile customers by key behaviors and attitudes.

A knee-jerk "build an app" strategy or simplistic data approach will not be enough to accomplish this job, the authors warned. "Companies need to know how and why customers use their mobile devices; only then can this information help produce campaigns that are relevant to the segment and therefore relationship builders rather than alienators," concluded Rozen.

The paper has been made available for free download from Carlson Marketing's web site - click here (PDF document; no registration needed).

Have you seen The Customer Experience Factbook?

In this 180+ page report, you'll find all the information and support you need to build a profitable, effective CX Improvement Program that spans every part of your business.

You'll be able to implement and manage meaningful and profitable change, and grow your bottom line despite a slowing economy. Grab this goldmine of easily adaptable and up-to-date strategies, walk-throughs, trends, technologies, research, suppliers and partners, plus all the supporting arguments you need to build a solid CX strategy.

While most marketers could list maybe a dozen key points for improving their brand's Customer Experience (CX), the researchers and writers at The Marketing Factbook have identified FORTY main 'CX Keys' which will help you drive your customers to new levels of delight, loyalty, advocacy and profitability.

The areas in which customers have direct contact with your organization are perhaps the most obvious places in which CX improvements can be made, and this report addresses all 24 of these 'Direct CX Keys', applicable to offline and online businesses alike.

At the same time there are many other areas that indirectly affect CX (such as the supply chain, policies and processes) in which every business can make simple but far-reaching improvements. This report guides you through the problems and solutions for all 16 of these 'Indirect CX Keys', many of which are often forgotten or under-played even in the best CX strategies.

Get it on Amazon (Kindle/Print)