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Have you seen The Customer-Focused Marketing Playbook?

This comprehensive and practical guide to the latest ideas in customer-focused marketing hands you over 200 packed pages of strategy, best practices, do's and don'ts, practical know-how, facts and figures, and ideas to optimise your marketing strategy, boost sales, market share, increase ROI and profit.

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Mobile loyalty: A new frontier of competition

With nearly half of consumers using shopping apps (40%), the mobile channel is resetting the parameters of marketing and commerce, according to a report from Yankee Group, which warns that mobile devices and apps are beginning to dissolve the boundaries between advert and payment, and online and in-store.

The report, entitled 'Mobile Marketing and Commerce: Optimizing Ads, Transactions and Rewards for a Mobile World', examined the current state of mobile commerce, payments, marketing, advertising, loyalty and engagement, and concluded that mobile loyalty programmes are falling short of their goal.

The report suggests that, in the next three to five years, companies will learn that as mobility takes hold, mobile loyalty programmes will become the very foundation of competition.

Among the report's other key findings:

Big-name companies will leverage mobile advertising
There is a battle taking shape in the mobile marketing space led by big-name mobile ecosystem players Facebook and Google. One has the social data to build targeted campaigns, but the other combines reach with strength in multi-channel marketing, location and analytics. Although Facebook is a must-have mobile destination for brands, Google is still set to retain its mobile ad crown.
MCX will rapidly evolve
As long as the Mobile Customer Exchange (MCX) can remain on course, it should be able to harness the potential to evolve into a mobile payments powerhouse within the next few years. Industry players must continue to monitor its progress, and those that are too quick to write it off entirely are setting themselves up for failure.

"Mobile devices enable instant communications that can influence shopping behaviour," said Research Director Sheryl Kingstone, co-author of the report. "Because of this shift in consumer touch points, two things are becoming clear: Companies must ensure mobile is integrated across the customer life cycle while also leveraging big data to make communications more intelligent. In terms of the latter, the real-time nature of mobile will allow organisations to contact their customers at a precise moment. And big data analytics platforms will allow them to mine the explosion of information brought on by newer mobile channels; Coaxing relevant insights from the mountain of data will pave the way for intelligent communications."

Sources: Yankee Group / The Marketing Factbook.
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Categorised as:

Customer Experience
Customer Loyalty
Knowing The Customer
Marketing Know-How
Marketing Technology

Have you seen The Customer-Focused Marketing Playbook?

Learn the insider's tricks and techniques to turn every customers into a 'super spreader' for your brand. It's better than free advertising. Once you start this ball rolling, your brand can grow rapidly through word-of-mouth, advocacy, influencers, and customer loyalty. Super-charge your company's marketing strategy, build up your market share, and make more sales through repeat business and customer loyalty.

Find out what works - and what doesn't - and who's succeeded, and how they did it. See how the world's top brands keep their competitive edge against all odds.

The Customer-Focused Marketing Playbook walks you step-by-step through the techniques, metrics, reporting, analysis, marketing models, technologies, tools and innovations for successful marketing strategies - both traditional and emerging - with expert guidance from thought leaders in every major market. Find out the best ways to gather, analyse, and act on customer data to increase profitability, build your brand, empower your customers, beat the competition, reduce churn, and increase customer profitability. This is a marketing book you simply can't afford to be without.

This book aims to hand you all the facts, figures and research data you need for the best decisions for a more profitable, more engaging marketing strategy. It also highlights all the facts, forecasts and trends identified by our experts from the global Marketing Factbook's vast database of market data, news, studies, research and articles, and presents you with an invaluable library of ideas and practical support you can call upon at will.

With The Customer-Focused Marketing Playbook at your side, you'll have instant access to a true goldmine of easily adaptable and up-to-date strategies, walk-throughs, trends, research and market data, plus all the supporting arguments you need to build a solid, profitable marketing strategy.

Get it on Amazon (Kindle/Print)