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.

Get it on Amazon (Kindle/Print)

Consumers would love a more personal mobile wallet

Mobile wallets are not just about payments

Brands can leverage data from the report to enhance customer loyalty. According to the report, consumers are defaulting to mobile more than ever before to engage with brands - through shopping with mobile wallet, receiving personalized text messages and activating customer support through chatbots. Key takeaways from Vibes' U.S. Mobile Consumer Report include:

• Personalization is more important than ever - nearly 100% of consumers say they would save content to their mobile wallet if it was tailored to them
• Promotions are the #1 driver for consumers to use their mobile wallet - consumers are ready to go digital with coupons and loyalty cards - particularly among millennials.
• Feelings about mobile wallets remain mixed, although younger consumers are most willing to try them
• Use of new messaging apps, like Facebook Messenger is steadily growing, but not yet widely used for brand engagement
• Brands must stay current and cutting-edge - retailer, restaurant and brand apps remain the most commonly downloaded type of app, but consumers will delete apps if they are unused or take up too much storage
• Strike a balance with message volume - consumers find text messaging useful and are enticed by value-based communications (like incentives and rewards). They will unsubscribe if they receive too many messages, however.

"The findings show that consumers' increasing use of wallet is for storing loyalty cards, coupons, and tickets - it's not about payments," said Jack Philbin, co-founder and CEO of Vibes. "In fact, the largest consumer use case is currently boarding passes which have been live in Apple Wallet for years and are now supported by Google as well. Simply having an app is no longer enough for brands to cut through the clutter. Consumers want personalization - this is what must be reflected in mobile strategy across channels where consumers spend their time."

Amid large-scale readiness to subscribe to mobile messaging and mobile wallet, consumers have expressed surprising justifications for their adoption. Just one quarter (27%) of respondents said they would adopt mobile wallet if it would make their life easier, by organizing things like offers, loyalty cards or airline boarding passes.

Conversely, more than half (61%) of respondents subscribe to mobile messaging because of incentives or coupons, combined with 55% who subscribe because of loyalty rewards points. Moving forward, brands should leverage loyalty offers more regularly in their messaging, rather than leaning on convenience, to promote further adoption of these channels.

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.

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)