50 Shades of Customer Engagement

The role of mobile marketing apps in collectingreal-time data about your customers.

Customers are the Lifeblood of your Company• They affect everything from your

marketing strategy and pricing plans to your bottom line.

• The key is to listen to what your customers want, and deliver what they’re asking for.

Real-time Data is VitalData helps you draw a rough sketch of your future customers.

In later stages, it adds depth and color to that sketch through better understanding of what’s working and what needs to change in your marketing campaigns.

Real-time Data is Vital

Data tells you when it’s time to rethink the picture you’ve developed by updating and iterating on your marketing materials to better engage your customers.

Real-time Data is Vital

You have to do these three things:

Capture It Listen to It Act On It

Mobile apps are atool to capture real-timecustomer feedback moreeasily and efficiently.

What to use…

Here are 5 steps for usingmobile apps to capture and

analyze customer data.

Primary and Secondary Market Research

STEP 1

Primary research can include:• Interviews• Surveys and Questionnaires• Focus Groups

STEP 1

You can break the primary research project into several phases:

STEP 1

Secondary research can include:• Analyzing the data that has already been

published• Identifying competitors• Establishing benchmarks• Targeting the right segments

STEP 1

STEP 1 Takeaway for Marketers

Mobile is everywhere, which gives it certain power that other research tools are unable to match. It’s why it should be an indispensable tool for collecting real-time data about your customers.

Capture Demographic Data – and Don’t Forget to Integrate with CRM

STEP 2

Capturing demographic data about prospects and customers is an important building block in your understanding of what motivates their purchasing decisions.

STEP 2

• Surveys administered through toolsmentioned in Step 1

• Premium services like Data.com (Dun & Bradstreet), Hoovers, IMS Health, and more

• And of course, mobile technology

STEP 2

There are several ways to capture thisdata including:

Suzie Blaszkiewicz, content editor for GetApp,provides an example:

STEP 2

Imagine a customer owning a pair of your company’s running shoes, along with a health app that tracks their movement. Knowing that the shoes will last them 500 miles, and clocking their mileage at 490, they can be notified of the need for a new pair, to be delivered (within days) to the address stored on record. All this, with barely any human intervention in the process.

“”

In order for this data to be actionable, successful integration of mobile data with your CRM system is paramount.

STEP 2

STEP 2

A Clear Pictureof CustomersRequiresComplete Data Integration

STEP 2 Takeaway for Marketers

Ensure that you either have a strong team of developers who can ensure seamless integration between your apps and CRM systems, or use an app-creation platform that offers built-in integration.

Understand your Customer’s Attitudes and Preferences

STEP 3

STEP 3

• Attitudes• Beliefs• History• Behavior

When you have two customers of similar demographics, attitudinal data will allow you to further segment them by:

Let’s step into a car dealership to see how attitudinal data would help to shape your client’s marketing approach.

STEP 3

The purple one-size-fits-all marketing approach is common, because it’s easy. However, it doesn’t allow you to effectively engage customers by delivering the right message to them based on their beliefs, lifestyle, behavior, and activities.

STEP 3

STEP 3 Takeaway for Marketers

The key is to track these interactions your customers are having through mobile, and marry that information with the demographic data you captured in Step 2.

Data-Driven Decisions

STEP 4

Just like your target audience needs to receivethe right message at the right time, your internal decision makers need to receive the right reportat the right time to make your data actionable.

STEP 4

STEP 4

Customers are human beings, and human beings evolve and change. Your team needs to constantly monitor these preference shifts and react by iterating your marketing strategies and messaging.

Why is this important?

STEP 4

Coca-Cola taught the marketing world an important lesson about the importance of listening, and how listening is equal parts science and art.

Thirty years ago...

STEP 4

Coke tested their new formula and time and again, it beat both Pepsi and original Coke. The data was so compelling in favor of new Coke that the company decided to stop production of the original formula.A mere three months later, facing a wicked backlash, they switched back to the original formula.

The mistake that Coke made was relying solely on their data and analytics. What they missed with the human factor.

STEP 4

STEP 4

• Habit• Nostalgia• Beliefs

New Coke may have beat old Coke and Pepsi in taste tests, but people buy soda on more than taste alone. They are equally motivated by:

STEP 4 Takeaway for Marketers

Get the right reports to your decision makers at the right time. Let the data guide you, but don’t completely remove human instinct from the marketing decisions that you make.

Execute on Insights

STEP 5

Taylor Swift and Apple have a lot toteach marketers.

STEP 5

STEP 5

• In an open letter to Apple, Swift expressed her concern that artists would not be paid for songs streamed during the 3-month free trial period of Apple’s new streaming music service.

• Apple faced a tough decision and ultimately decided to revise their plan.

STEP 5

In just seventeen hours, Apple was able to make a multiple-hundred-million-dollar decision. They listened to what the market was telling them and they were swift to act.

STEP 5

In an era dominated by the ability to listen to and track customers in real- time through mobile and social, marketers need to react and iterate on their marketing strategies and messages just as quickly.

STEP 5 Takeaway for Marketers

Don’t suffer paralysis by analysis. Mobile marketing success, andyour customers’ expectations, demand quickdecision making.

SummaryIf you follow these five key takeaways, you willbe on the road of successfully marketing to your customers.

MarketResearch

Capture Demographi

cData

UnderstandAttitudes

Data-DrivenDecisions

Execute On Insights

Summary1. Mobile is everywhere, which makes it ideal for gathering

real-time data about your client’s customers.2. CRM integration is essential for properly leveraging the

insights you’ve gathered.3. Tracking customer interaction will teach you about their

preferences and make more personalized messages to each customer.

4. Don’t make decisions based solely on data; customers are people, not a series of data points.

5. Your client’s need to be able to act quickly on the gathered insights and adapt their messaging as new information comes in.

Want to know more?Read our White Paper for a more in-depth analysis on the importance of using mobile to gather real-time customer insights.

About ProscapeProscape has developed a platform, The Marketing App Cloud, which empowers you to collect and utilize data insights about your customers. With The Marketing App Cloud you are able to:

• Fully leverage the power of mobile to conduct market research

• Easily manage your data with The Marketing App Cloud’s built-in CRM integration

• Understand your customer’s attitudes and beliefs by tracking what content they are viewing in your marketing app

• Generate the right reports for the right people to make the right decisions

Visit us at proscape.com to learn more.