In today’s on-demand world where everyone has access to information 24/7 through their smartphones, driving customer engagement means having the ability to quickly respond to consumers’ needs and wants through their mobiles. Throughout the years, I have seen how music plays a significant role in creating a long-lasting spark between consumers and brands. Traditional marketing models have flipped to focus on creating a memorable experience that puts customers in control as music is now streamed and users expect it to be free.
The influx of capital investments in emerging markets creates massive job opportunities, which in return gives millions of consumers new purchasing power. And with the growth surge of smartphone penetration in Southeast Asia, this region has undoubtedly became one of the most attractive markets for mobile and internet marketing. Throughout the years, I’ve seen how big multinational brands launched aggressive campaigns to win the race of capturing these territories first. But while “first strike” is important, it is equally significant to “strike the right note” with these consumers.
Today, creators of mobile technology are catering to the market’s need for better quality of life. They are seeing the importance of finding ways to connect digital tools with emotional needs in order to increase customer engagement.
An exciting development for brands is that wearable technology lets you in on your consumers’ lives, habits and personalities, to tap into more data, forecasting their desires.
With advancements seen in mobile technology, customers are now more powerful than ever. Mobile allows consumers to be always connected, and with that comes the ability to find information instantaneously. As a result, they want to be in control of their own experience. This power shift to consumers has disrupted traditional marketing models to find ways to connect with consumers by giving them what they want, when and where they want it. One company that is doing that is True Religion.
This new initiative by True Religion aims to improve brand loyalty by outfitting their retail store employees with the Apple Watch, including integration with iBeacons to give their customers a more personalised and pleasurable shopping experience.
Effective customer engagement is driven by five key strategies, which can easily be applied to mobile marketing. When you combine the two, you get a potent mix of loyal customers and a strong brand. Summed up perfectly by Brian Solis, Principle Analyst at research company, Altimeter Group; “Every consumer, practically, has a mobile phone. Many of them are on social media. Everyone is using apps and has access to the Internet. We live in a real-time world that is quickly evolving into an on-demand economy".
So let’s take a look at the five most effective customer engagement strategies for mobile marketing and the companies that are already using them and seeing the benefits:
If you’re not actively thinking about mobile customer engagement for your brand, chances are you probably won’t be reaching the entire target audience that you’d hoped for. In fact, your company strategy may be looking as outdated as one of those 90’s Internet ads …
According to Nielsen, with over 15 million Australians owning smartphones, time on mobile devices (43%) is now higher than time spent on desktop computers (39%). Nielsen also found that 35% of Australian’s dedicate time to social media, with entertainment (excluding gaming) next at 16%. Mobile is now the leading device used by Australians when accessing entertainment, information and social apps.
When you play music during exercise, there’s a good chance it’s upbeat in lyrics and tempo. The psychology behind this is relatively straightforward. Music lights up areas of your brain that cause you to feel emotions, depending on the memories, feelings and new experiences you have with a certain song. Music has the ability to make you feel the high of highs and even the low of lows, which makes it an important, powerful tool for customer engagement.
Branded entertainment is the process of combining a brand’s marketing strategy with entertainment, and is also known in the marketing world as "advertainment". This new marketing has been used again and again in movies, to the point where it began to look something like this:
The effects of music on a brand has been explored widely and applied successfully by companies like Converse, Coca Cola, Marriott Hotel and even Wendy’s. Companies are able to speak to a great number of individuals instantly, and without seeming to be marketing at all, thanks to the power of music. Music has proven to be a beneficial tool for these companies in an effort to increase customer engagement and build their brand.