Four Steps to Implement Mobile CRM the Right Way

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Step 4: Fly

Analyze activity across channels. Design campaign tools so that marketers can access segmentation data from any channel to develop content and outreach.

In addition, build an analytics platform to view customer-centric analytics across channels and understand the types of outreach that best activate specific types of customers. View data through the lens of customer-centric metrics such as lifetime value and sales created, as opposed to channel-centric metrics like open and clickthrough rates.

The ubiquity of smartphones has made mobile marketing essential for success in today's business environment. Effective execution, however, requires more than launching creative campaigns. Companies have to integrate mobile data across channels, including SMS, MMS, voice, social, push, Web, apps, wallet and location-based services, as the demand for personalization necessitates a cross-channel approach.

To utilize customer data and develop hyper-targeted mobile content, commonly referred to as "mobile customer relationship management" or "mobile CRM," companies should take a phased, iterative approach. Mobile expert and Waterfall's head of strategy Matt Silk explores how companies can better track success and increase the return on their mobile investment by taking four small steps: Crawl-Walk-Run-Fly.

Best of all, marketers can launch many aspects of the initial phases right away. After developing a solid foundation of easy-to-implement action items, implementation of advanced mobile marketing that maximizes revenue and reduces cost becomes much more tangible.

 

Related Topics : Vulnerabilities and Patches, Resellers, Broadcom, Broadband Services, Supercomputing

 
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