Perhaps carrots and sticks wouldn’t have been as relevant as an image of beating a dead horse, but effective nonetheless. It is an oversimplification to say, “improve your marketing to attract new customers”, then reiterate spills about relevant content, social media, segmentation, analytics, measurements, etc. Today’s digital marketing is far similar to science and engineering, than the creative landscape of the past.
With hundreds of new tools popping up all the time to continue to strengthen and enhance these strategies, you could quickly find yourself managing multiple databases, checking reports from various online sources all while originating fresh content to deploy across various mediums and simultaneously be developing a brand that will resinate yet facilitate an immediate desire in your audience’s mind to convert.
We’ve learned to better integrate customer data capture across marketing channels (print, radio, TV, outdoor, web, social media, etc). Most have discovered simpler ways to tie all these advertising channels into a single, integrated database from where coupons, promotions, loyalty programs are directed toward customers.
Marketers and businesses that currently keep their customer data in several, separate silos reduce overall marketing ROI. Individual or independent restaurant owners can use these same inexpensive strategies to attract new customers and improve profitability.
Personalization Using Customer Data
Let’s use the Food Service Industry as an example. A market research firm determined that U.S. restaurant industry visits declined from 62.7 billion in 2008 to 60.6 billion in 2011 and independent restaurants accounted for 87% (2 billion) of these traffic losses. During this time 7,000 independent restaurants closed. While a 2012 poll reported consumers planned on dining out less often.
An interesting fact is that the major restaurant chains increased market share during this time frame. So what are they doing to attract and retain customers?
Marketing professionals reported that the main way customers decide where to dine comes mostly from word of mouth recommendation. Yet, when it comes to identifying, activating and rewarding those customers there is a lack of information on who these individuals are. Social media makes connecting with current customers or diners outside of the restaurant simpler. However, diners are want more: They want to get up close with who’s in the kitchen. Restaurants that are using mobile marketing are the ones grabbing market share from the smaller, independents.
Exclusive Customer Connection At Your Fingertips
The latest statistics show that around 87% of households have mobile phones and over 32% of mobile users use their mobile device exclusively to access online information. 95% of mobile users will open your messages vs only 5% open your email. Being in their pocket, you can more effectively command their attention, improve overall loyalty and grow revenue.
An often underutilized marketing tool, a custom mobile app, could be the most useful for businesses. Particularly for small to medium sized organizations that lack the resources to successfully manage the complexity that can come from maintaining an effective digital marketing strategy.
If developed correctly a mobile app will own prime real estate on your customer’s mobile device and function as an extension of your service, enhance your brand image and isolate your business from the noise in a competitive online landscape.
Developing a mobile application starts and ends with the user experience and user interface (UX/UI). Unlike other mediums marketers are accustomed to mobile applications evolve slower, often don’t deliver remote content and can become over cumbersome with needed imagery and features.
Speaking directly with a pro mobile app development team, like Riveloper will provide a richer understanding of the scope, capabilities and professional input, to help guide you in deploying an app that maintains a premium status on your customer’s smart phone. Developing a mobile app alone will not achieve the same results and often leads to user deletion or inactivity. Riveloper, provides detailed analytic reporting on downloads, installs, usage and deletion that act as useful analytical metrics that deliver the results you want in formats marketers and business professionals are already familiar with.
Every industry and business is unique. And while there maybe no single marketing plan that is a catchall to grow customers, there are low cost, free, and valuable new tools appearing all the time that marketers can utilize. But for the most personal direct customer experience, nothing comes close to a custom mobile application tailored for your business goals. It’s the nearest neighbor to the stick and carrot that the marketing toolkit can provide.