Gaining Loyalty for Your Mobile Site
According to Google’s 2012 Our Mobile Planet Smartphone Research report, within the past two years, the number of Google searches on mobile devices has grown by 500 percent! As a result, tech and marketing pundits everywhere are touting 2013 as the “year of mobile”. If you’re like most businesses, you’re probably researching and/or implementing methods for incorporating mobile into your search and marketing strategies. And, as you probably know, mobile marketing requires specific considerations. Consider the following statistics from Equation Research:
- Seventy-four percent of consumers will wait just 5 seconds for a Web page to load on their mobile device before abandoning the site.
- Seventy-one percent of mobile browsers expect Web pages to load almost as quickly or faster as Web pages on their desktop computers.
- The majority of mobile Web users are only willing to retry a website (78 percent) or application (80 percent) two times or less if it does not work initially. One third will go to a competitor’s website instead.
Obviously, patience is not a virtue with mobile customers. Engaging them and keeping them engaged presents a challenge, but like every challenge, includes an opportunity. If you can incorporate the following best practices into your mobile marketing strategies, you can create a following of loyal mobile customers—who then become real, purchasing customers and refer you to their friends. Here are some tips on how to make that happen:
1. Establish a Presence on Mobile Third-Party and Review Sites.Mobile marketing is more than just creating a mobile-friendly website. Establishing a presence on other sites is just as important. Mobile customers may not always come to you directly if they have questions. They may find it easier to do a Web search for answers and information. Make sure you are there, not just to provide support, but to reach new customers who are searching for and comparing product and service information to make a purchasing decision.
2. Respect Your Customers’ Time.
Simplify content and keep it brief so that customers do not have to continuously scroll up, down, left and right; bold the most important content; and ensure text accompanies images and video.
3. Ensure Ease of Customer Service.
Provide an application to empower your customers with convenient mobile account management, support, click-to-call features and the ability to submit support related photos via their smartphone or tablet. As a best practice, no more than three keystrokes should be needed to access the majority of options. Make load time, ease of use and speed a priority in your mobile customer service efforts.
4. Convey meaningful mobile content.
Use SMS alerts and emails sparingly to alert customers about offers, potential or current service problems before complaints go social and to thank customers. Also, recognize personal milestones such as birthdays, purchase anniversaries or other special occasions. This type of proactive communication has been shown to increase customer loyalty, satisfaction, retention and enhance brand reputation.
Headquartered in San Ramon, California, Performance Loyalty Group is a leading marketing technology company providing customized loyalty rewards, customer retention, prepaid maintenance and media tracking programs for the automotive industry.
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