MAY - JUNE 2025CIOAPPLICATIONS.COM4October 2020CIOAPPLICATIONS.COM 21Why Mobile Marketing Represents a New Era of Digital MarketingMobile marketing also enables marketers to implement data-driven strategies by collecting and segmenting users' information digitally. This, in turn, enhances the ability of customers to interact with the business digitally and vice-versa.Executing a Mobile Marketing StrategyThere are several different ways to execute a mobile marketing strategy. These include app-based and in-game mobile marketing, QR codes, mobile search ads and image ads, SMS- (or text) based mobile marketing, and location-based marketing.The latter strategy is especially effective for many businesses today. For example, a retailer or restaurant can send coupons or other offers to people as they are walking or driving near their location. Or here in the banking industry, we can send customized offers on mobile devicesto consumers or business leaders who happen to be near one of our branch locations.Looking ahead, voice and visual search (think Alexa and Google Home) are two of the biggest technology advancements that I believe will affect mobile marketing going forward. Augmented reality (or AR) is another one. In the banking industry, for example, some bank branches have opened that aren't staffed with any human beings. Instead, customers use their mobile devices to interact digitally with virtual bankers.Mobile Marketing Isn't Just for MillennialsThere's a misconception among some marketers that younger demographics (like millennials) are the main ones they should be targeting with their mobile marketing initiatives. But in the banking industry, mobile usage is spread across all customer demographics. Banking customers of all demographic categories appreciate the convenience of being able to access core banking services on their mobile devices.For example, most mobile responsive banking websites allow customers to check personal account details, shop for new products and services, apply for a business loan or line of credit or even get directly in touch with a banker using a mobile device. Not only does this make banking more convenient for our customers and prospects, but it also enables us to fully track and report our digital business results and ROI.By taking a data-driven approach, we've been able to provide a highly tailored mobile banking and mobile marketing user experiencefor our customers and prospects alike. For example, we can track how customers are interacting with our advertising and using our mobile website in order to send them personalized offers and promotions that they're more likely to engage with. We take a bundled services approach to our mobile marketing initiatives, creating personas and customer journey maps that help ensure a top-notch customer experience. Higher mobile engagement by our customers also drives more website traffic, social media interaction and in-branch activity.Looking Ahead: Mobile Marketing in a Post-COVID-19 WorldLike many businesses, our bank has experienced a huge uptick in mobile engagement during the COVID-19 pandemic. This reinforces my belief that mobile marketing and engagement are among the most important keys to insulating businesses from economic downturns and other major disruptions in the future and ensuring business continuity.With our robust mobile and online presence, we're always open. Customers are going to demand this kind of 24/7/365 access to companies they do business with in the post-COVID-19 world -- in fact, many already do.Focus on the Customer ExperienceFinally, remember that as important as fancy "bells and whistles" are, mobile marketing is really all about the customer experience.We are thoughtful in our approach and take special care to consider every click and scroll users must make to interact with us online or on a mobile device. As you design your mobile marketing initiatives, do so through the eyes of your customers. This is the best way to make sure you achieve the business results you're looking for -- whether this is boosting new customer acquisition, reducing customer churn, increasing customer engagement or some other objective.Kyle Keith is the SVP, Director of Digital Business& Marketing Technology, for Cadence Bank. LISA BOWEN, VICE PRESIDENT OF MARKETING, PHARMERICACXO InsightscXo insightsWhy Invest in the Customer Experience?any companies today rely on a number of third-party vendors to assist in delivering its products and services to customers, like contracted logistics businesses. These vendors are often the face of the company. But reliance on outsiders can pose a challenge: customer service issues sometimes get lost between the vendor and the company.Even when feedback makes it to the company, it is not always timely ­ delays that can impact a company's ability to follow up with customers promptly. For companies that want to amplify the Voice of the Customer to the point where the customer feels heard, that' is where a Customer Experience program can help.At PharMerica, we want a customer's feedback to take it to the highest level it needs to go in order to get resolved, quickly. So we began to develop a system for early detection of issues.A Data-Driven JourneyThe best place to begin is at ground zero. Start by collecting data from each stage of the customer journey through the use of surveys. These can be pulse surveys, phone surveys, and pop-up or always-on online surveys ­ whatever strategy will best enable an organization to gauge how well its service level is meeting expectations, identify opportunities for improvement, and give the customer the chance to feel heard.This measurement phase is essential to identify where a company should take action and implement changes. For example, at PharMerica we learned that delivery, communication and timeliness were top areas of concern. Using data and quantifying the issues customers raise enables an operation to prioritize and aids in decision- making about where to invest its efforts, specifically in areas that are most important to customers.For example, if only one survey respondent mentions software needs to be upgraded to provide better service, that is very different than if 10% of those surveyed say the software is outdated, which would give the team justification to make a request for an upgrade to senior leadership.Moving the DialBy focusing on the Customer Experience, a company is best able to find out and implement changes that will most positively affect its Mcustomers and, hopefully, move the dial. And even though you may set out to enhance your Net Promoter Score, be aware that it is not a siloed marketing-only effort. IT, Customer Service, and Account Management are just some of the teams that will need to be pulled in. And the mostimportant partner? Senior leadership. They are critical to not only secure funding but buy-in as well.A Customer Experience program has to come from the top down. Leadership has to be aware that there are problems they may not know about, approach them without bias or defensiveness, and enable the team to quickly take care of customers and ensure their needs are met.The Result?With a data-driven Customer Experience program, an organization can be more responsive to customer needs, which, in turn, can drive retention and new business. Creating more, faster and better ways for customers to share feedback about their interactions with us is a top priority for PharMerica ­ and is essential to our reputation in the market.In our industry, word of mouth is very powerful. By using our Customer Experience program to enhance our service delivery, our customers will let others know. That can have a big influence on a prospect's decision to purchase, and growth is how we will ultimately measure the success of the program.Along the way, we have learned some important lessons:· Spend the necessary time on fact finding before you start implementing changes· Be realistic and do not put too much pressure on the front end for mind blowing results or you risk setting yourself up for failure· Make sure the person leading the effort is incredibly passionate, flexible and willing to fail and still be excited to move forward with the effort CONTENTSIN MY VIEWCOVER STORYLast wordKYLE KEITH, VICE PRESIDENT, DIGITAL MARKETING MANAGER, CADENCE BANK, N.A.LISA BOWEN, VICE PRESIDENT OF MARKETING,PHARMERICAWHY MOBILE MARKETING REPRESENTS ANEW ERA OF DIGITAL MARKETINGWHY INVEST IN THE CUSTOMEREXPERIENCE?300812APPIAN PUSHING THE ENVELOPE OF SOFTWARE DEVELOPMENTMatt Calkins, Founder and CEOProcess Orchestration Platform of the Year 2025
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