Today I came across a November 25, 2009 MarketingSherpa.com article titled, “One-Two Campaign Punch Grows Email & Mobile Lists: Segmentation Delivers 40% Lift in CTR” that is a great example of Active Customer Engagement in action. As we have said before, Active Customer Engagement is not so much about mobile as it is targeting consumers “on the go.” In this case, the targeted customers are truly active, as the example cited in the article is for a retailer of sporting goods, bicycles in particular.
Similar to what we described in our Point of View on Active Customer Engagement and this actual customer example, email, web and mobile communications work together as part of a larger effort consisting of media buys supporting a promotion. It isn’t apparent that the retailer had access to a system encapsulating all the components required to configure, execute and measure the program, but you can be certain if it did, ROI would have been greater.
A tidal wave of buzz is building around Active Customer Engagement, as illustrated by another recent article outlining the solution here on the Illinois Technology Association website. Today as well, we were featured in a brief article titled, “Time to market with mobile” at brand-e.biz in which we say the following that gets to the heart of what Active Customer Engagement’s value is all about:
“What should drive mobile marketing investments is a strategy which focuses on the customer experience, what you want to achieve with your customers. Developing ideal mobile paths for your customers to follow to achieve your goals should yield the best results…And in practice this will almost always mean some combination of text message interactions, mobile applications, mobile optimized web and even e-mail.”
