Watch this webinar now on-demand. Access it for free right here.
Grittner is Senior Director of Loyalty, Strategy and Analytics at Aimia, a global end-to-end loyalty management provider that’s worked with some of the world’s largest brands. He points to the check-in phenomenon that created a bit of a frenzy a few years back.
“It blew up with Foursquare, but I don’t think it ever took off the way that some expected,” says Grittner. “You’ve got to be careful and say, ‘Is this really relevant to what we are trying to offer and what the consumer expects from us? Do we have a brand that people really want to check in with or are we just trying to fit what we have into this new technology that’s emerged?'”
But the shiny penny syndrome is part of a much bigger issue: No company can do everything, particularly as even Fortune 100 companies struggle to keep up with the pace of change in mobile and localization. Apply that to medium- to small-size companies, and the struggle becomes even greater. As we all know, there are new capabilities, new technologies, and new providers emerging all the time.
“The trick Is to focus on the specific needs that your customers have, and that you have in connecting with those customers and use that to guide your strategy and the partners you select,” says Grittner. “It’s a way to narrow your focus and keep your eye on what matters.That way you can stay on top of emerging trends but avoid that shiny penny syndrome — which can become expensive and distracting very quickly.”
So what does that focus look like? For Grittner, it’s about understanding the customer journey — the times, the places, the need states, in which a customer might consider your product or service. It’s also critical to understand the consumer’s decision criteria they use when choosing to engage, and that’s where mobile can be of critical importance — because that’s where factors such as location and proximity can come in big time.
But despite how influential location can be, for many companies it becomes a missed opportunity. When asked what kinds of strategies do brands most often miss or undervalue, Grittner immediately points to the opt-in process, whether that be for turning on location services or for information about the consumer’s preferences and needs.
“If you explain why you want to know, and what you’re going to do with the information — and you can actually show you’re doing something valuable with the information — consumers will be willing to provide more than you’d expect in terms of their habits and preferences,” says Grittner. “It’s a great way to start the relationship on the right foot and ensure it will build over time.”
Notice his emphasis on the ‘start’ of the relationship. He underlines that brands need to be keenly aware this is a journey taken together with the consumer. This is how personalization becomes truly effective.
“Just as you don’t share your most personal details with your friends when you first meet them, the relationship and trust has to build over time. The same thing is true with consumers and marketers. You want to be able to show that you take care of the information folks provide you with early on, give value back to the consumer with that information, and that creates their willingness to share more over time.”
And that leads to the ultimate in mobile personalization. As Grittner says, once you have a sense of how the consumer actually thinks about your product or service, and the ways you can influence their decision, you have the best chance of finding the right opportunity to push the right kind of messaging at the right moment.
Join Grittner and John Koetsier, Mobile Economist at Tune, for this lightning-speed crash course on mobile engagement and personalization — what works and what doesn’t — and learn how mobile offers the best way to build that personal relationship.
What you’ll learn:
- How to use mobile devices to zero in on those tough customers
- Get insight on VB Insight’s latest personalization research
- Hear tips from the top experts in personalization and mobile presence
John Koetsier, Mobile Economist, Tune
Jesse Grittner, Senior Director, Loyalty, Strategy and Analytics, Aimia
Wendy Schuchart, Analyst, VentureBeat
This webinar is sponsored by MoEngage.