Mobile Marketing and Integrating CRM Systems

By Ryan Desmind | Dec 04, 2017

The mobile phone has long been deemed by marketing strategists as one of the most direct and personal avenues to market a product. With smart phones and tablets making a major impact on how we gain information, think, and act, mobile marketing is THE ultimate frontier for companies to dominate and capture the attention of potential customers. With the right analysis, sales executives have been trying to break new ground in the mobile app stratosphere to establish a sound CRM system that actually provides quantifiable results.

Here are some of the advantages associated with marketing through the mobile phone.

  • Enhance productivity, facilitating additional time for person to person sales

  • Speed up the decision making process and collaborate in real time with instant accessibility to pertinent information

  • Stepping up profit generation via refined sales management

  • Growing order size and achieving customer satisfaction consistently through the identification of up-sell and cross-sell potential

  • Fortifying sales in the field with access to customer insights along with the power to simultaneously generate quotes and make customized discounts

  • Enhance the return on investment in CRM with increased mobile usage

Challenges of Integrating CRM into a Mobile Campaign

Despite the fact that most brands are waking up to the dynamics of a mobile platform when it comes to implementing a CRM strategy, there are actually quite a lot of challenges to implementing a mobile CRM plan with the kind of results you would hope to achieve. The most significant hurdle is presented in the fact that mobile information is more or less siloed, the general playing field is a bit complex, and of course, there is a significant investment behind developing a solid strategy. It is a good thing that these issues are being addressed as we speak, but it would definitely take some time to even out the issues and provide a level playing field for companies to make the most of this exciting opportunity.

Most brands are eager to implement a CRM through mobile platforms owing to the fact that mobile marketing involves a great deal of personalization. In addition, the level of personal interaction with the brand is helping to generate a highly positive image of the brand in front of their target audience.

Here are some basic concepts based on which CRM can be adopted for a mobile platform:

There are plenty of examples that illustrate mobile subscription sign-ups on web pages, such as ABC Text Appeal. Applications such as these have been consistently successful at converting web visitors to mobile subscribers. They can easily be enhanced by combining metadata collecting radio buttons. Though it does take some additional time for users to provide some extra info, it is very small. What you have as a result of this exercise is some very useful data that you can use for identifying and working on your target audience.

If you are not interested in converting mobile sign ups to a web page, you can achieve this aim through an out and out SMS message pattern utilizing a concept that popular beverage businesses use for their online ventures. Take the example of the popular campaign by Budweiser. In this campaign, the users are required to provide their date of birth prior to viewing content from the Budweiser site. Utilizing the same technique in a text message pattern, you can collect valuable meta data to verify the age of a potential customer. This ensures that you have the knowledge of the kind of users interacting with your website, thus helping you to improve your communication and marketing strategies to achieve maximum efficiency.

Integration of Customer Responses in Individual Profiles

This concept can be implemented at the personal or enterprise level. Regardless of the level, the priority should be on creating unique buckets for the various responses to your marketing plans. To take the pain out of the transition, you can start from a broad categorization and segment info thereon.

To get a picture, you could use an example of a two-month marketing campaign for a newly opened restaurant in your neighborhood. The broad categories to create in the first month could be something such as the first month texters against the second month texters. The classification could also be designed as something like people who text for breakfast against those who text for dinner. You could then categorize further as texters in the first hour of breakfast or people who text several times in a day.

From a macro perspective, you could gain info on how and when your campaign works best in a day. At the personal level, you gain insight into who the first set of people were who participated in the campaign or even what they like to eat. With the passage of time, you can accumulate more data and analyze it to gain a clear understanding of how you can target a certain group of customers and make more profits. You could run your campaigns for just dinner or just in the first month to give your campaign a certain “exclusive member” feel. Whatever concept you play out, you are just going to get better at implementing your CRM program through a mobile platform.

Make the Most of Your Mobile CRM by Integrating It with Your Email CRM Process

To implement the integration of your SMS campaign with your mail CRM, you would be required to identify a common ground to map the data between the two platforms. You could do this with an SMS program focused on collecting email IDs. You could also ask for mobile numbers from potential customers when they request to be added on an alert list.

You stand to gain immensely from linking the two platforms. The best thing about this is that you already have a lot of info from years of marketing through email, so you have a head start when it comes to implementing your mobile CRM. The info you collect through the mobile CRM campaign can be added to your email CRM and updated on both ends. From here on, the possibilities are endless for integrating with social media marketing runs.

The above mentioned points are just a stark outline of the things you could do to integrate your CRM campaign into a mobile platform. The key to success lies in keeping the following points in perspective:

  1. Implement a concept that draws in mobile users.

  2. Interact with your audience instead of delivering boring messages.

  3. Make use of multiple channels of communication.

  4. Repeat your process to achieve maximum output from your efforts.

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