While SoLoMo (social, local, mobile) strategy has been on the tongues of many marketing gurus this past year, Citi executive and digital network head Richard Char thinks that companies need to go a step further.
Early in 2013, Char spoke at a Mobile Marketer’s Mobile FirstLook conference. The session was appropriately called “Using Big Customer” and Char’s focus was all about moving beyond the confines of a sector-focused strategy and toward greater mobile personalization.
“In the age of pervasiveness, SoLoMo is not a great idea – we have to look beyond that,” said Char. ” Instead of social media, we need to be thinking about the customer as an individual customer – we have to have customer-first targeting.”
What Char is rooting for is a more holistic, analytics-based approach to mobile strategy. It is not enough to simply have a social media presence and develop a mobile solution for customers on the move. Instead, companies need to step back and understand how their users interact with their brand across multiple mobile touchpoints.
Since Char is a Citi executive, his focus naturally lies in the banking sector, where credit card information and merchant sales trends are easy to find. He suggests using this type of data to craft relevant deals and promotions for consumers, instead of creating a general ad that can be shown on any Facebook page. Businesses eager to build real sales should start with the mobile customer, discover the customer’s persona, and then create customized mobile content, delivering it at the right time of day in the right kind of way.
In fact, the personalization strategy goes a step further and suggests that customers should have complete control of their mobile destiny. Businesses should offer an array of mobile touchpoints, from mobile smartphone and tablet sites to apps to landing pages optimized for mobile search. This allows customers to choose how they want to interact with your brand on mobile.
Analytics is naturally key to any sort of demographic-heavy targeting, but businesses also need an adaptable, focused mobile team to make the strategy a success. The recent management team reshuffling created by Citi execs may be an attempt to bring such adaptability to the firm.
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