Loyalty in the pocket - Why winning the hearts and minds of your customers matters more than ever
Published on 22 Feb 2013
Customer loyalty and maximizing customer lifetime value has long been the aim of every marketer. Old adages that 80% of your revenue comes from 20% of your customers and that it costs 5-10X more to acquire a new customer than to keep an existing one, keep loyalty front-and-center on the mind of every marketer. On mobile, the importance of customer loyalty is even more amplified. You can now be in the hands of your most valuable customers 24X7, and a brand in the hand means revenue in the pocket.
With a backdrop of massive mobile device adoption and consumers time spent with apps beginning to rival time spent watching TV, we believe that the new continuum of customer loyalty is measured by who downloads your app, who opts in for push messaging and who agrees to share their location with you. This potent combination of apps+push+location creates the most dynamic, engaging and insightful owned media channel ever know, with amazing opportunities to reach them any time and any place. But the bar for relevancy, service and real value has also never been higher. Treat them wrong and they will tune you out. Treat them right and they will become your biggest cheerleaders. In our second session at Mobile Saturday at SXSW, we’ll dive into mobile loyalty with some today’s top innovators discussing how to deliver amazing experiences and keep your brands always near and dear.
Michael Griffith, Director of Strategy & Creative, Bottle Rocket Apps
Michael has been designing new media for 20 years and believes brands live in the minds of the beholder and are shaped through interaction.
Dana Kruse, Category Manager - Mobile, Digital Ventures, Starbucks Coffee Company
Dana leads Starbucks’ mobile products and platforms team, and manages the Starbucks portfolio of mobile applications with responsibility for leading mobile innovation for Starbucks customers by delivering on customer desires through the lens of user centered design principals.
Tina Prause, Senior Director, Mobile Products, World Wrestling EntertainmentTina leads mobile for World Wrestling Entertainment developing award-winning mobile products and crafting business strategies across multiple brands and platforms, including mobile apps and web sites, SMS programs, mobile integrations with television broadcasts and global live events.
Brent Hieggelke, CMO, Urban Airship
Brent has spent a decade helping brands optimize digital marketing initiatives at WebTrends, TouchClarity and Omniture, and is now leading the charge for marketing’s seismic shift to mobile loyalty.