A Day in the (Mobile) Life of . . .

As emails go mobile, your customers can read them any time and place they wish. This is why you should put desktop thinking aside and follow your customers’ lead by expanding the campaigns with mobile-friendly designs, social networking websites and innovative technologies. Don’t know where to start? The easiest way to reach your customers is to think the way they think and act the way they act.

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Let me introduce you to two ladies, Monica and Amanda. Monica is a customer who loves mobile technologies and uses them in her everyday life.

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Monica

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Amanda is an Internet-savvy marketer who works for a cafe franchise and knows that many of her company’s clients behave just like Monica.

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Amanda

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See how Amanda adapts her campaigns to Monica’s lifestyle — here’s a day in the life of a mobile technology user and a mobile marketing ninja!

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07

Monica: Wake up! Smartphone alarm clock rings.

 

The day starts

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Amanda: Every day is just another day of our mobile marketing activity. Once you realize that companies have increased their Facebook response rate by 143%, you don’t want to fall behind.

 

 

07-30

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Product reviews

Monica: I can hear my Facebook messenger. My friend Anna asks if we could lunch together today. Why not! We check the reviews on Yelp.

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Amanda: We’re up to date with the reviews at Yelp. This is a quick and easy way to get some customer insights and find out what we could work on when it comes to supplies, pricing and customer service. As many as 40% of mobile phone users access social networking websites with their mobile phones.

 

 

08

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Mobile e-booksMonica: Commuting to work. I’m bored, let’s play Angry Birds. Some lady opposite is reading an ebook on her iPhone. She’s blushing… 50 Shades of Grey?

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Amanda: Every month, we send a free ebook to all our subscribers and provide them unique and fun content, e.g. how to make perfect espresso or easy latte art. Next issue is released today: Delicious Muffin For Your Favorite Coffee, with 5 muffin recipes to suit different coffee drinks. Looks neat both on smartphones and tablets. I believe custom content is the future of marketing and it looks like 78% of CMOs agree.

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08-45

Mobile web

 

Monica: Checking what’s the buzz in the big money zone at The Economist mobile webpage. I like their layout, perfectly clear.

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Amanda: Recently, we launched a responsive website with a vertical layout for mobile users. We found out that 81% of users browse the Internet and 77% search using their mobile devices.

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09

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Monica: Got to work. Let’s check in on Foursquare and see who else is around.

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Foursquare

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Amanda: We have a free cookie for everyone who checks in at our cafe. If the customer comes with another person, they both get a 10% discount. You can’t ignore the fact that 50% of all page visits in 2011 were social networking websites.

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10

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Mobile shopping

Monica: It’s my sister’s birthday today! She lives far away, but I want her to know I remember. My favorite florist’s chain has a mobile app, so I order a beautiful selection of tea roses for her.

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Amanda: Our mobile app includes a shopping cart option. You can always go back to the items you wanted to view later. More and more people shop on-line via mobile: 34% of women and 45% of men.

 

 

11

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Monica: Coffee break. My friend sent me an awesome video of cafe staff singing while serving customers. I’m watching it on YouTube mobile while standing in line.

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On-line video

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Amanda: We publish a lot of tutorial videos on our YouTube account, e.g. coffee drinks or latte art tutorials, but sometimes we also release a “behind the scenes” funny footage. Not only our customers enjoy it. 70% of content marketers create online videos.

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12

 

 

 

Twitter

Monica: I retweeted a nice quote from one of my favorite bloggers. A nice bit of food-for-thought.

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Amanda: Every day, there is an occasion to tweet. Not just about the brand or the products. We love to let our customers know about inspiring content we publish or find on other websites. 92% of engagement with brands on Twitter are link clicks.

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13

 

 

 

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Monica: Received a daily newsletter from the Washington Post. I like to keep up to date with the latest news!

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Newsletters

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Amanda: All our newsletters use mobile-friendly layouts. A lot of customers read us on the go. Generally more than 50% of smartphone users read mails on their phones.

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15

 

 

 

Instagram

Monica: Having lunch with Anna at a local burger shop. My God, this looks delicious! Instagram, here it goes!

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Amanda: Professional photo shoots are a must, but we offer a discount for clients who share photos of our products on Instagram. Smartphone cameras are always at hand! Instagram photos not only engage people on a native website, but also while sharing on Twitter and Facebook.

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16

 

 

 

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Monica: Got an SMS from my favorite beauty store. Hey, they have 10% off all makeup! I’ll visit them on my way home.

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SMS shopping

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Amanda: We text our subscribers to make sure not only those who use the web receive our offers on their mobile as consumers read 98% of text messages. We tried different times and afternoon proves to be the best.

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18

 

 

 

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Mobile navigation

Monica: My sister asked to pick her up at the airport. I’m checking the route on Google maps and using my mobile as a navigator.

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Amanda: We added our cafe to Google maps and noticed more and more local clients coming. It’s also easier for us to find local cooperatives. Google Maps usage is 40 percent mobile – that means 150 million mobile users!

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19

 

 

 

Mobile apps

Monica: A friend invited me for a kitchen party. Let’s make a shopping list.

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Amanda: We launched a mobile app for customers to compare, review and purchase our brand products: coffee, cups, gift vouchers and other items. We know it’s important to be available in all mobile spaces. It’s estimated that there will be 56 billion mobile app downloads this year - how amazing is that?

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21

 

 

 

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QR code

Monica: Having great fun! I scanned a QR code on my package of fortune cookies and it said “Listen to your heart and the hearts of others”.

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Amanda: We love QR codes, because they let us post simple messages in a unique and fun way, e.g. on paper coffee mugs. Everyone loves riddle solving or treasure hunting from time to time. QR Codes (6,4% scanned) happen to beat out direct mail (4,4% reactions) in driving response.

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Do you feel inspired by Amanda’s response to Monica’s lifestyle? How do your customers use mobile devices? And what’s your method for generating conversions from their habits? Let us know what you think!

 

  • Haroon Shabbir Ahmed

    Most of use agree that mobile devices have made the world and our life more
    efficient and productive, able to manage more and stay informed.