Leading Digital Engagement Strategy Driven by Mobile – IBM Case Study
Article Synopsis :
Major telecom advancements combined with ubiquitous connectivity make mobile the primary point of contact with a growing number of brands. Mobile should no longer be viewed as a supplementary component of your digital marketing strategy.
IBM’s Case Study Paper “Create an Industry Leading Digital Engagement Strategy Driven by Mobile”, discusses why and how mobile takes a primary role when it comes to engaging customers and enhancing their experience. Specifically the paper explores how Security First Insurance, a Florida-domiciled home insurer, transformed their digital engagement strategy unifying user experience across all platforms and devices through three unique solutions delivering a 140% increase in digital payments, a 35% increase in conversion rates, as well as other forms of value to customers.
Learning from Security First Insurance, the paper makes following suggestions to gain an edge with respect to post-transformation value creation:
- Don’t Stop at Improving Your Existing Brand Interactions, Add New Ones – Knowing where to start is the critical first step of any digital transformation.
- Empathy Mapping Adds Brand Interactions – Value beyond core offerings is where loyalty lives.
- Give it Away for Free to See Loyalty in Return – Make your valuable assets freely available to attract new customers and extend brand reach.
- Right Tool for the Right Task – Seek to understand the consumer mindset and behavior at each phase of the journey and take time to find creative, meaningful ways to interact and become more relevant.
The authors suggest effective content strategies driving engagement focus on developing concise, authentic, on-brand content that is contextually relevant and tailored to the user and the devices and channels they’re using. A step-wise content distribution approach follows:
- Map content to the consumer journey
- Tailor messaging to align with personas, behaviors and motivations
- Refine content based on channel
- Make content adaptive to the device
- Think of your content in layers of relevancy
- Develop an editorial strategy to guide content
- Optimize and evaluate
Mobile users behave differently than desktop users. Their desires are more targeted and they want to spend less time achieving targeted tasks. Employing the proper metrics geared to mobile usage specifically is key to determining the real success or failure of any mobile initiative.
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Digital Insurer's CommentsWe typically shy away from articles such as this where one vendor (in this case IBM) touts their success with a customer. But mobile is a vital area and there’s a lot of good generic information here to help executives view mobile in its larger strategic context.
Grabbing market share is a function of connecting with customers on the mobile device, delivering transparent, seamless and fast interactions.
As most customers own more than one device, and they expect a common experience across all of them, it’s on carriers—especially those targeting millennials—to deliver a unified digital experience.
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