Categoria: Social, Media, Mobile

Usare la tecnologia per coinvolgere i clienti

su da Gian Carlo Mocciin Marketing, Loyalty, Social, Media, MobileLascia un commento

AICEX: le tecniche di coinvolgimento dei clienti sono sempre più innovative e puntano sempre più al real time. Un esempio di implementazione di Jet Blue, famosa compagnia aerea low cost americana, che dimostra come il futuro di engagement e loyalty stiano cambiando.

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With more than 100 people in the audience, Jerry Filipiak, CEO of Comarch Inc., delivered a powerful presentation at GSummit 2014. Filipiak detailed the importance of real-time engagement, sharing the results of an implementation with JetBlue before giving the audience insight as to how Internet of Things (IoT) technology stands to change the future of loyalty and engagement.

Context is Key 

When developing TrueBlue Badges, a social-engagement extension of JetBlue’s loyalty program, JetBlue wanted a tool to connect to its members and promote its brand in social channels. Contextual communication was most important for JetBlue, as the airline wanted to make sure that its members were truly engaged and delivered a unique experience. “Context is key,” said Filipiak. “The more context you put in front of users, the more engaged they will be.” The emphasis on context is apparent when examining the Badges program. The main feature of member profiles is an interactive map that contextualizes the personal journeys of each user by keeping track of where they’ve traveled, what destinations have earned them badges and how their progress matches up with the ranks of others. When users share their Badges progress in social media – which they are encouraged to do, with the incentive of badges and extra points – a real-time picture of their own unique map is automatically sent along with a link to their profile, further showcasing the contextual engagement of the program.

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Comprendere la mobile experience aiuta a costruire app migliori?

su da Gian Carlo Mocciin Digital, Design, UX, Marketing, Loyalty, Social, Media, MobileLascia un commento

Nota Aicex: la mobile experience impatta drasticamente sul livello di apprezzamento delle app. Cosa rende una applicazione mobile una app da 5 stelle?

I have had the opportunity to apply my knowledge about customer loyalty/experience measurement in the area of mobile application development/testing. Today’s post is about what makes a 5-star mobile app.

A 5-Star Rating is the Goal

The 5-star rating scale has become the default mobile app criterion in mobile app stores. In a global survey of mobile savvy users, Mob4Hire, a mobile market research and testing firm, found that  mobile app users, on average, need to see at least a 4-star rating (out of 5 stars) before they download/purchase mobile applications. The bottom line is that mobile apps with higher star ratings are more likely to be downloaded compared to mobile apps with lower star ratings. Mobile users who give a mobile app a 4-star or 5-star rating are also more likely to 1) continue using the app, 2) recommend the app to their friends, 3) download other apps from the same developer and 4) use other competing apps less than users who give a mobile app a 1-star or 2-star ratings. Maximizing the star ratings of a mobile app needs to be the goal of all mobile app developers.

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Le 4 cose che il Digital Marketing sta dimenticando

su da Gian Carlo Mocciin Social, Media, MobileLascia un commento
NOTA AICEX: Un aiuto per non perdersi è tenere sempre a mente i fondamentali: perchè ? come ? dove ? quando ? chi ?
purple 4 hands

 By: 

Posted: July 1, 2014 | Modern Marketing

Today, the distinction between offline and digital marketing has become practically irrelevant. “Offline” marketing like TV and radio ads are likely to spark activity online (say Twitter, Facebook and Google+) which means that a well-executed radio ad could have a significant, if indirect, impact on your SEO. It also means that marketing has become so multi-channel and integrated that making a distinction is not only pointless – it’s restrictive.

The key to getting your marketing right is to understand the relationship between each different marketing channel and how each one can complement the other. While every situation, website and industry is different, there are four concepts that digital marketers often miss. Continua a leggere “Le 4 cose che il Digital Marketing sta dimenticando” →

Essere vincenti nei ‘Mobile Moments’ dei tuoi Clienti

su da Gian Carlo Mocciin Marketing, Loyalty, Social, Media, MobileLascia un commento

NOTA AICEX: Oramai le tecnologie Mobili sono talmente diffuse che incerti ambiti si potrebbero fare customer journey esclusivamente basate sui “Mobile  touch points”. Colossi come Starbucks hanno Dieci Milioni di Clienti che utilizzano le loro Mobile App. 

Globally, consumers will own more than six billion mobile phones by the end of 2014, and about two billion of them will be smartphones. With this penetration comes the mobile mind shift – the expectation to be able to access any information or service on the mobile device, in the moment of need.

What’s more, consumers reach for their mobile phones 100 to 200 times a day. In these mobile moments, they expect companies to understand their context and offer relevancy as well as both curated and streamlined experiences on mobile devices. They want to see if their children are home from school, buy coffee, access coupons, check in for a flight, check stock prices, use Skype to call Singapore, and play Candy Crush. Enterprises must learn how to, and then serve, customers in these mobile moments. Otherwise, they will lose – an entrepreneur like Uber’s Travis Kalanick will disrupt their business just like he did with taxis.

Mobile moments extend all of the way through the customer’s journey.

But while mobile has definitively become the most important digital platform for most companies to engage with their customers, too few enterprises have embraced this opportunity. Too many view the mobile phone as simply a smaller screen or another channel.

Only a few businesses, like Starbucks, have been able to curate and own mobile moments with their customers. More than 10 million customers engage with the coffee chain each week through its mobile payment app. Starbucks owns what we call Loyalty Mobile Moments. For them and others like Citibank, USAA, and United Airlines, they must strive to excel in those moments of truth. Continua a leggere “Essere vincenti nei ‘Mobile Moments’ dei tuoi Clienti” →