Rory Sutherland: Best Use Of Mobile Is Customer Service & Feedback

Topic: Media, Mobile Loyalty | Author: Peggy Anne Salz | Date: August 31, 2011
customer service via mobile

customer service via mobileRory Sutherland, Vice Chairman of Ogilvy Group, a leading integrated advertising and marketing communications agency, challenges the view that mobile is somehow in its infancy and has yet to grow up and compete with the Big Boys (such as online, TV and print) that continue to account for the lion share of advertising spend.

As Rory sees it: the …

Ogilvy’s Rory Sutherland: Mobile Marketing Should Target Moments, Moods

Topic: Media, Mobile Loyalty | Author: Peggy Anne Salz | Date: August 24, 2011
rory sutherland

rory sutherlandHow and why should brands and marketers take advantage of the unique characteristics of mobile to connect with us at the moments we need them most? Rory Sutherland, Vice Chairman of Ogilvy Group, a leading integrated advertising and marketing communications agency, tells why marketers need to think beyond reaching a target audience.

As Rory sees it: The real power …

New Research Underlines Pivotal Importance Of Mobile Payments, Personalization

Topic: Mobile Loyalty | Author: Peggy Anne Salz | Date: August 8, 2011

mobile payment opportunitiesHow do mobile operators across the Asia Pacific region view increasing competition from banks, credit card companies and mobile payments middlemen? What is driving mobile operators to mobile marketing and advertising strategies? Why is personalization a primary focus across mobile operator app stores and storefronts?

These are just a few of the questions examined in the new report Fighting Smart: Using Value-Added Services To Create Lasting Customer Loyalty. The report -- written by MobileGroove and commissioned by Amdocs Interactive -- is based on a survey of 120 telecom executives at major mobile operators across Asia Pacific conducted by market research firm Coleman Parkes.

Mobile Operators: Boost Customer Loyalty, But Do It RIGHT

Topic: Mobile Loyalty, Research | Author: Adhish Kulkarni | Date: July 5, 2011

mobile loyaltyIncreased competition for customers from rival mobile operators, as well as a range of players from across the value chain, has turned up the pressure on telcos to think of new ways to keep prepaid users happy and loyal. Many operators are putting budget into campaigns aimed at increasing loyalty and improving CRM (Customer Relationship Management). But spend alone won't stop churn. Adhish Kulkarni draws from new research to provide telcos practical advice on how operators can get the edge with sharply focused mobile loyalty and CRM programs.

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Mobile operators may be the best marketers of communications services on the planet, but now the time has come for operators to use those same capabilities to communicate more effectively with their customer base. With the majority of the world's mobile subscribers choosing a prepaid tariff, it's imperative that mobile operators develop strategies to reduce churn rates and maximize dwindling margins per user.

Ground Rules For Effective & Engaging Conversational Advertising

Topic: Mobile Loyalty | Author: Lisa Ciangiulli | Date: January 19, 2011

conversational advertisingConversational advertising -- delivering mobile marketing messages to people who have given their permission to receive them in the first place -- is emerging as the ideal way to communicate with consumers.

What's more, this is in tune with the way we live our lives and organize our daily routines in this new social-media-driven world in which we have come to expect (even demand) regular, frequent contact and information on people, things and events that matter to us.

Put another way, we want brands to talk to us (on our terms) and we want to talk back.

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