Mobile marketing company IMImobile believes networks need to move away from impersonal marketing campaigns.
CEO Jay Patel told Mobile that while operators have access to a lot of customer data, they do not take advantage of this when it comes to marketing.
The business specialises in mobile marketing solutions, using software to help UK networks EE, Vodafone and O2 reduce churn, boost satisfaction and better interact with users. This is done primarily through text messages, Facebook messenger, email and multimedia messages.
Keeping it personal
Patel said that savvier customers and new forms of communication make it all too easy for generic marketing campaigns to fail. In order to cut through the noise, he believes a personal touch is key.
‘A lot of mobile campaigns don’t use data about customers that is relevant’, he said, ‘operators can do that by looking at profile data to improve service but at the moment they’re too generic and it doesn’t cut through the noise. With networks their product set is limited by the fact that they have minutes and voice and music services so their ability to really innovate is based around those product units, but clearly there’s more work they can do.
‘If a customer roams regularly, it won’t matter to them if their network has offers for 100 countries, the reality is they will only care about that one, or handful, of countries they frequent. The operator knows that, they always know where their customers are and so can make a more personalised offer to that user. Personalisation works, it has a much better chance at working then generic brand campaigns. The more specific you make it the better.’
A number of attempts have been made by networks to get closer to customers using different forms of marketing. O2 owner Telefonica most recently partnered with Exterion Media to analyse the behaviour of O2 customers travelling on the London Underground. This followed the collapse of Weve in 2015, a marketing platform originally set up by Vodafone, EE and O2.