The Mobile Relationship Management Framework

Mobile devices are very personal, so if you’re going to market on a mobile phone it must be personalized. You need to understand who your customers are – what they like and don’t like – and use that intelligence to send mobile experiences that matter.

Mobile relationship management (MRM) enables marketers to personalize at scale across millions of customers. This emerging approach is dependent on, and fueled by, technology. This technology is the glue that brings together strategy, execution, and data to deliver personalized mobile experiences throughout the customer journey – from awareness and engagement, to transaction and loyalty. Our work in the field of MRM during the last few years has led us to establish a comprehensive framework that helps marketers successfully achieve next-level mobile marketing.

Technology. At the core of MRM is technology. True MRM platforms should encompass the full set of mobile marketing programs. For example, you should be using your MRM platform to manage your mobile messaging campaigns (e.g., SMS/text, MMS, QR codes, push), to create and deliver high-impact, post-click engagements, and to manage all of your mobile wallet campaigns leveraging Apple Passbook and Google Wallet. Your MRM platform should also allow you to segment, target and personalize every experience you deliver to your customers on their mobile phones.

Strategy. To achieve next-level mobile marketing, you need to integrate your mobile strategy into your overall marketing mix. Mobile should complement and work in concert with your other marketing channels such as email, search, display, direct mail, advertising, in-store and social media. Additionally, it is important to define your objectives, establish key performance indicators (KPIs) and build a long-term plan.

Execution. Once your strategy and technology is in place, it is time to execute. At Vibes, we have worked with a number of marketers to establish a mobile marketing maturity model. Each phase has a distinct set of activities that describe where a marketer falls along the maturity curve with their mobile marketing programs. It is really important to gauge where you are and where you want to go.

Data. If you have a great strategy in place and are successfully executing mobile marketing programs, you are collecting an incredible amount of data. You can leverage this data all along the customer journey to drive engagement with your customers through personalized mobile experiences. Linking your mobile database to your CRM system gives you access to the data you need to deliver true one-to-one marketing in mobile.

When executed properly, MRM helps marketers build deeper customer relationships, drive foot traffic, increase average order value and increase lifetime customer value.

MRM – A Historical Glance

It is exciting that the term “mobile relationship management” has caught on in the industry in recent months. This term is now commonly used at mobile industry conferences and found on many mobile technology vendors’ websites. We started talking about MRM in early 2011 and it has been great to watch it take hold. Below are a few of our favorite “MRM moments” from the past few years.

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