All buyers are not the same; everyone is a slightly different 'shade' of customer when making purchasing decisions. In fact, we think there are as many as 50 Shades of Customer Engagement. If you’re ready to get personal with your mobile marketing, download our 50 Shades presentation. [Editable]

1. 50 Shades of Customer Engagement
The role of mobile marketing apps in collecting
real-time data about your customers.

2. Customers are the Lifeblood
of your Company
• They affect everything from your marketing
strategy and pricing plans to your bottom line.
• The key is to listen to what your customers want,
and deliver what they’re asking for.

3. Real-time Data is Vital
Data helps you draw a rough
sketch of your future
customers.

4. In later stages, it adds depth
and color to that sketch
through better understanding
of what’s working and what
needs to change in your
marketing campaigns.
Real-time Data is Vital

5. Data tells you when it’s time
to rethink the picture you’ve
developed by updating and
iterating on your marketing
materials to better engage
your customers.
Real-time Data is Vital

6. You have to do these three things:
Capture It Listen to It Act On It

7. Mobile apps are a
tool to capture real-time
customer feedback more
easily and efficiently.
What to use…

8. Here are 5 steps for using
mobile apps to capture and
analyze customer data.

9. Primary and Secondary
Market Research
STEP 1

10. Primary research can include:
• Interviews
• Surveys and Questionnaires
• Focus Groups
STEP 1

11. You can break the primary research project
into several phases:
STEP 1

12. Secondary research can include:
• Analyzing the data that has already been
published
• Identifying competitors
• Establishing benchmarks
• Targeting the right segments
STEP 1

13. STEP 1 Takeaway for Marketers
Mobile is everywhere, which gives it
certain power that other research
tools are unable to match. It’s why it
should be an indispensable tool for
collecting real-time data about your
customers.

14. Capture Demographic Data – and
Don’t Forget to Integrate with CRM
STEP 2

15. Capturing demographic data about prospects
and customers is an important building block
in your understanding of what motivates their
purchasing decisions.
STEP 2

16. • Surveys administered through tools
mentioned in Step 1
• Premium services like Data.com (Dun &
Bradstreet), Hoovers, IMS Health, and more
• And of course, mobile technology
STEP 2
There are several ways to capture this
data including:

17. Suzie Blaszkiewicz, content editor for GetApp,
provides an example:
STEP 2
Imagine a customer owning a pair of your
company’s running shoes, along with a health
app that tracks their movement. Knowing that the
shoes will last them 500 miles, and clocking their
mileage at 490, they can be notified of the need
for a new pair, to be delivered (within days) to the
address stored on record. All this, with barely any
human intervention in the process.
“
”

18. In order for this data to be actionable,
successful integration of mobile data with
your CRM system is paramount.
STEP 2

19. STEP 2
A Clear Picture
of Customers
Requires
Complete Data
Integration

20. STEP 2 Takeaway for Marketers
Ensure that you either have a strong
team of developers who can ensure
seamless integration between your
apps and CRM systems, or use an
app-creation platform that offers
built-in integration.

21. Understand your Customer’s
Attitudes and Preferences
STEP 3

22. STEP 3
• Attitudes
• Beliefs
• History
• Behavior
When you have two customers of similar
demographics, attitudinal data will allow you
to further segment them by:

23. Let’s step into a car dealership to see how attitudinal data
would help to shape your client’s marketing approach.
STEP 3

24. The purple one-size-fits-all marketing
approach is common, because it’s easy.
However, it doesn’t allow you to effectively
engage customers by delivering the right
message to them based on their beliefs,
lifestyle, behavior, and activities.
STEP 3

25. STEP 3 Takeaway for Marketers
The key is to track these
interactions your customers are
having through mobile, and marry
that information with the
demographic data you captured in
Step 2.

26. Data-Driven Decisions
STEP 4

27. Just like your target audience needs to receive
the right message at the right time, your internal
decision makers need to receive the right report
at the right time to make your data actionable.
STEP 4

28. STEP 4
Customers are human beings, and human beings
evolve and change. Your team needs to constantly
monitor these preference shifts and react by
iterating your marketing strategies and messaging.
Why is this important?

29. STEP 4
Coca-Cola taught the marketing world an
important lesson about the importance of listening,
and how listening is equal parts science and art.
Thirty years ago...

30. STEP 4
Coke tested their new formula and time and again, it beat both Pepsi
and original Coke. The data was so compelling in favor of new Coke
that the company decided to stop production of the original formula.
A mere three months later, facing a wicked backlash, they switched
back to the original formula.

31. The mistake that Coke made was relying solely on
their data and analytics. What they missed with the
human factor.
STEP 4

32. STEP 4
• Habit
• Nostalgia
• Beliefs
New Coke may have beat old Coke and
Pepsi in taste tests, but people buy soda on
more than taste alone. They are equally
motivated by:

33. STEP 4 Takeaway for Marketers
Get the right reports to your
decision makers at the right time.
Let the data guide you, but don’t
completely remove human instinct
from the marketing decisions that
you make.

34. Execute on Insights
STEP 5

35. Taylor Swift and Apple have a lot to
teach marketers.
STEP 5

36. STEP 5
• In an open letter to Apple, Swift expressed her
concern that artists would not be paid for songs
streamed during the 3-month free trial period of
Apple’s new streaming music service.
• Apple faced a tough decision and ultimately
decided to revise their plan.

37. STEP 5
In just seventeen hours, Apple was able to
make a multiple-hundred-million-dollar
decision. They listened to what the market
was telling them and they were swift to act.
@cue - Jun 21Eddy Cue
We hear you @taylorswift13 and indie
artists. Love, Apple
14K 23K

38. STEP 5
In an era dominated by the ability to listen to
and track customers in real- time through
mobile and social, marketers need to react
and iterate on their marketing strategies and
messages just as quickly.

39. STEP 5 Takeaway for Marketers
Don’t suffer paralysis by analysis.
Mobile marketing success, and
your customers’ expectations,
demand quick
decision making.

40. Summary
If you follow these five key takeaways, you will
be on the road of successfully marketing to your
customers.
Market
Research
Capture
Demographic
Data
Understand
Attitudes
Data-Driven
Decisions
Execute On
Insights

41. Summary
1. Mobile is everywhere, which makes it ideal for gathering real-time
data about your client’s customers.
2. CRM integration is essential for properly leveraging the insights
you’ve gathered.
3. Tracking customer interaction will teach you about their preferences
and make more personalized messages to each customer.
4. Don’t make decisions based solely on data; customers are people,
not a series of data points.
5. Your client’s need to be able to act quickly on the gathered insights
and adapt their messaging as new information comes in.

42. Want to know more?
Read our White Paper for a more in-depth analysis
on the importance of using mobile to gather real-
time customer insights.

43. About Proscape
Proscape has developed a platform, The Marketing App Cloud, which
empowers you to collect and utilize data insights about your customers.
With The Marketing App Cloud you are able to:
• Fully leverage the power of mobile to conduct market research
• Easily manage your data with The Marketing App Cloud’s built-
in CRM integration
• Understand your customer’s attitudes and beliefs by tracking
what content they are viewing in your marketing app
• Generate the right reports for the right people to make the right
decisions
Visit us at proscape.com to learn more.