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FIGARODIGITAL.CO.UK


MARISE TRESEDER


Head Of Marketing, Zeta Interactive


About The Give-And-Take Marise Treseder, head of marketing at Zeta Interactive, looks at Tesco Mobile’s new advertising model.


Tesco Mobile Xtras: It’s All


Mobile paves the way for brands to take their relationships with customers to a new level of intimacy. As a portal that has the potential to lead brands right into people’s pockets, it’s no surprise that marketers are keen to tap into its unique opportunities. Not only does mobile enable


brands to target customers anywhere, at any time, it also exposes marketers to rich insights that they wouldn’t be able to access elsewhere. This can be anything from learning more about consumers’ shopping habits, preferences and lifestyles to a more granular understanding of their circumstances and mindset when they are engaging on mobile devices. But, as with any relationship,


success relies upon a degree of give-and-take – what you might call a ‘data value exchange’. Tesco Mobile’s new quid pro quo off er of money off in return for ads viewed is an innovative example of a brand taking this concept to the next level.


Give to Get


From July, Tesco Mobile customers could shave money off their phone bills in return for agreeing to view advertising on their home screen. In exchange for £3 off their


monthly bills, customers who subscribe to the service will see personalised ads, off ers and content. Using Tinder-like functionality, they could swipe left to simply dismiss the ads, or click to see more information. This ticks the personalisation box


but, perhaps more importantly, it puts the consumer in the driving seat, enabling them to choose how and when they want to engage with the brand. This means they can enjoy the benefi ts of the transaction on their terms without it feeling intrusive or unwelcome.


With ad blocking on the rise, the


off er of a clear monetary reward makes Tesco Mobile’s model an innovative new way for brands to engage with customers who may previously have been resistant to mobile advertising.


It is inevitable that businesses will


look to follow Tesco Mobile’s lead to fi nd innovative ways to make their customers feel like they are getting something back from brands on mobile.


Always Give Something Back


There is a wealth of information to be gathered at every stage along the customer journey. From where and when initial browsing begins all the way through to the point of transaction – and beyond – brands can build a 360 degree understanding of the customer. Brands that want to create truly


successful mobile marketing campaigns must use the information collected not just for their own benefi t, but crucially to add value to the customer experience as well.


Transparency is Key At the centre of any good relationship


There’s no question that most of us are joined at the hip to our mobiles, but it’s easy to become focused solely on how to reach consumers through this device alone and neglect other critical channels. Businesses need to be wary of placing too much emphasis on ‘mobile fi rst’, and think smartly about where mobile engagement fi ts into the overall marketing mix. A cross device approach is key to ensuring that the customer experience is as seamless as possible, ultimately increasing conversion rates. Most importantly, mobile should be used as a listening device or an ‘early alert system’ for brands. By interacting and feeding back their preferences, customers generate ‘moments of insight’ that allow brands to target them in a more intimate way – across every channel. Today’s empowered and time-


poor customer must see direct and tangible benefi ts – in some cases perhaps even fi nancial – if they are going to give brands permission to get up close and personal on mobile.


zetainteractive.com


is trust. Customers need to understand exactly what they are signing up to, what a brand will do with their data and how this will benefi t them personally. But a perceived lack of transparency about how data is used has left some consumers reluctant to divulge anything that doesn’t immediately enhance their engagement with a brand. To build this trust, companies must


be able to show they are using data appropriately and eff ectively. And for the customer who for too long has been targeted by irrelevant content, increased personalisation is the biggest pay off for sharing their data.


It’s Not All About Mobile


22 issue 28 summer 2016


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