by Benson Agoha | Business
How much are you taking advantage of the mobile transition to boost consumers awareness of your product or brand?
How much are you taking advantage of the mobile transition to boost consumers awareness of your product or brand?
With miniaturization increasingly perfecting on daily basis, businesses that have not embraced the transition will be left behind. Mobile marketing is simply revolutionary and businesses taking their customers seriously must embrace it.
One chain that is embracing it is Dunkin' Donuts - the savoury pastry makers that offer coloured donuts, coffee and more. Their Woolwich restaurant was opened in June 2014. A year later, they are settling down and retaining loyal customers.
But it is in America that Dunkin’ Donuts is making the most of mobile marketing. It is not surprising because it originated in the States and naturally has many of its branches there.
John Costello is in charge of Global Marketing and Innovation for the Dunkin’ Brands. He spoke to of the MarkeetingSherp Blog at a marketing event about how he ensures that his brands take advantage of the mobile revolution to reach their customers.
He said because of how mobile can infiltrate every aspect of the relationship between the company and their customers, it was perfect for Dunkin'.
And with a catchy phrase such as ‘America Runs on Dunkin’, the maker of sweet savouries say their message is more than just a slogan and infiltrates every aspect of their brand to customer relationship.
He said because of how mobile can infiltrate every aspect of the relationship between the company and their customers, it was perfect for Dunkin'.
And with a catchy phrase such as ‘America Runs on Dunkin’, the maker of sweet savouries say their message is more than just a slogan and infiltrates every aspect of their brand to customer relationship.
“mobile has really evolved from a small phone to a smart phone to a hand-help computer, to really, the remote control for your life” Costello said
With mobile’s transition to becoming an essential part of consumers’ lives, Dunkin’ decided to put mobile front and center in its marketing strategies. And that decision goes back to being customer-focused, John said.
“It’s very easy to get caught up in the technology, but what we really do is talk to our guests and ask them what they want,” he said.
This customer-first perspective went into building Dunkin’s mobile app, and although the technology is described as world-class, “it all flows from the customer,” John said.
He told of a store locator, which is a critical point of functionality for a customer on the go, and he said, keeping this travelling customer in mind, Dunkin’ fostered a partnership with Waze, a navigation application, so that customers can easily include a Dunkin’ stop into their trip.
The Dunkin App is also featured in other languages: “We were also one of the first to offer our app in both English and Spanish. So we really are very customer-driven, and I think is a key point. While it’s very easy to get caught up in the technology, we’re very focused on the consumer and DD Perks Loyalty Program,” John said.
Dunkin' Donuts has other attractions, including a Loyalty Program which is built into the mobile app.
“The Dunkin’ Perks Program is a great way for us to get to know our customers better throughout the country and make sure we’re providing them with the most relevant information and offers, based on how they like to use Dunkin’,” he said.
The Dunkin’ Perks Loyalty Program is built into the mobile app and is a great way for customers &– either in expansion areas or strongholds like New England &– to interact with the brand and for the brand to have a conversation with them.
It’s very important, John said, to integrate mobile with all other marketing aspects and provide customers with a seamless experience across all touchpoints.
By putting Dunkin’ onto customer’s phones in the most user-friendly way possible, the objective is to integrate the brand and its products into customers’ daily lives.
“I think that mobile has the potential to take one-to-one marketing to scale. So what we’re trying to do is build personal relationships, and it requires a different kind of marketing. It’s more of a dialogue than it is pushing out,” John said.
The Dunkin’ Perks Loyalty Program is built into the mobile app and is a great way for customers &– either in expansion areas or strongholds like New England &– to interact with the brand and for the brand to have a conversation with them.
It’s very important, John said, to integrate mobile with all other marketing aspects and provide customers with a seamless experience across all touchpoints.
By putting Dunkin’ onto customer’s phones in the most user-friendly way possible, the objective is to integrate the brand and its products into customers’ daily lives.
“I think that mobile has the potential to take one-to-one marketing to scale. So what we’re trying to do is build personal relationships, and it requires a different kind of marketing. It’s more of a dialogue than it is pushing out,” John said.
* Courtesy of MMA Smartbriefs
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