The lesson from this minute and half
purchase remains with me two months
later. Getting a succinct understanding
of a customer’s digital body language isn’t
just going to help the sales team, it also
helps the business save money. Instead
of giving the 25% discount to a customer
who completely thought through their
purchase, they gave it to a customer who
would ideally take advantage of it quickly.
This means more money for the business
now.
Many organizations are collecting data
and storing it in data banks to be used
for specific brand or product campaigns.
Rewards are targeted at the big spenders
and loyalty programmes designed for
premium customers. These are retention
strategies for fish that are already in the
net. As marketing and sales professionals,
it comes down to increasing market share
- netting more fish.
You are not just giving discounts to all
customers, some who do not need them or
customers who will reap the discount when
both the customer and business are facing
financial challenges, you are extending
a discount to a customer who has the
potential to increase their purchase quota
and can also make the decision to do so
quickly. This approach kills dead leads and
moving on quicker enables you focus on
other interested prospects. These young men selling shoes have
probably never been to a marketing class,
but they could know and understand better
what mobile marketing and ‘always on’
marketing is about. Mobile transactions
and interactions are fleeting. They
change every second. How can we take
advantage of the here and now? Why are
you monitoring traffic on your page and
webpage? Why should you look at your
competitors? How can I take advantage of
the speed that mobile convergence offers
to make a sale and retain a customer?
We have said over the years and learnt
that non-verbal cues communicate just
as much as spoken word. Understanding
digital body language can help many
organizations learn what their prospects
actually want before they even connect,
enabling them to deliver even more value
once they do. Mobile technology allows us
to do this easily, quickly and efficiently. As trained, experienced and accredited
marketing professionals, we have long
believed in the key activations based on a
rigid, planned calendar that are targeted to
fluid customers. We must begin to get in
sync with the digital body language of our
customers and work our online strategies
around the drastic shifts in consumer
demand.
Generation Z is taking up market share
of big organizations that are busy meeting
in boardrooms and rolling out strategies
worth millions of shillings. The key is
having the technological ability to adapt
swiftly and the understanding of evolving
concepts that are driving purchase
decisions.
We have developed words like artificial
intelligence, data mining, data tracking
that we need to really begin to understand
and use to the advantage of business.
Small and medium size businesses taking
advantage of digital commerce are winning
over customers from larger corporates
through a good understanding of digital
body language and use of mobile apps to
drive sales and make good money.
We need to take a new look at mobile
and what it can offer us in the space of
AI, KYC and business growth. Interesting
times we live in!
Diana Obath is a seasoned Public
Relations and Communications
Specialist. You can commune with
her on this or related issues via mail
on: [email protected].