ARCHIVES: This is legacy content from before Marketing Dive acquired Mobile Marketer in early 2017. Some information, such as publication dates, may not have migrated over. Check out the new Marketing Dive site for the latest marketing news.

Why mobile is CRM?s next big enhancer

By Dustin Rideout

Working for an agency that consults for marketers on a mix of traditional CRM and emerging digital strategies, I have noticed our clients lately asking us, "So, what should our mobile strategy be?"

Wow, big question, hey! What an opportunity to pitch a massive, big deep-dive, multilayer, three-year planning session, with smart customer lifecycle lifetime value type-of-thingy.

I think you can anticipate my suggested approach -- let's walk before we run.

I have seen some incredibly innovative mobile advertising campaigns lately -- many I read about here in this publication -- which are achieving some great early results. And this truly is just the beginning.

From a CRM program perspective, the best place to start in mobile is to think about how it can act as an enhancer or extension of a current and proven program approach. Let's examine a few hypothetical cases to illustrate the thought, and what the mobile enhancer might be.

Auto sector and customer renewal
A major focus, if not the focus, for automotive CRM programs is to minimize churn and get customers to repurchase.

There are numerous factors and sophisticated modeling that go into these cycle predictions, especially between lease and purchase customers.

One factor, which is a bit more recent, is how to identify and distribute the right communication to customers who bought an SUV or other heavy fuel consumption vehicles within the last three to four years, but based on rising fuel costs and the state of the economy, now wish to downgrade to a more eco-friendly vehicle.

Mobile enhancer: How about delivering an SMS coupon when they arrive at the pump -- "Here's $5.00 off this fuel purchase, save even more next with the new (insert eco car here)."

This same offer is replicated throughout other CRM touch-point messaging, and the mobile extension brings it home, on location and right at the moment of heightened state of cost consideration.

Catalog retailers
A classic tactic for catalog retailers, especially those who have a significant bricks-and-mortar footprint, is to distribute exclusive sales promotions to their loyal customer base.

Mobile enhancer: Ask customers to take pictures of their favorite sale items from the catalog to build a personal shopping list and bring in-store for additional percentage off.

Retailers could also gain additional data insights from this tactic by implementing technology such as Microsoft Tag within catalog pages.

Consumer packaged goods
Have you ever stopped at the supermarket on your way home from work only to search for a quick recipe from your mobile device for the first meat of choice that catches your eye?

Recipe ideas are another classic tactic that packaged goods retailers use to build both loyalty and drive product purchase.

Mobile enhancer: Text alerts providing recipe suggestions based on what your local supermarket has on sale or in season. With your packaged goods retailer's ingredient first on the list, of course.

Whatever the CRM program or mobile application, start with ideas on how to enhance the existing program in the mobile channel. This will not only allow you to test the waters within this emerging technology, but will also build a few good cases to better inform your overall mobile strategy.

Dustin Rideout is account director at WPP Group PLC-owned direct marketing agency Wunderman Toronto's digital practice. Reach him at .