Mobile devices are everywhere. People use their mobile devices in bed, during meals, on the toilet, while they're shopping, during meetings, while in labor … well, everywhere. Smartphones and tablets are a game-changing market force that can't be ignored—and neither can the four marketing opportunities they create for your brand.
No. 1. Get feedback from people in situations you've never been able to before. Smartphones and tablets let you engage people at every touchpoint with your brand. As they browse your store's aisles or dine in your restaurant. As they take in your event. As they assemble your product. Mobile surveys let you collect their feedback during these specific instances—something other data collection methods will never be able to.
Put it to good use. This in-the-moment feedback lets you connect with people on a very personal level. Your future communications should incorporate these newfound insights.
- Address their comments about store inventory, cleanliness or parking woes.
- Invite patrons who liked a certain wine to an event featuring similar varietals.
- Use attendee feedback from previous events to improve future events, and let them know you heard them by inviting them to see the improvements!
- Use customer suggestions to drive new product development or service enhancements.
This is the information age: Put it to good use!
No. 2. Don't wait: Get in-the-moment feedback, and get specific comments. The more time that elapses between interactions with your brand, the fewer details people remember. Your patron may vaguely remember having had a sub-par meal, but maybe can't recall exactly why. Your customers might recall saying they would re-purchase your newest item, but not which of the two improvements you made to it that earned their loyalty. Inviting customers to use their own mobile devices to take a survey on the spot will provide you with specific feedback.