The CCA Voice - Fall/Winter 2015 - (Page 43)

tHeMe: coNNectiNG WitH tHe cUstoMer Nurturing customer connections in a Mobile World By: rob Goehring, CEO, RewardStream M ost people have a daily routine of some sort: wake up, get out of bed, get dressed, and brush teeth. You know the drill. A large number of people could probably add "check emails" somewhere in there, too. In fact, research published by Tecmark in 2014 revealed that the average user reaches for their mobile device before they even leave their bed!1 A person's mobile device - whether it's a phone, tablet, or smartwatch - is seldom far from their hands. Tecmark's research also revealed that users pick up their device more than 1,500 times per week for various reasons, including emails, texts, and games. The trouble is that, these days, digital messages occupy a fine line between welcome communications and overlyabundant annoyances. We log in a lot, but it's often just "delete, delete, ignore." The truth is that traditional marketing strategies are becoming stale, and consumers are jaded. What are they getting out of their relationships with the products they use or the companies they subscribe to? Are they receiving any benefit from being bombarded with promotional texts or emails? In a deluge of anonymous, impersonal, and frequent emails and other notifications, consumers become increasingly unable to sift through the excessive noise in order to find content relevant to their daily lives. Brands and marketers have always needed to stay connected with their customers. In this hypermobile and hyperdigital age, the irony is that, while it's easier than ever to reach an audience, it's harder than ever to make meaningful connections. The audience isn't really listening. Digital marketing needs to become more creative. As mobile devices become more accessible and affordable, marketers must respond to the ways consumers now access information, their preferred methods for engaging with brands, and their shifting expectations of the marketing communications they receive. Telecoms and digital referral marketing are perfect partners. We know that somewhere between 45 percent and 53 percent of emails are opened on mobile devices.2 These devices are being used already, so combined with the right message and offer, telecoms have the potential to fuel the rise of digital referral marketing and social consumer-toconsumer referrals. Referral marketing can be thought of as marketing's dark horse. Only 39 percent of marketers use referral marketing on a consistent basis. Fortyfive percent of companies that do use referral marketing consistently acquire upwards of 35 percent of their new customers from referrals.3 Of customers participating in a referral program, approximately 70 percent will do so through their mobile device. Digital referral marketing also allows brands to provide customers with a more personalized and involved marketing experience by inviting existing customers to promote their brand to potential new customers. A referral program also allows brands to reward their customers for successful referrals. Aside from being a perfect fit for existing mobile tech and an increasingly The mobile society, there are a number of other benefits to referral marketing. People trust referrals from those they know seven times more than traditional advertising. A referred customer has a 16 percent higher lifetime value than a non-referred customer. Additionally, referral marketing campaigns tend to be cheaper and easier than other campaigns to implement and run. Compared to traditional marketing, digital referral marketing allows customers to be active participants in a marketing campaign, showing them they are valuable and important to a brand. Referral marketing allows brands to connect to their customers through their devices in a meaningful way, and customers are encouraged to connect with their friends and families by sending referrals via text, email, or social media. So, whether you realize it or not, telecoms have been and will continue to be an integral part of our interconnected lives, digitally and socially. It's why, together with referral marketing, we'll continue to play an important role in people's social lives and help brands develop new business. Based in Vancouver, B.C., RewardStream is an industry leader in referral programs for telecoms, financial institutions, and eCommerce. To date, we have generated over $300,000,000 in new business for our clients, including telecoms across the U.S. and Canada, and gifted thousands of rewards to their happy customers! Visit to learn more. 1 smartphone-usage-data-uk-2014/ 2 mobile-email-usage-statistics 3 the-power-of-referral-marketing/ Voice * * Fall/Winter 2015 43

Table of Contents for the Digital Edition of The CCA Voice - Fall/Winter 2015

Board of Directors/Staff
Chairman’s Letter by Jonathan Foxman
A Message from the President & CEO by Steven K. Berry
CCA’s 2015 Excellence in Marketing Award Winners
Number Portability in a Mobile World
Mobile Broadband Brings Life-Changing Health Care Benefits to Consumers
WiFi: Keeping Consumers Connected to the Network, to Each Other, and to Your Brand
Spreading the Reach and Range of LTE
It’s a Mobile Life
Regional Carrier Cellular One Competes with the National Players by Taking a Customer-Centric Approach
5G – The Quest for a Wireless Utopia
Connectivity Leads to Smarter Water Management
Connecting with the Customer through POS/Retail Management Systems
Connecting the Mobile Customer through Innovative Roaming Hub Solutions
Building IoT for the Agile Operator
Wireless Hitting a Home Run at the Ballpark
A New Wave in Wireless: Innovative Strategies to Connect the Last Mile
Using LTE Small Cells to Improve the User Experience
What’s Trending in Customer Communications?
Nurturing Customer Connections in a Mobile World
How Multiple Phone Line Management Services Improve the Customer Experience
How Do Small Cells Fit into Wireless Networks?
Connecting with Customers Outside the Cloud
Whether Mobile or Fixed, Emerging or Established Markets, the Holy Grail of Innovation is Service Personalization
New LTE Service Delivery Approach for Rural Carriers
Index of Advertisers
Congressional Spotlight: Congressman Mike Doyle (D-PA-14)

The CCA Voice - Fall/Winter 2015