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Digital Delivers Great Customer Experiences

MANILA, AUGUST 30, 2013 – Knowing where you are exactly when you’re there may sound creepy, but location-based data can help brands deliver great customer experiences.

"Mobile is the most powerful and personal medium on the planet," Bela Gupta D’Souza, head of Mobile Advertising of Globe Telecom said in her presentation "Digital Delivers Great Customer Experiences" at the 7th Internet and Mobile Marketing Summit 2013.

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To illustrate her point, D’Souza asked the audience to “take a seat if the first thing you grab in the morning is your mobile phone.”  Not surprisingly, only a handful of attendees were left standing.

“It’s a digital world today,” said D’Souza, noting that five billion, or 70 percent of the global population are mobile subscribers. In 2018, D’Souza predicted that PCs will be outnumbered by smart phones and tablets.

"In the Philippines, for a lot of people who are accessing the web for the first time, the first and only medium they’re doing it through is actually their smart phones,” she said.

There will be about 80 million smart phone handsets in the Philippine market in the next five years, D’Souza also predicted.

Although ad spend for digital is still quite small, she said it is expected to go up to about three billion dollars in the next five years.

D’Souza shared three pillars of how digital delivers great customer experiences:

1.     Digital really delivers relevant content that surprises and delights people

2.     It’s about personalized engagement and human connection

3.     Omnipresence that digital can have in the purchasing journey of customers

“Ultimately, it boils down to data analytics. All three can be achieved if we look very closely at our data intelligence,” said D’Souza.

For D’Souza, location-based data collection is not an invasion of privacy, rather, it creates added value for the customer. "We don’t want to send you spam. We want to understand our subscribers better and then deliver ads that we think will delight you," D’Souza said.

She explained that using intelligence platforms that detect what people are talking about in a specific location in real time changes the way brands engage with customers, as it allows them to respond immediately.

Publicly available information on social media also allows companies to personalize communication. Harnessing data such as age, gender, preference, and location allows the brand to bring more value to the customer, D’Souza said. "It suddenly creates highly contextual services for customers, and you’re aiding them in their purchasing path,” she said. 

 

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