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Syniverse CMO: How to optimize your brand’s mobile strategy, part 4

mobile employee engagement mobile employee engagement
Photo credit:

Amin Sabet

Mary Clark, CMO of Syniverse, explains why employees can also benefit from the mobile marketing revolution. They're just as important as customers, but often overlooked, until now.

Optimizing your brand’s mobile strategy is a clear and effective way to connect with your customers along their mobile journey with you.

By this stage in your process, a roadmap should have been put in place outlining the vision for you and your customer’s relationship within the mobile medium, providing a checklist which your brand can stay true to as the mobile strategy develops.

Data acquisition and analytics should form the bedrock of your analysis, which is then used to implement several marketing strategies, such as segmentation, in order to promote your customer engagement.

For the purposes of this series, these steps have been discussed solely with the customer in mind.

There is another user base, however, that can benefit from a mobile strategy that has been widely dismissed in the past.

Arguably, they are as important as your customers, for they are uniquely placed to be able to interact both with your brand and your customers: your own employees.

The major benefit to drawing inspiration from your customer mobile strategy and developing one for your employee base is being able to practice what you preach, and using that to the benefit of your employees.

The key here is to regard your employees as an extension of your customer base: they operate, interact and use their mobiles in exactly the same way as your customers might do.

Their engagement with any strategy you employ can provide meaningful case studies which you can feed back into your customer strategy.

This feedback cycle will pay dividends as the process continually optimizes your content, timings and relationships.


The case for mobile employee engagement

Mobile sales began to outpace PC sales back in 2011.

Subsequently, the past five years have seen the mobile-first mantra extended to communications and engagement contexts in an increasingly connected world, with remote employees, staff on the road, satellite offices and telecommuting trends all promoting a geographically diverse employee base.

Reaching this dispersed workforce has become increasingly challenging as traditional forms of communication fall short of the timely, relevant, and customized communications that people expect and receive in other parts of their lives.

Parallel to these developments, employee satisfaction has remained stagnant: in 2014, Gallup’s daily tracking poll showed that only 30% of US employees were engaged in their jobs, with younger millennials being the least engaged demographic.

The repercussions of these stats, and the future they predict, is worrisome for business productivity and profitability.

Business leaders and brand owners need to understand that employee engagement is now a top priority for their strategic pivots, and that by recognizing internal culture as a serious differentiator in being able to attract better talent, the positive feedback cycles sell themselves.

Turnover rates can decrease by as much as 50%, according to another Gallup report, and profitability has the potential to triple.

And the mobile medium has the potential to drive these changes.

Employees spend approximately four hours every day on their phones, according to a Flurry Insights study; high demand for mobile interaction within the workplace shows how primed a brand’s internal community is for mobile-based communication.

And there are numerous workplace pressure points that mobile engagement can relieve.

Firstly, employees receive a lot of information via different channels on a daily basis, including as many as 121 emails a day, meaning 28% of a day is spent managing an inbox.

For this reason, employers have the opportunity to use the mobile medium to instantly and contextually communicate key points to employees.

And as almost 90% of people will read a text message within three minutes of delivery, mobile can almost guarantee exposure in ways email fails to achieve.

This ties in with how companies communicate their strategies, objectives and goals to their employees.

Without a clear focus or a consistent goal to work towards, it can be difficult for people to feel motivated, which mobile messaging can help promote if communications include regular strategy targets.

To this end, driving brand focus via mobiles will improve employee purpose and alignment: the reason why millennials are the demographic least likely to feel motivated is because they demand real reasons why they should work nine hours a day for you.

Data is also very important for employers today, and mobile communications can provide important metrics that can be used to continually diagnose and improve employee engagement along a mobile messaging journey.

Managers can use this information to improve their internal strategies, so if a specific department or demographic didn’t read or respond to a round of messaging, for example, managerial teams could provide suggestions on how to improve communications next time.

It’s therefore important to flag here that a broad-stroke messaging strategy is not a solution.

A mobile messaging strategy should be able to recognize the unique value proposition for each audience, and the best strategies segment organizations by geography, department, or role, delivering messages tailored for each group’s specific function.

In this way, employers can develop a truly meaningful relationship with an individual or department.

Once a company understands these points and makes a decision to employ such a strategy, it needs to follow the steps and thought processes that a mobile customer strategy employs – which were outlined earlier on this series – such as choosing the best mobile channels and supplementing a mobile-first policy with non-mobile initiatives.

In the next few years, we will begin to see a completely different way in which employees are engaged to achieve a corporate vision; and this mindset change is a good thing.

It’s a mindset that will be able to be leveraged in achieving a corporate vision in today’s world, but it has to be started early and with effective application.

A mobile marketing strategy for your employees should be as valued as your customer plan, simply because it will be as valuable, both for your journey as a brand and into the future.

Step 5, the next article in the six-part series, will weigh up the entire mobile optimization strategy so far, and ask: What does success look like?