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The 8 sources of customer value in mobile apps and marketing

When I recently ran a webinar series for Ketchum on Tapping the Power of Mobile, our second session focused on running successful mobile campaigns. Perhaps the most important thing that companies and agencies delving into mobile marketing need to understand is that there must be real value for customers and consumers in order for the campaign to have any success. There is an enormously deep and broad pool of mobile apps and services available, and brands will only get a look-in if they are genuinely creating value. Only at that point is there any chance of marketing value being created.

Below is a summary of the 8 sources of customer value in mobile. Any campaign that has any chance of success must be creating strong customer value in at least one of these spaces, and possibly several.


Here are examples of the 8 sources of value.

Better service: Making the overall customer offering easier, smoother, more satisfying.
Example: Zipcar app

Better decisions: Being able to make better decisions in purchasing or using products or services.
Example: Weber app.

Savings: Things cost less.
Example: Adidas coupons app.

Social connection: Helping to connect with existing friends or new communities.
Example:My Baby Registry by Pampers app.

Coolness: New, innovative, exciting, good to show other people.
Example: Volkswagen augmented reality app.

Entertainment: Fun to spend time with.
Example: Barclays Waterslide app.

Utility: Useful in doing things associated with the offering.
Example: Stanley Works level app.

Convenience: Tasks are easier to get done.
Example: Bank of America app.

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About the Blog author

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Ross Dawson is globally recognized as a leading futurist, entrepreneur, keynote speaker, strategy advisor, and bestselling author. He is Founding Chairman of AHT Group, which consists of 3 companies: consulting, publishing, and ventures firm Advanced Human Technologies, future and strategy firm Future Exploration Network, and events company The Insight Exchange.

Ross is author most recently of Getting Results From Crowds, the prescient Living Networks, which anticipated the social network revolution, the Amazon.com bestseller Developing Knowledge-Based Client Relationships, and Implementing Enterprise 2.0. (click on the links for free chapter downloads). He is based in Sydney and San Francisco with his wife jewellery designer Victoria Buckley and two beautiful young daughters.

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