Mobile Friday Social: How to engage and retain customers via mobile

              

(26 Jul, 2013) We had a great turnout at our event, ‘How to engage and retain customers via mobile’, held at agnes b. le pain grille on 12 July 2013. Thanks again to our speakers June Lam, Director of Consumer Marketing, Hong Kong Broadband, and Sayantan Dasgupta, Associate Director, Digital Media Sales, ESPN for joining us and sharing their insights.

Hong Kong Broadband Network has always been a forward-thinking leader in managing customer relationships since it was first established in 1999. We were delighted to have June share with us about the company’s progressive development of digital platforms through the process of trial and error over the past three years. Through her case study, June explained how small changes have the potential to make a big difference in terms of customer relationship management, hence the importance of how careful brands should maneuver. To stay competitive and on top of the game, she suggested marketers to embrace changes and provide convenient, fast access to information via the customer’s preferred channel – which include text, mobile web, mobile chat, social networks or mobile applications. However, the key is to deliver an overall rich user experience regardless of the channel. She notes that in addition, personalization has proven results as it helps streamlines customer access to information and improves loyalty. It allows companies to deliver proactive customer service, targeted promotions and timely upsell offers that are ideal via mobile.

Our next speaker, Sayantan Dasgupta, began his topic on ‘ESPN on the Go’ with some tips to marketers on how they can take advantage of ESPN’s global reach of dedicated audience by engaging them with prospects in major sports events. Sayantan noted that his company has the most comprehensive digital sports portfolio in the world that not only serves the interests of sports fans, but also adds value to advertisers. The brand’s unique and impressive customer base are predominately loyal, young and affluent males who has the purchasing power that brands are looking for to market their products and services with confidence. In fact, he went on to say that mobile marketing has become the main route for sports fans to retrieve content and interact with each other as part of a sports community. He expects to see a significant increase in the time users spent on their smartphones and tablets in order to access the latest sports news or upcoming games and events. According to a recent survey he revealed that as much as 60 per cent of users already do so daily on their mobile devices. Hence when asked about the 2014 FIFA World Cup series, he suggested not to hesitate and grasp the opportunity to promote unique content and reach target audience on the sports mobile platform.

As the event came to a close, Penny Wong, General Manager, AMAZE Mobile Media, announced that ESPN Asia Pacific has appointed AMAZE Mobile Media as the exclusive mobile advertising reseller of ESPN Asia Pacific with all mobile apps and sites, including ESPN FC, ESPN F1, ESPN Cricinfo and ESPN Scrum in Hong Kong.

Photos from the event can be found at Mobile Friday Facebook Page.