Smart phones and customer life cycle marketing...

Over two years ago the Wall Street Journal carried an article titled, "Your Apps are Watching You."  The tone and content was geared to stoking concerns in the hearts and minds of the reader.

However, as a marketer I have kept that little article hanging around the office for the instructive thinking it presents for the marketing profession.  Admittedly we only want to talk to those people who want to talk to us.  This is the whole notion of 1 to 1 marketing.  In addition, we never want to violate the trust that customers and visitors inherently demonstrate by coming to our web site, opening our emails, etc.  At the simplest level, we want a relationship of trust and the customer has taken steps to demonstrate the same.

So, let's revisit the WSJ article and then ask one simple question about your marketing efforts within the life cycle of your customer:

"Few devices know more personal details about people than the smartphones in their pockets: phone numbers, current location, often the owner's real name - even a unique ID number that can never be changed or turned off....these phones don't keep secrets.  They are sharing this personal data widely and regularly."

Here's the question:  Are you keeping capturing and keeping track of your customers mobile phone number?

If not, why not?  Clearly, you must treat the information a customer provides with care and dogged tenacity to keep it safe.. But if you don't have the information in the first place, how will you keep it safe?  And finally, customer life cycle marketing is by it's a nature personal... and it's based on acknowledging that it is a "relationship."  Relationships...are "things" that are more than "things."  They are emotional and sometimes messy but always rewarding when we treat each  other with respect.  I hope you're doing this in your customer relationships....

... oh, and by they way, something I taught my children when they were young... you don't have to tell everybody, everything that you know.  If you're following this little rule - I highly recommend it.


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