How will marketing change as mobile approaches "first screen status?"
It may not be there yet, but mobile is well on its way to achieving first screen status.
This year the quantity of searches on a mobile device are set to surpass that by desktop. Furthermore, Google has announced that it will begin penalizing company websites if they’re not optimized for mobile technology, according to Click Z.
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Click Z also reports that, according to comScore, out of all the time consumers spend in online retail, two-thirds of it happens on a mobile device. Marketing departments have a daunting challenge before them: If consumers are spending increasingly more time in all-app environments, how can marketers find them to create a conversion?
Click Z proposes “continuous optimization.” This approach relies on analytics to monitor every touch point a brand makes with a customer. It is based on the strategy, articulated by James McCormick of Forrester Research as “learning from each moment the customer digitally engages with us, to improve the next.” According to Forrester, brands need to practice the following to integrate “continuous optimization.”
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Use multiple techniques to test, learn and target: It’s important to have segmentation strategies across multiple channels.
Leverage optimization techniques in all digital interactive channels: Currently, companies are excessively focused on the web. They need to start channeling more energy towards mobile.
Optimize the experience of customers at every point of the customer life cycle: This cycle has anywhere from five to ten stages, depending on who you ask. Settle on the model that makes most sense to you and set up mobile moments for the customer at each stage.
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Microsoft: Building a secure foundation to drive NASCAR
Microsoft is a key partner of The National Association for Stock Car Auto Racing (NASCAR) and together they are driving ahead to create an inclusive and immersive new fan experience (FX).
These long-term partners have not only navigated the challenges posed by the COVID-19 pandemic with the use of Microsoft Teams and Microsoft 365, but are now looking to a future packed with virtual events to enhance the FX, well beyond NASCAR’S famous Daytona racetrack.
“Together, we've created a secure environment that's allowed for collaboration, but the future is all about the fans”, said Melinda Cook, General Manager for Microsoft South USA Commercial Business, who cited a culture of transparency, passion, adaptiveness, and a growth mindset as to why this alignment is so successful.”
“We've partnered to create a fluid, immersive experience for the users that is supported by a secure foundation with Microsoft in the background. We are focused on empowering and enabling customers and businesses, like NASCAR, to reach their full potential. We do this with our cloud platform which provides data insights and security.”
“Our cloud environment allows NASCAR to move forward with their digital transformation journey while we are in the background,” said Cook who highlights that Microsoft is helping NASCAR
- Empower employees productivity and collaboration
- Improve fan engagement and experience
- Improve environment security and IT productivity
- Improve racing operations
Microsoft Teams, which is part of the Microsoft 365 suite, enabled employees to work remotely, while staying productive, during the pandemic. “This allowed people to provide the same level of productivity with the use of video conference and instant messaging to collaborate on documents. Increased automation also allows the pit crews, IT, and the business to focus on safety, racing operations, and on the fan experience,” said Cook.
“We have started to innovate to create a more inclusive fanbase, this includes using Xbox to give people the experience of being a virtual racer or even leveraging some of the tools in Microsoft Teams to have a virtual ride along experience.”
“These environments are how we create a more inclusive and immersive experience for the fans. We're working on a virtual fan wall which allows people from new locations to participate in these events,” said Cook, who pointed out Microsoft was also helping bring legacy experiences alive from NASCAR’s archives.
“At Microsoft we can take it one level further by letting fans know what it's like to see the pit crew experience, the data and all the behind-the-scenes action. We will continue to improve automation with machine learning and artificial intelligence, from marketing to IT operations to finance to racing operations,” said Cook.
Christine Stoffel-Moffett, Vice President of Enterprise Technology at NASCAR, said: “Microsoft is one of our key partners. They have been instrumental in helping the NASCAR enterprise technology team re-architect our Microsoft systems to ensure an advanced level of security across our environment, contribute to our business outcomes, and focus on fan experience.”