March 26, 2013
Velti’s Dan Boren, Head of Customer Acquisition Programs, takes to the stage during the Company Showcase Session at LeadsCon 2013.
Meet an attendee from last week’s LeadsCon in Vegas and they’d be buzzing to tell you how mobile is impacting customer acquisition. The top lead generation and direct response marketing conference saw the number of mobile specific sessions increase four fold compared to last year. This year’s focus was made clear in the event’s agenda, “mobile is no longer something to think about – it must be understood if one wants to stay relevant”.
Velti’s customer acquisition team took up residence at the strip’s Mirage, calendar full of meetings with marketers from finance & insurance to automotive, all wanting to know how mobile could be applied to their customer acquisition programs. In between meetings, we’d hear Pandora detail how 75% of their listening happens on mobile and Ring Revenue reveal that mobile is accounting for over 50% of their call volume. A walk of the hallways were met with conversations about optimized lead capture sites, mobile media campaigns, SMS activation and best practices for navigating a fragmented device-scape.
A chief concern amongst this years attendees was translating their lengthy lead forms to the small screen. Velti’s head of Customer Acquisition, Dan Boren, presented the benefits of incorporating native phone features such as the camera, geo-location and auto fill technology to actually make the data entry process even easier than via desktop. Dan also highlighted the importance of planning for context when it comes to mobile programs. A passenger on a crowded bus interested in applying for a mortgage, for example, is more likely to prefer filling out a mobile form than relaying sensitive financial information over the phone – so options need to be provided accordingly.
To sum it up, mobile is now equipping marketers with a whole new tool set to reach and convert consumers. It’s clear from gatherings like LeadsCon that marketers are more conscientious now than ever to take advantage of this new mobile reality.
To contact Velti about our mobile customer acquisition programs click here.