Mobile Persona – What’s that?

To adapt to the ever-evolving mobile ecosystem, enterprises need a holistic mobile strategy that unifies disparate systems and works well now and in future too. Building a holistic enterprise-wide mobility strategy requires you to understand your mobile personas (suppliers, customers, employees and partners) – their needs, goals, behavior patterns, preferred devices and technologies across various business functions such as sales, customer support, marketing, etc. The more information you pack into your mobile personas, easier it’d be for you to incorporate relevant mobile capabilities for each of your target personas. enterprise-mobility-apps-persona

Studying mobile personas in detail will help you generate a fantastic user experience attuned with the functional requirements of users and empower them with these mobile-enabled capabilities to optimize performance, boost customer acquisition, retention and delight, and drive business growth.

Why Putting Personas First?

Technology and market forces are the two important factors that drive enterprise mobility. With enterprise mobility focusing on front-user interfacing apps, many brands have switched on from traditional emailing to addressing the end user’s mobility needs with persona-based mobility solutions.

With multiple mobile personas for enterprises to handle, enterprises have a gargantuan task of crafting mobile strategies and applications for different platforms and programming languages.  44% of U.S. enterprises are mainly focused on building mobile applications for native devices (e.g., iOS, Android, Microsoft), and 39% that are focused on mobile Web development.

New Persona-based Mobility

The brave new world of mobile interactions has resulted in new mobile business models that focus on fetching competitive advantage for the organizations. Most mobility use cases focus on:

  • Understanding customer behavior from multiple angles
  • Delivering enhanced customer experiences
  • Boosting employee productivity on the go.

It’s no secret enterprises love data, especially when it’s about its different user profiles in this increasingly mobile world. This persona-based data is actionable and there’s nothing sounder than user-centric mobility decisions. As the enterprise successfully crystallizes the user personas, it becomes easy for them to decouple relevant business contexts and build different mobile use cases. This mobile persona building exercise filters the relevant business functions that match up to the specific personas and discover new entry points to serve all users effectively (with security as an essential element across all functional areas).IMG_1128

The success of any persona-based mobility gyrates around the User Experience (UX). With UX packed into productivity tools such as enterprise apps (for sales, CRM, marketing, etc.) and customer apps, enterprises can deliver enhanced productivity for employees and superior customer experiences (like small price tags, easy-to-use and safe payment systems, etc.) for customers, respectively.

Truly mobile users do not like to see the whole dog ‘n pony show. So, mobile engagement across specific points holds vital significance for brands of all sizes today. Leveraging mobile persona data available and predictive models, enterprises can add personalization and intelligence in apps to deliver a great UX for business-to-consumer (B2C) and business-to-employee (B2E) apps.  Many new B2C apps have rich, built-in personas with apt mobile functions integrated to cater to specific user activities in situational needs. Each app must have a unique UX in accordance with each persona’s interaction expectations and mobile behaviors.

To address the mobility needs of each persona, enterprises need to understand the various user profiles and their relationships and behaviors w.r.t different business processes (like talent management, sales, delivery, etc.) and subsets. There is a huge difference in developing and deploying mobile capabilities for enterprise-based and consumer-based relationships.

Evolving Challenges of Enterprise Mobility

With mobility adoption rising more than ever and enterprises leveraging mobile apps to connect with their users, traditional security architecture is not reliable anymore and IT dreads data leakage and security breaches. More than 50% of enterprises support more than one device type thereby exposing the internal network to a wide array of malicious apps.

The three prime factors that contribute in posing enterprise mobility challenges are:

  • Proliferated use of mobile devices and apps
  • Rising levels of mobile access & unrestrained data sharing across multiple lines of business
  • Highly fragmented mobile device platforms

With all these factors working in full force, most enterprises suffer from the below listed challenges of enterprise mobility:

  • Security
  • Cost Management
  • Legal
  • Compliance issues
  • Enterprise Applications

To address these evolving mobile challenges, enterprises today needs to look beyond lock-and-wipe capabilities and embrace a holistic enterprise mobility model to secure the enterprise across all devices, databases, applications and network.

Conclusion

Today, many enterprises worldwide are grappling with their existing mobile strategies, marred by unworkable expectations, unclear requirements and erroneous organizational policies. Amidst this new wave of mobile capabilities, these enterprises are struggling to adapt and leverage mobile opportunities. The time is right for them to rethink and restrategize their mobility model using a persona-based approach.  It’s critical to recognize the fact that persona-based mobility is not simply an institutional fad.

In fact, it’s a strategic approach to manage mobile environment for different user profiles in your enterprise. Not only, does it change the way your different personas (customer, employees and partners) interact with your brand/offerings, but also helps your enterprise gain competitive edge, enhance business value, productivity and customer satisfaction, while cutting the total cost of ownership. However, these enterprise mobility solutions should be designed focusing more on user experience and core business functions. Wearable technologies will have a significant role to play in the future of Enterprise Mobility as wearable technology and context are inter-linked.

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Roses as Gifts: Perfect choice for any or special moment(s)?

“The fragrance always stays in the hand that gives the rose.”George William Curtis

So true.

Are you tired of sending or receiving same, boring fruitcakes, cookies or eggnog as birthday or anniversary, Valentine’s or farewell gifts? Think about a gift that you would love to have in your hand and has a complete, unique story to tell. A gift that is highly likely to bring a smile to every receiver’s face. Yes, you’re right! It’s flowers.

While most (almost all!) flowers are beautiful, the rose stands out owing to its immense beauty, varied colours, subtle fragrance and rich history. Roses add emotions to silent messages of love and covey the right meaning to the receivers by virtue of their varied colours.

So if you’re a sender, you need to be extra careful in choosing the colour since every colour of roses has a traditional meaning that speaks volumes about the emotions of the sender (that’s you!).

Read on to find the meaning of each colour of rose.

Red Roses

Love, Respect, Passion, Power 

Red roses signify true love and romance. Since time immemorial, red roses have been playing a significant role in conveying the sentiment of deep love, respect and passion and spicing up the relationship to an incredible extent. It’s a perfect gift to surprise your partner with a bouquet of red roses on any or every occasion – be it your first date or her birthday or wedding anniversary. The fact that their prices shoot up exponentially on the Valentine’s Day are a testimony to the value it offers to the senders and receivers, alike. Red roses are also a symbol of courage and power.

Yellow Roses

Friendship, joy, new beginnings 

Yellow roses are a symbol of platonic love devoid of romantic depth (simply put, friendship bundled with joy). From olden days, yellow ryellowoses have been used to cheer up people, express gratitude or convey the message of get well soon. Yellow roses are a perfect gift to send to new mothers or achievers congratulating them on their recent success or show your care and affection to your loved ones. Yellow roses also symbolise the grit to set up something new.

White Roses

Purity, Innocence, Spiritual love, Loyalty 

As we all know, white colour stands for peace, pristine purity and innocence. Hence, white roses symbolize chastity, spiritual love, innocence and virtues like unending loyalty. A bouquet of whitwhite rosese roses forms the bridal bouquet all across the world. These white rosessignify that the bride is ready to commit her undying love and loyalty to the groom. They are rightfully called as bridal/wedding roses. White roses are also looked upon as a mark of reverence.

Pink Roses

Beauty, Grace, Elegance 

Pink roses symbolize beauty, refinement, deep affection and grace. These roses have deep significance and can be commonly seen embellishing bridal arrangements. The sender pinkcan easily convey congratulations or admiration to the receiver though pink flowers. These also symbolize the heart-felt appreciation and respect from the sender to the receiver. These lovely roses also are a symbol of fun, sweetness, innocence, elegance and alacrity.

Orange Roses

Intense desire, Fascination, Energy 

Fiery orange roses symbolize different tones of meanings – fire of passion, intense desire, fascination and energy. These brilliant orange roses compete with red roses in infusing passion into romance. If you’re fascinated with someone and wish to express your feelings to him/her, orange flowers can serve as the best carriers of your intense desire for that loved one. You can also gift orange flowers to anyone admiring him/her on recent accomplishments.

Now that you know the true meaning of the different colours of roses, it’s time to choose the colour that is apt for the occasion and send over a lovely bouquet of those roses.

Enterprise Mobility: Is it a Winning Proposition in 2015?

For years, enterprise mobility was related to email, some flashy apps and corporate-issued devices. And during this phase, most organizations considered mobile as simply an extension of the desktop. But now with corporate mobility momentum picking up, companies are beginning to realize the potential of mobile more strategically by understanding varied business contexts and embracing a persona-guided approach. This evolved mobile approach addresses the needs of all user profiles effectively inside (better employee productivity) and outside (better customer engagement) the organization.

Let’s have a look at what Mary Meeker (also dubbed as the “Queen of the Net”) has to say about mobile internet usage. As per her recent predictions, mobile internet usage is picking up noticeably faster than desktop internet usage did and by 2015, “more users will connect to the internet over mobile devices than desktop PCs.” Businesses that will catch up on this trend will win, and those that overlook it will lose.

mary

Mobility isn’t just an add-on capability; it’s much more than that. It encompasses apps, and devices, software platforms, architectures and databases. As an enterprise, you can’t continue with your piecemeal methodology for managing the mobile environment any longer. Since every persona (employees, customers and partners) represents a unique context, the mobility needs are diverse.

The IBM survey of 600 companies across 29 countries unravels an astonishing fact – only 50% of the companies (with more than $500 million in annual revenues) have comprehensive, strong mobile strategies in place to address the challenge of mobility implementation and leverage mobile opportunities fully. Enterprises, should, therefore start looking at mobility through a persona-centric lens and adopt a holistic mobile business model to drive high performance and gain competitive advantage.

Out with the Old

Mobile revolution has completely gripped the IT landscape and blended into nearly every aspect of your business. This ubiquity of smartphones, tablets and other mobile devices and consumerization of IT have urged enterprises to adapt to a dynamic environment in which they need to support employees, customers and partners – all with unique set of mobile requirements. Hence, it’s critical for organizations to incorporate all key drivers of mobility into their strategy to optimize the required business functions and applications.

Enterprise (B2B and B2E) vs. Consumer mobile applications

Technology and market forces are the two important factors that drive enterprise mobility. With enterprise mobility focusing on front-user interfacing apps, many brands have switched on from traditional emailing to addressing the end user’s mobility needs with persona-based mobility solutions.

With multiple mobile personas for enterprises to handle, enterprises have a gargantuan task of crafting mobile strategies and applications for different platforms and programming languages.  44% of U.S. enterprises are mainly focused on building mobile applications for native devices (e.g., iOS, Android, Microsoft), and 39% that are focused on mobile web development.

To address the mobility needs of each persona, enterprises need to understand the various user profiles and their relationships and behaviors w.r.t different business processes (like talent management, sales, delivery, etc.) and subsets. There is a huge difference in developing and deploying mobile capabilities for enterprise-based and consumer-based relationships.

Enterprise apps Vs. Consumer apps

 

 

 

 

 

Enterprise Mobile Applications

  • Not commonly found in app stores; most enterprises get their own apps built
  • Built to run on all platforms -Android, iOS, Windows, and BlackBerry
  • Utilitarian; simplify the business processes
  • Loaded with ultimate security features (passwords, encryption/decryption, MDM)
  • Native or cross platform (facilitating BYOD) compatible mobile apps
  • Focus on boosting employee collaboration and productivity, targeted marketing
  • g., CRM apps, marketing and analytic apps, sales force automation, collaboration apps, technical computing apps, payroll apps, etc.

Consumer Mobile Applications

  • Easily available in app stores
  • Built to run on all platforms -Android, iOS, Windows, and BlackBerry
  • Packed with emotional designs to attract customers
  • Loaded with generic functions and data
  • Standalone app or integrated to a backend
  • g., Social-based applications, combined mobility applications, geo-mapping services, edutainment apps, mobile wallet, etc.

The Time to Tap the Power of Personalization is now!

As fast as the modern retail environment continues to advance, the competition is getting really tougher. The multiple device types and screen sizes customers use to shop online add to this complexity even further. This has posed some intense challenges in front of e-sellers to adapt to the changing customer shopping behavior and engage with them across this myriad range of omni channels. Almost 200 million US consumers shop online now; an increase in 20% in just half a decade.

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Now the question is – should emerchants like you to get personal with customers? The answer is – it’s time to get started right away! Many online retailers have witnessed a significant spike in metrics after they personalized shopping experiences for customers they serve. According to Forrester, personalization is now the top priority for 55% of retailers. Here are the some supporting statistics to understand how customer behavior has fueled this trend:

  • 59% of online shoppers believe that it is easier to find more interesting products on a personalized online retail store.
  • 56% are more likely to visit again the same retail store.
  • 40% indicate they buy more from retailers, who personalize the shopping experience.
  • 51% are willing to share data to receive a better shopping experience.

(Source: http://tinyurl.com/lge3kck)

Personalization in ecommerce store can be equated with a customer’s interaction with the sales staff in store. On repeat visits, the sales executive might know and understand your shopping preferences well, and can help you with your shopping next time you visit the store or even pre-emptively notify you of the discounts or new arrivals. This creates a long-lasting shopping experience in your mind.

Replicating this kind of memorable shopping experience forms the core of personalization in an ecommerce store. This is significant for both – the retailer and the customer. However, personalization can be successfully accomplished only by those e-sellers, who can skillfully use personalization algorithms to their advantage.

Retailers can segregate their personalization plan into different phases that include:

  • Navigational personalization
  • Customer-specific personalization
  • Personalization using third-party data
  • Predictive personalization
  • Catering to a segment of one

(Source:http://tinyurl.com/opk44m9)

Retailers can practice personalization everywhere across the complete spectrum of customer’s shopping journey:

As customers’ choices vary, each ecommerce store aspires to connect and engage with every customer individually by using recommendation tools or custom product-building tools. Modern retailer see personalization as the key to unlocking the door to a shopping experience that customers can remember and cherish, and maximizing ROIs for retailers and improving business performance manifold.

Does Content Live in a Silo? Hell NO!

The whole marketing industry is going crazy behind Content Marketing these days. But what actually content marketing is? Does it make sense to say that it’s a strategy to use content for great marketing results. But that’s not what it is.content

Content does NOT live in silo. It only fetches results for businesses when used in combination with other marketing channels and innovative marketing practices. It’s one of the planets of the vast inbound marketing solar system. Confused? Read further.

Content can fall flat on its face (or be ineffective)  if NOT used with:

SEO – Many marketers think content marketing is all about creating more content and the easiest way to do that is through regular blogging. However even great content can deliver no value, if it goes unnoticed or if your target audiences are not able to find it. SEO is a surefire way to ensure that your remarkable content gets found and read by the right set of people i.e., your target audiences. Marketers should ensure that the helpful content that they create must be optimized well for keywords used by their target audiences to locate certain products or services on search engines. That’s how content attracts organic traffic.

Social Media – With social media euphoria gripping humans across all age groups, geographies and business sectors, almost every brand wants to tap this huge real estate and engage with their target audiences across varied social media channels. For enhanced content reach and visibility, it needs to be distributed imperatively across relevant social media sites (only those where your target market hangs out frequently). Popular social media channels such as Facebook, Twitter, LinkedIn, Pinterest, etc. are the online avenues, where readers love to share the infotaining content that you create. Hence as a smart marketer, make it easy for them to do so by integrating social media sharing buttons in each content piece that you push out on the Web. Not only does it increase your content’s reach or effectiveness, but can also help you engage with your target audiences easily and help them address their challenges with your useful content. If your content succeeds in solving their challenges/pain points, no wonder these readers can also become your brand evangelists. So keep feeding them with awesome content on their most favorite online destinations!

Email marketing – Some businesses see email marketing as the most powerful tool in their marketing arsenal to connect with their contact database. Email can really help your content get out there and grab many more eyeballs. Without email marketing, your content’s reach is constrained drastically and can make all your content creation efforts go waste.

content-marketing-statsIt’s damn simple. Content forms the beating heart of your inbound marketing strategy but ONLY when it’s used along with other channels (a few of them listed above!). Don’t sandbox your content. Give it wings and let it soar high and wide to cover the complete horizon of your target audiences.

 

 

 

A/B Testing: Changing the Rules of the Marketing Game

What is it? A/B testing (also known as split testing) is a simple market testing technique using which you can test two or more versions of your communication (email programs, landing pages, etc.) for a metric to determine as to which version performs better. You can then use the better-performing version for the real-world use. It, thus, weeds out any guesswork and empowers marketers to take data-backed marketing decisions.

A/B testing-split testing-tools

A/B testing: A great testing mechanism for positive marketing results,

What can it do? If done right, A/B testing can result in increased traffic, leads and consequent sales. Marketers can perform A/B testing for many variables like subject line, timing, calls-to action, copy lengths, frequency, content/marketing offer, design, color, etc. The more variables a campaign is tested for, the better marketing decision and results are enabled. Highlighting the power of A/B testing, Matt Cutt (the head of Google’s Webspam team) says that running A/B tests improves the functionality of the website.

When should it be used? If you want quick results from your marketing initiatives, embracing A/B testing is a great idea. As the variables are so clearly defined for each version, it’s easier to assess as to which version has performed better than the other. However, it fails too often if you do not define clear goals for each test and if your theory is too vague.

How frequently should you do it? The answer varies. You can always do A/B testing across the complete marketing spectrum; however, each A/B test that you run must have a definite goal. If you run multiple tests that fetch unclear outcomes, it’s time to rethink your testing approach.

What are the common A/B testing tools? A wide array of tools are available in the market for A/B testing such as – Google Website Optimizer, Visual Website Optimizer, Webtrends Optimize, Omniture’s Test&Target, Unbounce, etc.