The way business is done in vertical markets has continuously changed over the years. There were times when the voice announcement in the street was the gold standard. Today, the advent of the newspaper, television ads and most of all social media has revolutionized the business world overtaking and succeeding the previous trends along with Mobile Engagement Platforms.
Nowadays, almost every company from small to Enterprise Grade has a profile on Facebook, LinkedIn, Twitter or Instagram. However, what comes after the social networks? Is it enough to have your business posted on the various social media platforms to ensure the survival in this technological world? How can one stand out? How can one take advantage of this situation and do things in a more intelligent way? These are some of the many questions that face the contemporary entrepreneur.
Any product, either manufactured in our factory, purchased from a third party, or just basic or professional services needs a sales process. But how do we get our product sold over the many similar products from the competition? Every day this becomes harder to achieve and can be even worst with the threat of the Asian market and its low costs of production.
Here comes the game-changer; we need to promote our product wisely. It’s not enough to have an excellent product if it’s not sold in the way it should. It’s simple; customers need to know the product. The most efficient way to do that is by engaging them through their mobile phone.
Let’s take a look at the following fact: “Today we cannot get away from our phones because we have everything in there to survive.” As such, it’s obvious the businesses that want to succeed in an era where almost every transaction is done through the mobile phone must take advantage of it in any way, no matter what it is. As such, we can conclude that it’s healthy to analyze the following stages of preparation to engage our customers:
– Invest in infrastructure ready to attract and hook our clients.
– Knowing our customers and what they like and need, in an “intelligent database.”
– A “Can’t Refuse Offer” prepared to shoot when the client is on the proper boundary.
– The offer is acquired, and once again the customer becomes our most significant value.
– Rewarding customer loyalty through various benefits and thus ensure their return in the near future.
– Through the support services, we make sure that the client is happy. Customer satisfaction guarantees the future of our business, as it will earn us a good reputation; thereby promoting us in the market.
The overall objective is to achieve a cost-effective, flexible, and adaptable way to stand out.
After 2 years of HP Enterprise acquisition of Aruba Networks, the company’s vision to make this a valuable injection in the portfolio continues, and particularly with Meridian as the platform responsible for the hitch and analysis of data.
Meridian can simply be described as a “Software as a Service” Platform [typically known as SaaS], where customers can get benefit from a solution that is already developed with all levels of security, redundancy, and availability; without having to invest in the construction and maintenance of it. Let’s describe it in a simpler way: A small footwear shop would have to buy an entire computing platform, ensure energy services during the 365 days of the year, contact several internet links with a sufficient level of reliability, and hire services of implementation and support to achieve at least a small percent of what a SaaS platform can support.
To use Meridian, we must be clear of its components and how they work:
– App Maker: a platform hosted on HPE Aruba Networks cloud and available to all customers globally who need to create a customized application with simple and intuitive steps.
Figure 1: Meridian App Maker main screen.
– App Viewer: a free application available in the Apple and Google virtual stores, this allows the customer to test the application in progress and check all the changes in real time.
Figure 2: Meridian App Viewer Example.
– White Label Service: This is the process where Meridian posts the Final Application in the stores and it’s responsible for the security health checking, support, maintenance and availability for different locations.
– Beacons: Small Bluetooth devices installed onsite for detecting the proximity of users or guide them from spot A to B.
Figure 3: Battery Powered Beacons.
– Campaigns: These are built to be trigger by the beacons and then shoot messages to users through the application. Results can then be analyzed in terms of delivery, visualization, and follow-up.
– Analytics and Reports: A process that allows us to analyze the results of our work, and with which we can make smart decisions that can improve the effectiveness of the campaigns and promotions.
Figure 4: Meridian report examples.
Through the use of Meridian for mobile engagement our customers have the opportunity to convert a budget spending project into an investment project in order to generate new streams of revenue and to grow profitability through the mutual benefits: The Client achieves what they need, and our Customers increase sales and get more prepared to continue the journey.
All of the above is credited to the data result analytics. Let’s get a better perspective via the following example:
A Grocery Store has many products for its client’s personal use, among which is the Toothpaste A. One of the Sales Specialists of the store achieves a Sponsorship Promotion with the Toothpaste A Manufacturer in exchange for a more convenient physical position in the store plus a notifications campaign to all clients’ phones entering and passing by the store. The notifications would inform them about the new promotion, and the beacons guide the client’s step by step toward the Toothpaste A products. At the end of the day, the campaign analysis shows that the sale of promotional products suffered an increase the reports can be sent to the Toothpaste A Manufacturer for support documentation. Finally, everyone is happy, the manufacturer, the sales specialist, the Store team and, above all: THE CLIENT. This is a scenario where everyone wins through the Mobile Engagement service.
By: Jose Luis Acebo
HPE Aruba Networking Product Manager at Westham Trade Co.