📱 Customer Lifecycle: Emerging Channels
Mobile Marketing & Community Building
🎯 The Big Picture
Imagine you have a lemonade stand. You want to tell everyone about your delicious lemonade. In the old days, you might shout on the street corner. But now? Everyone has a tiny computer in their pocket — their phone! And they love hanging out with friends in special clubs (communities).
Mobile marketing is like putting a friendly sign right inside someone’s pocket. Community building is like creating a fun club where people love coming back.
Together, they help you find and keep customers throughout their entire journey with your business!
🌟 What is the Customer Lifecycle?
Think of it like making a new friend:
graph TD A["🔍 They discover you"] --> B["🤔 They get curious"] B --> C["💰 They buy something"] C --> D["😊 They become a fan"] D --> E["📢 They tell friends"] E --> A
Emerging channels = New and exciting ways to reach people at every step!
📲 Part 1: Mobile Marketing
What Is Mobile Marketing?
Simple Definition: Reaching people through their phones.
Think about it: Where is your phone right now? Probably right next to you! That’s why mobile marketing is so powerful — you can reach people anytime, anywhere.
🍕 Pizza Example
Imagine you’re hungry at 7 PM. Suddenly, your phone buzzes:
“🍕 Get 20% off pizza tonight! Order in the next hour!”
That’s mobile marketing in action! The pizza shop reached you at the perfect moment.
The 5 Main Types of Mobile Marketing
1. 📩 SMS Marketing (Text Messages)
What it is: Sending text messages to customers.
Why it works: Almost everyone opens their texts! (98% of texts get read!)
Real Example:
DENTIST: Hi Sarah! Reminder:
Your checkup is tomorrow at 2 PM.
Reply YES to confirm or call
us to reschedule. 🦷
When to use it:
- ✅ Appointment reminders
- ✅ Flash sales
- ✅ Order updates
- ✅ Important alerts
Golden Rule: Only text people who said “yes, please text me!” This is called opt-in.
2. 📱 Mobile Apps
What it is: Your own app on someone’s phone.
Why it works: It’s like having a store right in their pocket!
Real Example: Starbucks App
- Order ahead ☕
- Earn stars for free drinks ⭐
- Pay with your phone 💳
- Get birthday rewards 🎂
The Magic: When someone downloads your app, they’re saying “I want to hear from you!” That’s very special.
3. 🔔 Push Notifications
What it is: Little messages that pop up on phone screens.
Think of it like: A friendly tap on the shoulder.
Good Push Notification:
“Your order is out for delivery! Track it here 🚚”
Bad Push Notification:
“Hey! We miss you! Please come back! Buy something!”
The Secret: Be helpful, not annoying. If you tap someone’s shoulder 50 times a day, they’ll block you!
4. 📍 Location-Based Marketing
What it is: Sending messages based on where someone is.
Example: You walk near a coffee shop. Your phone buzzes:
“☕ You’re 50 steps away! First coffee is on us!”
How it works:
graph TD A["📍 Your phone knows your location"] --> B["🏪 You walk near a store"] B --> C["📱 Store sends you a special offer"] C --> D["😊 You get a deal you actually want!"]
This is called: Geofencing or Beacon Marketing
5. 🎮 In-App Advertising
What it is: Ads inside other apps.
You’ve seen these:
- Banner ads at the bottom of games
- Video ads between levels
- Sponsored posts in social media
Pro Tip: Make your ads feel helpful, not interruptive!
📊 Mobile Marketing Best Practices
Rule 1: Think “Thumb Zone”
When someone uses their phone, they hold it with one hand. Design everything for easy thumb tapping!
Rule 2: Speed Matters
If your page takes more than 3 seconds to load, half the people leave!
Rule 3: Less is More
Small screen = fewer words. Get to the point fast!
Desktop: “We are extremely pleased to offer you an exclusive opportunity…”
Mobile: “🎉 50% OFF TODAY ONLY!”
Rule 4: Test on Real Phones
Always check how things look on actual phones, not just computers!
🏘️ Part 2: Community Building
What Is Community Building?
Simple Definition: Creating a group of people who love your brand and each other.
🏡 The Neighborhood Analogy
Imagine a wonderful neighborhood where:
- Everyone knows each other 👋
- People help each other out 🤝
- There are fun block parties 🎉
- People are proud to live there 🏠
That’s what community building creates for your business!
Why Communities Are Powerful
graph TD A["🌱 One happy customer"] --> B["💬 Joins your community"] B --> C["🗣️ Talks to other fans"] C --> D["❤️ Falls more in love with your brand"] D --> E["📢 Brings their friends"] E --> F["🌳 Community grows stronger!"]
The Magic: Customers who feel part of a community:
- Buy 19% more
- Stay 4x longer
- Tell 5x more friends
5 Ways to Build Community
1. 🎪 Social Media Groups
What it is: Private or public groups on Facebook, Discord, Slack, etc.
Real Example: Peloton’s Facebook Group
- 400,000+ members!
- People share workout wins 💪
- Encourage each other
- Ask for tips
- Make friends
Why it works: People connect with each other, not just your brand.
2. 💬 Forums & Discussion Boards
What it is: Places where people ask questions and share answers.
Real Example: Apple Support Communities
- Users help other users
- Best answers get highlighted
- Builds trust in the brand
The Secret: Let your community help each other. Don’t do all the talking!
3. 📸 User-Generated Content (UGC)
What it is: When your customers create content about you.
Real Example: GoPro
- Customers share amazing videos
- GoPro features the best ones
- Others get inspired
- Everyone wants to share!
How to encourage UGC:
- Create a hashtag (#MyGoPro)
- Feature customer posts
- Run contests
- Say thank you publicly!
4. 🎁 Loyalty & Rewards Programs
What it is: Rewarding your best customers.
Real Example: Sephora’s Beauty Insider
- Earn points with every purchase
- Free birthday gifts 🎂
- Exclusive early access
- Special member-only events
The Community Effect: Members feel special. They talk about their perks. Others want to join!
5. 🎉 Events & Meetups
What it is: Bringing your community together (online or in person).
Real Examples:
- Nike running clubs 🏃
- Apple Today at Apple workshops 🍎
- Gaming tournaments 🎮
- Zoom hangouts with the founder
Why it matters: Meeting in person (or live on video) creates real friendships.
🌟 The Community Building Formula
graph TD A["🎯 Give people a shared purpose"] --> B["🏠 Create a welcoming space"] B --> C["🗣️ Encourage conversations"] C --> D["🌟 Celebrate members"] D --> E["📏 Set kind rules"] E --> F["💪 Strong, happy community!"]
Step 1: Shared Purpose
“We’re all here because we love hiking!”
Step 2: Welcoming Space
Make new members feel at home immediately.
Step 3: Encourage Conversations
Ask questions. Start discussions. Be curious!
Step 4: Celebrate Members
Spotlight stories. Give shoutouts. Make people feel seen.
Step 5: Set Kind Rules
Keep it safe and respectful. Remove negativity.
📲 Combining Mobile + Community
The Ultimate Power Combo!
| Mobile Marketing | + | Community Building |
|---|---|---|
| Reaches people anywhere | Keeps them engaged | |
| Quick, instant messages | Deep, lasting relationships | |
| Drives action NOW | Builds loyalty FOREVER |
Example: A fitness app that:
- Sends push notifications about new workouts 📱
- Has a group chat where members cheer each other 💪
- Hosts live workout sessions 🎥
- Celebrates member achievements 🏆
🎯 Key Takeaways
Mobile Marketing Remember List:
- ✅ Always get permission (opt-in)
- ✅ Be helpful, not annoying
- ✅ Design for thumbs
- ✅ Keep messages short
- ✅ Test on real phones
Community Building Remember List:
- ✅ Give people a reason to belong
- ✅ Let members help each other
- ✅ Celebrate your community
- ✅ Show up consistently
- ✅ Keep it positive and safe
🚀 You’ve Got This!
Mobile marketing and community building aren’t complicated. They’re just new ways to do what humans have always done:
Connect with each other.
Your phone is a connection machine. Your community is a home for that connection.
Use them together, and you won’t just find customers — you’ll build a family of fans who stick around forever.
Now go create something amazing! 🌟