The taxi industry is the illustration of a conventional business that has been changed by technology compared to five years back , that the landscape is nearly unrecognisable.
The customer journey has transformed from hailing a taxi that was black, to accessing a taxi, or calling a company in advance. The taxi market is a whirlwind of fast-moving rideshare start-ups, posing fierce rivalry for the more established companies that are currently facing difficulties as a result.
We’re seeing this trend more to education across conventional businesses from healthcare. In a world of disruption, what can firms do to battle the challengers and remain competitive? You will find affordable and easy changes more companies can make in order to embrace strategies to stay ahead of the curve.
Use data to attract new clients at key moments
Addison Lee — created over 40 years ago from 1975 — is an advanced business which has invested in ability and tech to keep on competing and driving sales in a world that is digital.
It effectively uses customer information to make targeted campaigns, reaching customers where they invest nearly nine hours on their mobiles.
Location targeting and special event-based advertisements allows you to engage with target customers
Personalising campaigns with location targeting and particular advertisements allows you to participate with target clients and compete against the disruptors.
We worked to run a campaign in affiliation with London Pride, aiming to target the audience that has traditionally used apps like Hailo and Uber, converting them to think of Addison Lee.
Using large data collections and specific key words such as ‘LGBT’ and ‘pride parade’, in addition to the manage @PrideInLondon and hashtags such as #LondonHappensHere, the team were able to discover highly-active users who were most likely to be at the event and require transport. It targeted them to induce them to the program.
Bespoke interactions
When targeting customers on their mobile devices, personalised campaigns are often the most successful. Consumers need every interaction with a brand to be private to them, so ensure the content is applicable.
Consumers want every interaction with a brand to be private to them
In the case of Addison Lee, ads were produced by the creative team featuring rainbow elements to tie in with the event itself, which have been relevant and engaging for those attending the function.
We found that the creatives integrating the pride branding (and also a relevant discount offer) performed the best, with higher engagement and volume (impressions, installs) and lower cost per impression (CPI).
Be more societal
The typical person now spends more time at the bar with their friends than on websites . Even among the older generations (over 55s), over half say they use social media every week.
We observe the very digital focussed brands struggling to efficiently target the right people across of the platforms that are relevant, although Social networking is a very cost effective means of reaching the people.
Companies don’t Have to Have technology or an program in the forefront of their business models to be tumultuous
YEAY, for example, is a startup business and platform which lets you purchase and sell items using video — worked using Taptica to make bespoke video content that targeted users around Facebook and Instagram, retargeting them across other social platforms once they’d engaged with one advert. Doing this helped them develop 26 times greater involvement prices and 6 times reduced invest. Success rates may improve extensively.
Businesses do not have to have technology or an app in the forefront of the business models to be disruptive, so as to stay ahead but they need to be willing to adopt social media and new tactics.
To get your business from A to B, it is vital to target customers with messages that are relevant to their own lives — focussing in on what from their worth, to location and their hobbies.
