In the first part of this blog post, I described per­pet­u­ally con­nected cus­tomers, also known as per­pet­u­als, who use smart­phones, tablets, and PCs. In Change This, dig­i­tal ana­lyst and futur­ist Brian Solis explains that these early adopters of the lat­est trends are “con­nected to each other and the world-at-large, they’re also con­nected to tech­nol­ogy. They are born digital-first.”

Let’s quickly review the three ways to con­nect with per­pet­u­als that I cov­ered last week:

1) Under­stand Their Immu­ni­ties to Tra­di­tional Marketing

First, per­pet­u­als are immune to tra­di­tional mar­ket­ing strate­gies such as the ubiq­ui­tous ban­ner ad. They seek value from the brands that win their busi­ness and expect per­son­al­ized expe­ri­ences through every device and chan­nel. As mar­keters, we must think out­side the box and draw out­side the lines in order to con­nect with this per­pet­u­als in uncon­ven­tional ways.

2) Think About How to Regain Their Trust

Sec­ond, their default stance toward mar­keters is this: I don’t trust you. So you must think about how to regain their trust by pro­vid­ing them with rel­e­vant pro­mo­tions and highly valu­able prod­ucts or services.

3) Rise to Their Level of Expectation

Third, per­pet­u­als are prone to frus­tra­tion if ser­vices and infor­ma­tion are not timely, effi­cient, has­sle free, and con­ve­nient. Remem­ber, they will judge you on the level of ser­vice that you pro­vide and quickly ditch you for a more tech savvy option.

How well did you do inter­act­ing with these three busi­ness ideas last week? Today, I will fin­ish this blog series by look­ing at three more ways to con­nect with per­pet­u­als. 

4) Think Mobile Unique to Deliver Mobile Delight

In a pre­vi­ous blog post on CMO​.com, I encour­aged mar­ket­ing lead­ers to, “Think mobile unique to deliver mobile delight.” Instead of deliv­er­ing the same “vanilla” expe­ri­ence to your mobile cus­tomers, you should use infor­ma­tion that is unique to smart­phones and tablets such as device type, oper­at­ing sys­tem, con­nec­tion speed, loca­tion, and sen­sors to per­son­al­ize the expe­ri­ence. Fur­ther­more, by com­bin­ing infor­ma­tion in the consumer’s pro­file (pref­er­ences, time, behav­ior, social graph, and offline data) with mobile unique dimen­sions, you can achieve even higher lev­els of per­son­al­iza­tion. This is not the era of one size fits all. As mar­keters, we need to under­stand mobile tech­nol­ogy and pro­vide opti­mized expe­ri­ences for both mobile web­sites and mobile apps.

Amer­i­can Express (Amex) is a per­fect exam­ple of a com­pany that is think­ing mobile unique. Their mobile apps pro­vide rec­om­men­da­tions to rel­e­vant mer­chant offers in real time for US card mem­bers based on their spend­ing his­tory and location―a card member’s “spend graph.” In addi­tion, this new mobile offer engine is a one stop shop to eas­ily find, add, and track offers and sav­ings from Amer­i­can Express and its mer­chant partners―including those avail­able through the company’s Face­book, Foursquare, and Twit­ter pro­grams. With a sim­ple “click,” a per­pet­ual can add these offers directly to their card and share them with friends. For exam­ple, when I vis­ited Amex’s app today, Whole­foods was offer­ing $10 back when you spend $75 or more. Because I need to stock my kitchen pantry with healthy food and snacks, this offer matched my needs and I jumped at the oppor­tu­nity to save money. The mobile offers are quick, has­sle free, and con­ve­nient, mak­ing this mobile expe­ri­ence a delight.

5) Think Like a Dig­i­tal Disrupter

Accord­ing to Forrester’s Mobile Mind Shift Index, dig­i­tal dis­rupters are busi­nesses that strate­gi­cally think “about ways to increase the fre­quency of inter­ac­tions” with per­pet­u­als. Their goal is to pleas­antly dis­rupt their cus­tomers with dig­i­tal­ized prod­ucts that add some­thing of value to their fast-paced lives.

Let’s look at Nike as an exam­ple of a com­pany that leads in dig­i­tal dis­rup­tion. A typ­i­cal Nike cus­tomer only inter­acts with the brand every six to 12 months in order to pur­chase a new set of run­ning shoes. To drive repeat engage­ment with their brand, Nike cre­ated the Nike+ Run­ning App that tracks run­ning activ­ity via the GPS loca­tion capa­bil­ity of smartphones.

Nike’s swoosh-wearing, ath­letic cus­tomers value things such as com­pe­ti­tion, fun, and health, so the com­pany decided to sup­port social graph inte­gra­tion with Face­book. This is one of the first apps to use friend tag­ging, enabling run­ners to share daily runs on their time­lines and see their “most fre­quent run­ning bud­dies and who has cheered them on.” Run­ners can track their total dis­tance logged, cities they’ve run in, and more. With this app, run­ners are no longer train­ing solo, but run­ning a vir­tual marathon amidst the com­pany and cheers of hun­dreds of friends. The return on invest­ment (ROI) for Nike? The cre­ation of “a glob­ally con­nected com­mu­nity of sport” as well as increased brand vis­i­bil­ity, cus­tomer loy­alty, and sales.

6) Cre­ate Hassle-Free Convenience

Per­pet­u­als value hassle-free, con­ve­nient expe­ri­ences, notes Melissa Par­rish of For­rester. Because they hate has­sles so much, they will freely give you their per­sonal infor­ma­tion and more in “exchange for things like faster and bet­ter cus­tomer ser­vice” and “VIP perks such as skip­ping really long lines and get­ting hot restau­rant reser­va­tions.” Per­pet­u­als pre­fer alter­na­tive pay­ment meth­ods online because “it’s a has­sle” to con­tin­u­ally enter and re-enter credit card information.

For local res­i­dents and trav­el­ers, I can’t think of a more chal­leng­ing city to get around in than New York. Have you ever expe­ri­enced the chal­lenge of try­ing to hail a taxi there? Let me intro­duce you to Uber​.com. Uber has made it “uber” easy to get around Man­hat­tan. Using your smart­phone GPS, Uber accesses your posi­tion, enabling dri­vers to locate you, pick you up, and drop you off. After you arrive at your des­ti­na­tion, Uber charges the credit card on file and emails you a receipt. No cash, no has­sle, no headache. A per­fect exam­ple aimed to please perpetuals.

To Sum Up: Sim­plify the World for Your Customers

I think today’s take­away can be summed up with one word: sim­plify. Think about how you can sim­plify the world for your cus­tomer base. Cre­ate sim­ple, user-friendly expe­ri­ences for mobile con­sumers. Use dig­i­tal to dis­rupt your cus­tomers lives with pleas­ant sur­prises. And finally, take sim­ple steps toward pro­vid­ing hassle-free con­ve­niences for your cus­tomers. When you do, you will find per­pet­u­als smil­ing back at you (the brand) on a daily basis.