Mobile Marketing Platform

Easy customer engagemnt tip; use mobile

This is a great article from Customer Engagement Technology World focusing on how mobile can be a handy tool in assisting you with connecting and engaging with your customers.  It goes through the benefits of how mobile has the ability to cut through to audiences and also the power behind how personal this mode of communication is.

Enjoy- It’s a great read!​​

The New Rules of Mobile Engagement​​

Defining engagement has always been a challenge for marketers. While most agree that engagement involves an interaction between a brand and its potential customers, few can specify what it actually is. According to some, engagement can be as passive as clicking a “Like” button or an ad, while others feel that the interaction needs to be more substantial.​​

The rise of mobile has only added more complexity to this debate. While the medium adheres to the same principles of engagement as other marketing channels, keeping people engaged on mobile devices requires a fundamentally different approach. That’s because mobile introduces several new paradigms on how people interact with the technology.​​

Perhaps the most defining characteristic of mobile is that it’s very personal. Mobile devices are with us all the time. They’re in our hand, pocket, or purse, from the moment we wake up to the moment we go to bed (about 150 interactions each day). This means that people engage with their mobile devices in a very different way than computers, TVs, or billboards.​​

Mobile is also inherently immersive. On touchscreen devices, we physically touch the content and transform it with natural gestures, becoming part of the experience. The growing popularity of motion sensors and wearable technology will push these boundaries even further, giving marketers the ability — and impetus — to create more engaging experiences.​​

Lastly, mobile is a permission-based channel. In the same way that we don’t invite strangers into our homes, we’re hesitant to invite unknown companies into our smartphones. Any brand which tries to engage people on mobile must first ask for their permission, and then respect this privilege.​​

By bringing all of these ideas together, we can define mobile engagement as an intimate, immersive, and permission-based interaction between a customer and brand.​​

This definition is very different from existing notions of engagement. But in being so different, it provides marketers with guidelines as to how they should engage people on mobile.​​

Specifically, it suggests that broadcast messaging, in which brands shout at their audience to get their attention, is out of place on the medium. To achieve meaningful results, the message must be personalized and served to specific segments of the audience. Everyone on mobile must feel special.​​

It also places an emphasis on building customer relationships. This begins with brands asking for the privilege to engage an audience, and then activating a plan to nurture these relationships. In mobile, brands can only drive behavioral change if they provide value throughout this experience. Trying to achieve quick business results, like asking people to make a purchase right away, will not work.​​

Given these circumstances, it’s not surprising that mobile engagement is so difficult. Among apps — the dominant form of mobile interaction — retention rates are incredibly low. Almost half of people stop using apps after only 1 month, and that number continues to dwindle over the ensuing months.​​

While the app’s user experience may be partly to blame, the remaining responsibility falls on marketers. Are they maintaining a regular dialogue with their customers across multiple messaging channels? Do their customers know to use the app in the appropriate situation and context? Are they collecting in-app feedback? What about social sentiment? The tools to facilitate these interactions already exist, so it’s only a question of crafting the right approach.​​

As the mobile ecosystem evolves, it offers marketers an incredible opportunity to engage their audience. The proximity and permanence of having a presence on someone’s mobile device cannot be overstated. At its best, it’s the one of the most intimate ways to convey the brand’s value proposition. But marketers also need to strike the delicate balance between the engaging and interruptive. Those who overstep their boundaries will quickly have their privilege revoked, as we’ve already seen with push notifications that abuse their welcome.​​

The stakes are high, but there’s also clarity in the chaos. Marketers who embrace the idea that mobile is personal, immersive, and permission-based will be rewarded with a lasting connection to their audience. Those who do not will lose the privilege of being only an arm’s length away from their most valuable customers.​​

Cezary Pietrzak is the Director of Marketing at Appboy, a customer engagement platform for mobile apps. He writes about mobile strategy and helps enterprises and brands to manage relationships with their mobile users. You can read his thoughts on Appboy’s blog and follow him on Twitter at @appboy.​​

Original article found here​​

Graphic source: Google Images

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