Touch & GO: Connected Mobile Conversations
The era of mobile marketing arguably began when Apple introduced the first iPhone in 2007. The widespread smartphone adoption that followed liberated us to search and communicate without the limitations of place. Customers began to interact with brands across multiple devices, and a slew of new technologies were developed as part of the shift to mobile. However, just as we saw with the adoption of digital media, companies are leading with technology rather than considering the customer experience.
The proliferation of new mobile technologies presented customers with a host of options when interacting with brands, but there has rarely been a connection from one touchpoint to another, resulting in fragmented and often ineffective communication.
Before, marketers isolated efforts and focused on individual channels—direct, online, out of home, email, in store—but now, since interactions across channels are fluid as customers seamlessly switch from one channel to another, marketers have to follow their audiences with similar strategies. Today, marketers have to think about the customer journey in a series of touchpoints across traditional and modern channels, driving logical, personalized and contextual conversations.
Putting the Cart Before the Horse
A result of the initial frenzied mobile strategy adoption phase, many brands can proudly point to a mobile app (or several), a responsive or mobile site, a messaging strategy, and possibly a mobile wallet strategy. Due in part to the speed of adoption, many brands are now facing challenges in getting customers to interact with them via mobile regularly—25 percent of apps are downloaded once and never used again, akin to a child's forgotten toy.
Perhaps if someone reminded the child how much fun they used to have with the toy, things might be different! To make mobile work, we need to connect mobile touchpoints and orchestrate the intended behavior using both push and pull tactics. This is called a connected mobile conversation.