Touch & GO: Connected Mobile Conversations
A connected mobile conversation is a way of connecting with customers and continuing to engage with them through a series of deliberate interactions on the device. This way, marketers aren't connecting with customers in singular instances and hoping they come back for more, or that they will naturally take the next step in engaging with us. We shouldn't be implementing isolated mobile tactics that have no driver either to it or from them, but thinking wholly from start to finish about how they can work together. The process is rooted in a deep understanding of the customers, how they use mobile, and also the capabilities of the device itself.
Knowing about a recipient's device may seem like an added bonus, but it is actually the only way this strategy can be reliably effective. The key is to learn about the device before deploying content, and to customize the actual text message that is sent. Some solutions attempt to address this challenge by sending a generic SMS message to all recipients with a link to a web page. Once users click the link—if they click it at all—the resulting web page can be scaled according to the device's screen size, but this approach misses the mark on creating a customized experience for the user for several reasons.
Because the initial message is a generic blast, there is no way to personalize the content (i.e. sending a Passbook download to an iOS user or sending a separate set of content to someone with a Blackberry or feature phone), and the experience relies on a second step to access a web page, yet the message experience is the same for all users. Rich Media Messaging is a technology that uses Intelligent Handset Detection to first discover the device, and then deliver an optimized message, all within mere seconds. Data points like device type, screen size, OS, and network can be known and will become essential to marketers as they seek to build customer relationships via mobile.