Mobile Messaging for Lifetime Relationships
Delivering the right message at the right time is the fundamental goal of every marketer. This principle has held true, regardless of the medium used to deliver the message. Whether email, banner ad, television spot, radio commercial, magazine spread, classified ad, printed flier, town crier, marketers seek to provide information that will trigger action on the part of the consumer.
The medium often dictates the approach and impact of the message. You think 140 characters is short? A town crier had just seconds to shout out a coherent message. In that case, the best bet was to repeat an informative slogan. Richer media allows for more expansive messages. Many magazine spreads tell epic stories, as do 30-second TV commercials, which manage to pack Joseph Campbell's hero's journey into the time it takes to brush your teeth.
We're at an exciting point where mobile messaging allows marketers to create stronger connections with users than ever before. A smartphone is the most intimate and important technology today. How important? Pew Research found nearly half of Americans "couldn't live without it," and that 93 percent describe these devices as "helpful."
Because you can control the time, place and circumstances of delivering the message, the only limits on mobile marketing are the imagination of the marketer and the nature of the relationship with the person. It helps that the smartphone is an omnipresent, geographically aware, fully contextual message-delivery vehicle.
Therefore, marketers can use mobile messaging to build a more intimate, emotionally resonant relationship with their customers. The persistent connection allows marketers to go beyond simply informing and persuading to motivate and inspire long-term relationships.
The key to succeeding with mobile is delighting your users. You have to treat them like people, and not just devices or numbers. Quite simply, the "Mobile Era" has raised the bar for consumer expectations.
Related story: Opt in to a New Mobile Messaging Mind-Set