3 Rules of Mobile Engagement
1. Avoid unsolicited contact. Mobile users are more protective of their privacy than they may be on their PCs. They loathe brands that initiate interactions without prior consent or approval. Seek that permission by incorporating mobile opt-in opportunities into existing communication channels such as website profiles, shopping carts, email newsletters, and coupon and rebate programs.
2. Hand over the reins. Mobile users require control over when, where, how and how often they interact with brands on mobile platforms. The more personalized the control, the better. Make the opt-in options granular by giving consumers choices not just about the frequency with which they hear from you, but also the stimulus to the contact. Do they want location-based offers? Notifications when certain items are on sale? SMS-based customer support?
3. Create custom, relevant experiences. Don’t limit your personalization to the mode of contact. Be as attentive to curating your mobile content as you are to your online content. If you’re a coffee retailer, for example, don’t just offer location-based or seasonal promotions via your mobile app. Facilitate knowledge and the building of community with fresh content on the general topic of coffee and then enable coffee lovers to connect with each other around that content.
So come on and connect already.
Julie Wittes Schlack is the senior vice president of innovation at Communispace Corporation. Julie can be reached at firstname.lastname@example.org.