Overcoming Hurdles On the Road to Mobile Engagement
Do mobile consumers prefer email, text messaging, push notification or other mobile channels to communicate with their favorite brands? Do they like browsing the most, buying or getting information on special deals? And what things do they actually buy with their mobile device, and how often do they do it?
Today's more empowered mobile users increasingly want brand engagement in real time, in context to their personal usage — and they want it now. But identifying these mobile-driven expectations is just the first step in a mobile engagement campaign. Among the challenges in executing it are anticipating the common hurdles that can quickly derail various campaign components.
To shed more light on this, through my recent work with customers and experience in developing enterprise-specific mobile solutions, I've identified three hurdles that companies should give special consideration to. Planning for and overcoming these hurdles can greatly determine the success of a mobile engagement program.
1. Moving beyond the app: Although the app has become the centerpiece of many mobile engagement strategies, apps face several challenges. Among these, setup can be cumbersome and time consuming, with users having to find and download the right app, complete the ID and password setup, and specify preferences. Furthermore, the popularity of apps lead to oversaturation, resulting in a sea of icons battling for space on many users' home screens and app disengagement.
Consequently, one channel that's risen to offer a remedy to this challenge is text messaging. In contrast to the number and siloing effect of apps, messaging offers one simple, ubiquitous channel through which all companies and mobile consumers can communicate. Messaging, therefore, offers an opportune channel that companies should consider to overcome a potential app hurdle.
2. Engaging consumers through multiple channels: New channels available through apps have combined with traditional channels like email to present a range of options for consumers to choose their communication preferences. As a result, companies needing to reach consumers can face the challenge of a fragmented mobile landscape. However, new technologies enable a sequence of mobile channels to be activated to deliver messages in an escalated format, while offering consumers the power to personalize the way they want to be communicated to.