January 24, 2013
Context will Lead Mobile Engagement
Brands and marketers need to have a grasp on a user’s total mobile experience to create compelling want for mobile interaction in the future. The digital world is wondrous and growing, but without the ability to enjoy an equal experience on multiple platforms, the consumer is left searching.
Brands and marketers need to be eyeing the omnichannel approach more than a mobile-only or multichannel experience. They need to understand in today’s global economies that if needs are not met equally in one spot, then consumers will continue wanting more. SMS using long code augmented with a web/app experience provides the trifecta of solutions.
Engagement Through Context
Mobile must be contextual, simple and immediate.
We define context as the total sum of a consumer’s mobile experiences. This includes looking at the situational, attitudinal and preferential habits of mobile users. Smart devices (phones, tablets, etc…) still only make up 45 percent of the total mobile devices today which leaves 65 percent unaccounted for if you don't offer the same experience to everyone easily.
When only using mobile apps or Web for the experience, you limit your ability to engage everyone else. When the experience is not the same for the majority they will go elsewhere and the minority may follow leading your brand to lose everyone.
The total sum experience needs to include everyone, whether they have a smartphone or feature phone. To tap into this, marketers need to realize that a customer’s contextual experience is directly linked to the state of a device.
Therefore, a contextual experience should use SMS, voice and web/app experience in the same manner no matter the choice of mobile devices.
Comprehensive mobile strategy
Brands and especially marketers need to also understand that SMS using long code can provide the real connection between mobile interaction with consumers and big data, analytics and even complex event processing.
Now it’s the true killer combination - like chocolate and peanut butter!
We don't often associate the awesome combination of customer experience and the knowledge of how it is working and that needs to change. These two areas need to be together and your brand will have an experience like no other.
Marketers can have easier access to the information about how a certain campaign is going on every level with long codes whether a consumer engages using SMS, Voice or web/app experience and be armed with knowledge to make immediate decisions when situations dictate such requirements.
FlexTALK is a product that can help provide these solutions today in a simple and almost immediate manner. TSG Global also has partnerships with companies using long code that can provide the additional services such as web/app experience without the need for your brand to increase infrastructure or labor force.
Next Wave of Innovation
A growing number of device sizes will make it increasingly difficult to develop for, however, with services like FlexTALK that offer easier development with responsive design will help with designing for a complete mobile experience.
Consumers will navigate to your brand from all mobile devices easily when long codes are used, so make sure your brand is optimized for the devices they want to use. The goal is to deliver the same two-way experience for everyone.
Want to learn more about the latest in communications and technology? Then be sure to attend ITEXPO Miami 2013, Jan 29- Feb. 1 in Miami, Florida. Stay in touch with everything happening at ITEXPO (News - Alert). Follow us on Twitter.
Edited by Brooke Neuman
Related content you may also be interested in…