To Engage Mobile Audiences, Focus on The Moment

You live in the age of unlimited possibilities when it comes to customer contact. With the digitalization of the world, you are able to build up a very detailed profile of your customer and get to ‘know’ your consumer very well. It’s like how the local grocery shop owner used to know his customer in person, but now on a massive scale. And that’s a very good thing I think. It closes the gap between traditional quality oriented shops and online price fighters. You can add more value to the consumers by understanding their needs, and consumers are willing to pay more for better fitting services and products. Enterprise business applications play a crucial role in this transition. Applications get smarter, more powerful, are globally available and can be connected to other online solutions (more about that last topic later).  In the old-fashioned local brick-and-mortar store, your grandfather managed supplier relations, product range, stock and display, pricing, finance, marke...

Business messaging in 2020 will be quite different from what you’re used to. Different, both from a business and a consumer perspective. Questions raised on both ends are “Will you notice?” and “Will it matter?”. In both cases, the answer is: “Yes, it will!” And this is how. Communication between businesses and consumers is all about mobile. Your customers, employees, stakeholders, patients, fans or whomever you want to target, all have a smart device in their pockets. How convenient is that? You can reach your audience in person directly on their phones with flashing lights and sirens they can hardly ignore. This is not a pipe dream, it is right now and will stay the same in the coming years although mobile devices might differ in shape. But what’s new then?  Let me give you a quick look into the future. And please, don’t drop out because of the buzz words I’m using. I’ll clarify why these actually matter. 2020 Business messaging is “Less mobile apps and more Conversations...

SMS is something we all know. It has been part of our lives for decades. Therefore, SMS might come across as old, but it has found a renewed purpose. It might potentially change the way we text forever. Let’s see how we get to SMS 2.0. SMS 1.0  The  very first SMS  was sent in 1992. The most well-known usages of  SMS  are the notifications we get. Your dentist appointment, order delivery statuses, and  Two-factor Authentication , all directly sent to your mobile phone. But perhaps you’ve once received your festival tickets through SMS just before the start of the event or received the latest sales items of your favorite store? SMS has the power to deliver the right information at the exact time you need it most. No need to go looking through 5.000 messages, to find the message you are looking for. Plenty of possibilities with SMS 1.0, though in this day and age it would be nice to be able to add rich content.  SMS 1.1 When you combine SMS with...

1.  Extend current lead flows with a mobile phone number field and opt-in checkbox. To make your existing forms GDPR proof while collecting mobile phone numbers for mobile marketing, you need to adjust two things in existing lead flows. First, you need to add the "mobile phone number" field. Secondly, you need to add an opt-in checkbox. You will find consumers are willing to give you their mobile phone number if you clearly tell them the purpose and frequency of use. For this, you use the opt-in checkbox. Within the GDPR, consumers need to give their consciously consent by means of an opt-in, like for example a checkbox. So that means you can’t pre-check the checkbox. To boost collecting mobile phone numbers for your mobile marketing campaign, you could also think of a giveaway.  Outline the sign-up requirements and use an incentive such as a discount or exclusive online content in return for a mobile phone number. Don’t bother the visitor with a long-form with many fi...

Mobile users interact with their phones over  2,600 times a day –mostly for quick interactions. Whether they’re seeking or sharing information, micro-moment marketing can help businesses connect with mobile users at these critical touchpoints. Micro-moments are the times when a mobile consumer turns to a device to know something, go somewhere, do something, or buy something,  reports  the American Marketing Association. In response, marketers need to assist in the journey–especially as the search process becomes more natural. While consumers are spending more time on their devices, their interactions are short. For e-commerce, for example, a consumer visit averages 6.84 minutes on a tablet and 4.87 minutes on a phone, according to 2017 data from eMarketer . How can content marketers leverage these micro-moments to boost mobile sales? Over half of mobile advertisements deepen brand engagement with consumers, according to eMarketer. As the following examples ...