Businesses these days are facing a mobile engagement crisis. This is because of the changing demands and expectations of consumers when it comes to mobile engagement. A business big or small should look for ways to overcome the mobile engagement crisis faced by most.
The popularity of mobile and applications has grown rapidly. Today, mobile is the cornerstone of a lot of brands, with companies adopting enterprise mobility not only as a vital component, but for some, the whole basis for their business. Mobile has shifted from being an engineering focus into a critical area that markets should master to build profitable, strong relationships with customers. Consumer behaviors and expectations have dramatically changed as well. Consumers have come to expect a highly relevant, personalized, timely experience when it comes to mobile. Unfortunately, the expectations are not being currently met.
These days, businesses are facing a mobile engagement crisis. Why? This is because companies fail to lead with data to understand and engage their mobile users properly, which cause them to churn at alarming rates. In fairness, the huge amount of technology and data available to marketers is just overwhelming. However, those who have taken the first step via shrinking their digital strategy to mobile would tell that is simply does not work. Mobile is an entirely new game.
It looks like every day another main retailer is in the news that are struggling to maintain profits. Major brands such as for instance Best Buy and Walmart have alarmed shareholders and employees alike recently, with slumping sales and struggling profits. For a lot of these companies, ecommerce and by extension mobile, is seen as one of their last saving grace. Nevertheless, regardless of the opportunities the channel presents retails continue to struggle with mobile marketing, falling victim to the mobile engagement crisis. The challenge for a lot of retailers that want to capitalize on mobile is that it is a fundamental change in the way brands interact with customers. The internet is a one-way, static content delivery, whereas mobile transforms the dynamic to a two-way, interactive experience, one that is dynamic to a user. This sounds good but difficult to harness. The hardship with the shift is the way that retailers get stuck believing that mobile is just an extension of the web. This is not the case and this kind of thinking leads to an unimpressive application that’s likely to drive away users instead of keeping them coming back. As mobile user expectations are higher than ever, retailers have no excuse for not giving their best. The seemingly infinite applications for users to choose from is uniformly lowering rates of engagement. Another major concern is that marketers are not effectively using the mobile tools at their disposal.
The great news is that there are a lot of ways of combating or overcoming the mobile engagement crisis. For retailers to leverage mobile, they should exert efforts in going deeper in their comprehension of users. This means driving users to register and authenticate, otherwise, there is no good way of automatically fingerprinting and figuring out who the users are. Without knowing who the users are, retailers could not use their insights to be more intelligent as well as successful with user interactions. Another thing is that retailers should make certain that they consistently share data between channels. If a retailer sends push messages to try to get a customer to convert, yet they do not know whether the person received an email, the retailer will double its marketing reach to that person and potentially annoying the customer, losing the client altogether.
It’s up to retailers to ensure that with any mobile marketing campaign, they’re linking their efforts to the right metrics. A lot of campaigns are successful in the short term, but could have unintended consequences on a more important metric, such as lifetime value. For retailers that are looking to drive strong profits in time, the key is to look more carefully in the longer term, downstream metrics instead of only those that shine in short term.
Retailers success means to go beyond what is already been done and to think beyond the device. For a big or successful brand, there are likely piles of customer data waiting to be harnessed. With this, a retailer could be more insightful, driving enhanced mobile engagement and creating applications that delight consumers. The way of stopping bad engagement and overcoming the crisis is better understanding of mobile users and how to utilize modern da tools, such as push notifications and location-based targeting to engage and retain customers in the most effective way.
Real-time dashboards as well as visibility provide insight to drop-offs, bottlenecks, performance spikes, document costs per channel and numerous other metrics. As what is happening in the process in real-time, one could rapidly make enhancements and other vital modifications. Captured information is matched automatically, corrected and validated, which eliminate the need to burden consumers with manually correcting data. More importantly, there is more accurate data available to the downstream processes and systems for analytics, revenue-generating and upselling opportunities.