The Connected World
Smartphone owners look at their phone 150 to 200 times per day (Forrester). To put it into perspective this adds up to more than 10 billion Mobile Moments PER DAY in UK / ROI and over 30 billion in the US. What are we spending our time on? We’re accessing email and alerts, websites and apps – often for no more than a few seconds at a time – so quick and easy access to contextual information is what’s needed.
To quote from Think with Google; “Mobile has forever changed the way we live, and it’s forever changed what we expect of brands. It’s fractured the consumer journey into hundreds of real-time, intent-driven micro-moments. Each one is a critical opportunity for brands to shape our decisions and preferences”.
The Mobile Mind Shift
In the context of today’s always connected consumer, the old way of doing marketing batch campaigns to customer segments simply doesn’t have the impact it used to. Businesses are struggling to keep up with the pace of change, and are often deploying sophisticated marketing tools without fundamentally addressing their way of doing marketing. What Forrester call the “Shrink and Squeeze” approach to mobile marketing isn’t working. Consumers are suffering from information overload when what they really want is simple, concise information – when and where they need it.
The problem isn’t unique to marketing. In fact, the failure to collaborate between business departments- Marketing, Customer Care, Operations and so on – results in a fragmented mindset in relation to customer experience (CX) which in turn leads to a fragmented, ineffective mobile strategy.
However, over the last couple of years we have witnessed businesses and marketers starting to adopt a more holistic approach that acknowledges the unique characteristics of mobile engagement. Finally, mobile is no longer viewed just as a passive “fourth screen”, but a crucial part of customer experience (CX).
A Unified Approach?
The concept of Mobile Moments or “Micro Moments” (Forrester Research, Google) has been helpful in advancing this deeper integration of mobile into business processes. Forrester advocate what they call the Mobile Mind Shift to help businesses focus on a mobile strategy that encompasses customer touchpoints across the business.
By mapping out your “Mobile Moments” or customer touchpoints across multiple business functions, your business can create a more “joined up” customer experience that better meets the needs of your customers. “Mobile Moments” events such as proximity, purchase, interaction with contact centre or the Internet of Things – can dynamically trigger automated communications to the consumer in real time.
Forrester usefully provide sample Mobile Moments journeys, such as this one for Starbucks;
These micro-interactions could take place over an array of channels such as push notifications or in-app alerts, SMS, email and even voice, depending on the context. So as part of the unified “mobile moments” approach a multi-channel communications platform is essential.
The payback of integrated multi-channel communications is a more personalised, immediate, useful and engaging experience for your customers. In turn, you can achieve higher ROI both in terms of customer acquisition and retention, and reduced costs through increased automation.
Time to Engage
At Púca, we specialise in mobile communications for businesses and brands. Our multi-channel platform allows you to engage seamlessly across Web, Email, SMS, Social and App Push, and you can integrate your in-house systems (e-commerce, CRM etc) using our secure APIs to keep your data in synch at all times.
Get in Touch today to discuss how we help you provide more “mobile moments” for your customers.