Mobile Engagement is about communication and delivering useful, interesting and rich content
When you’re creating a mobile marketing campaign, one thing you need to remember is that mobile is one of the most intimate platforms on which you can connect with consumers. Most people always have their mobile devices with them, whether they are shopping or commuting to work or even sitting on their couches and watching television. They’re constantly engaged with their mobile screens and if they’re not checking their email or sharing updates on social networks, they are searching for products they need or they’re simply browsing. Obviously then, mobile is an important part of most people’s lives.
What brands need to understand here are two things:
1) The rules of privacy that apply elsewhere, also apply on mobile. Yes, marketing works on the principle of disruption, but as we pointed out, mobile is a peculiarly intimate device. No matter what people are doing they have their mobile devices with them. This is why marketing messages, unless they are truly useful and/or engaging can annoy people.
2) The other thing that needs to be remembered is that given how pervasive mobile devices are, brands actually have a lot of flexibility in how they deliver their marketing messages. Text messages and emails may only end up cluttering your customers’ inboxes, but there are still other options, such as using location-based services and using QR codes in campaigns.
These two points define the limits of mobile marketing. However, once brands have understood these limits (or possibilities) of mobile marketing, they also need to keep in mind a few rules that will help them incorporate the elements of mobile engagement.
1) Be brief and interesting: With marketing messages coming at them from every direction, customers have become adept at tuning them out. So any marketing message that comes through, needs to be interesting enough that it catches their attention. This is especially true for mobile platform. True mobile engagement happens only when brands understand the necessity of providing useful information in a few words.
2) Encourage Feedback: A brand sending out marketing messages to its customers is not communication; it’s bombardment. For good mobile engagement, communication is very important and this cannot be done unless brands encourage their customers to talk to them. With the use of tools like QR code and NFC hang tags, brands can actually open up a two-way communication with consumers.
3) Deliver rich content: It’s cliché to say that a picture is worth a thousand words, but that doesn’t mean it isn’t true. Don’t limit your mobile engagement activities to text messages or emails. Surprise and delight your customers with informative and entertaining images, videos and audio tracks.