DorisRon
Member
In response to the dramatic change in the way consumers communicate with brands, marketers are finding solutions to cooperate with them at every possible touch point: in SMS newsletters, notifications in applications and websites, mobile email messages.
In this article we suggest you to consider each of these tools in more detail.
Mobile Internet
While mobile applications are becoming increasingly popular, many users still make purchases directly on the websites of online shops.
This is both a challenge and an opportunity for marketers. Brands which did not optimize their websites for mobile devices, leave customers alone with the unreadable content, or worse - the buttons, which are simply impossible to click on a touch screen.
Forward-marketers changed sites to dynamically adapt the display for the client's device and to facilitate shopping anywhere in the world. According to Google's report, two-thirds of customers will likely make a purchase on a mobile-friendly website than a site that is not optimized for mobile devices.
Mobile mail
More than half of emails are opened on mobile devices, and it should be enough to convince brands to make responsive design of letters their priority.
Responsive design ensures that the letters are well displayed on all mobile devices and operating systems. In addition, make phone numbers, email addresses and items easily clickable in the email.
SMS
Almost 90% of messages are opened and read in the first 90 seconds of receiving what makes SMS the perfect way to alert customers about upcoming sales, contests, updates, or provide information about the delivery.
For example, airlines may notify travelers of changes to departure time, and online stores - to report on the delivery status in real-time.
However, you should communicate through SMS only with those clients who agreed on this interaction, otherwise messages will damage the company's reputation.
Pop-up notifications
Today, consumers spend more time in applications than during TV viewing. Pop-up notifications help brands to pass a message to the user in mobile applications. Such a message can be created on the basis of the classical customer information: demographics, history of previous purchases, and on the basis of relevant information received from the devices. For example, an automatic notification can be generated when the user did not go to the application for a long time, or when he is close to the offline store.
Proposals based on location
Smartphones can already show alerts and ads based on the user's physical location. And this technology is advancing at an incredible rate.
For example, the developers of Apple rolled out bluetooth beacons iBeacon for mobile devices that support low-power technology. Beacons are connected with a transmitter in the physical store. When a customer looks at TVs in the offline store, pop-up notifications with reviews and additional product information can be displayed in real time, overcoming the gap between the physical and digital world. The disadvantage of this technology is in the fact that only Apple devices support it.
In July 2015 Google showed the world Eddystone technology, which is a cross-platform technology for bluetooth beacons. The technology is similar to its "Apple" counterparts, but more open and supports work with devices on different operating systems, such as Android.
How can these technologies be used in business? McDonald's plans to bring self-service to a new level in 2020. Just imagine, you can pre-order dinner, and when you come to the restaurant, the beacon sends a signal that it is time to submit the order.
Your comments and questions are welcomed.
In this article we suggest you to consider each of these tools in more detail.
Mobile Internet
While mobile applications are becoming increasingly popular, many users still make purchases directly on the websites of online shops.
This is both a challenge and an opportunity for marketers. Brands which did not optimize their websites for mobile devices, leave customers alone with the unreadable content, or worse - the buttons, which are simply impossible to click on a touch screen.
Forward-marketers changed sites to dynamically adapt the display for the client's device and to facilitate shopping anywhere in the world. According to Google's report, two-thirds of customers will likely make a purchase on a mobile-friendly website than a site that is not optimized for mobile devices.
Mobile mail
More than half of emails are opened on mobile devices, and it should be enough to convince brands to make responsive design of letters their priority.
Responsive design ensures that the letters are well displayed on all mobile devices and operating systems. In addition, make phone numbers, email addresses and items easily clickable in the email.
SMS
Almost 90% of messages are opened and read in the first 90 seconds of receiving what makes SMS the perfect way to alert customers about upcoming sales, contests, updates, or provide information about the delivery.
For example, airlines may notify travelers of changes to departure time, and online stores - to report on the delivery status in real-time.
However, you should communicate through SMS only with those clients who agreed on this interaction, otherwise messages will damage the company's reputation.
Pop-up notifications
Today, consumers spend more time in applications than during TV viewing. Pop-up notifications help brands to pass a message to the user in mobile applications. Such a message can be created on the basis of the classical customer information: demographics, history of previous purchases, and on the basis of relevant information received from the devices. For example, an automatic notification can be generated when the user did not go to the application for a long time, or when he is close to the offline store.
Proposals based on location
Smartphones can already show alerts and ads based on the user's physical location. And this technology is advancing at an incredible rate.
For example, the developers of Apple rolled out bluetooth beacons iBeacon for mobile devices that support low-power technology. Beacons are connected with a transmitter in the physical store. When a customer looks at TVs in the offline store, pop-up notifications with reviews and additional product information can be displayed in real time, overcoming the gap between the physical and digital world. The disadvantage of this technology is in the fact that only Apple devices support it.
In July 2015 Google showed the world Eddystone technology, which is a cross-platform technology for bluetooth beacons. The technology is similar to its "Apple" counterparts, but more open and supports work with devices on different operating systems, such as Android.
How can these technologies be used in business? McDonald's plans to bring self-service to a new level in 2020. Just imagine, you can pre-order dinner, and when you come to the restaurant, the beacon sends a signal that it is time to submit the order.
Your comments and questions are welcomed.