1. Your business can conduct business in real time as the consumer is on the go with their mobile device. The smart phone gives the consumer instant anytime access. This means that the consumer can call you, read your email messages and interact with you on social media – all while they are on the move.
    Here are five key issues to consider.
    Consumer Acceptance
    Mobile has the ability to target people one on one, yet there still exists the “horde” marketing mentality. “Horde” translates to as many offers to as many people most of the time. Instead the focus should be on extreme personalization (which might be hit or miss and you can learn from it) driven through preferences.
    Managing Emerging and Transitioning Technologies
    Old mobile was designed for the flip phone. New mobile is being designed for the smart phone. Applications are being built for both environments – the old flip phone and the smarter phone; and in some cases applications are being delivered without proper testing. You will get fewer second chances to make first impressions with mobile applications.
    Cost of Usage and Bandwidth 
    While incoming is free in many parts of the world - many US providers make a lot of money on incoming messages. Hefty fees on the transfer of data coupled with real network bandwidth challenges are going to be the gauge on driving user engagement. The cost will have to come down, bandwidth will have to increase, and the applications will have to be more efficient to keep users engaged.
    Regulation and Laws
    Do you know about the Telephone Consumer Protection Act? Before capturing user preferences, businesses need to make sure that the consumer has opted-in to receive mobile messaging. There are a number of companies that are offering to get the consumer opted-in to your marketing messages via SMS, yet their methodology opens up a can of ethical worms.
    SPAM
    You have to be wary of spam; this is the easiest way to increase regulation, choke bandwidth, increase costs, flood the consumers in-box, consequently reducing consumer acceptance. A few large companies with top-notch programs are “unaware” that their “local brick and mortar places” have their own mobile messaging initiatives!
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