As the lines between mobile, social and messaging become more and more blurred, contributor Rob Begg takes a look at how marketers will need to adapt to reach consumers.
Rob Begg on June 19, 2017 at 3:04 pm
From a marketer’s point of view, customer engagement is an art form you’re constantly trying to master. There’s no single formula, no correct answer, no perfect approach, and the rules of the game are frequently changing. It’s hard to figure it out, and as an industry, we’ve been at it a long time.
As the customer journey extends across mobile, social and messaging, marketing has had to adapt. Today’s marketers are focused on customer engagement across all of these channels, reaching customers where they are and in the moments that matter to them.
The goal is to create a seamless experience for the customer throughout their physical and virtual lives. But, as mobile, social and messaging become more and more integrated, the distinctions between them get blurrier, and it becomes trickier than ever to reach a single consumer in the moment with the right piece of content.
If I had to make a guess, I’d say we’ll soon see a hybrid of social and messaging conversations of a public and private nature, and it’ll happen on mobile. What won’t change though — no matter the technology, platform or channel — is that the customer is always at the center of any successful business.
Here’s how I view customer engagement in the age of mobile, social and messaging:
There’s no stopping the mobile-first customer
Mobile now accounts for 65 percent of all digital media time, according to comScore. That’s time spent checking email, engaging with friends on social media, doing work and shopping. Marketers have learned that today’s consumer is mobile-first, and they’ve figured out how to optimize content for smaller screens and new channels like apps and social media in order to improve engagement.