The Future of Digital Engagement: Gary Schwartz on Becoming a Part of Your Consumer’s Inner Circle with Mobile Marketing [Series]
Digital engagement is transforming customer service, and elevating the expectations of online and cross-channel shoppers. LivePerson interviewed 10 respected industry experts to help us evaluate oncoming trends and predictions for the coming year. This is the third post in our series, spotlighting insight from Gary Schwartz (@ImpactMobile), CEO of Impact Mobile, Chairman Emeritus of the Mobile Entertainment Forum (MEF) and author of Fast Shopper, Slow Store, on the rise of mobile marketing and ecommerce.
My prediction on the future of mobile digital engagement is that in 2014, mobile strategies will be pushed to the forefront of marketing and ecommerce planning.
The mobile device has become the centerpiece of daily communication for most consumers. The proliferation of mobile screens is encouraging marketers to ask: how can we better understand the customer journey? Modern marketers must adjust and refine their marketing strategies to most effectively reach customers at each stage in the customer journey and across all screens (PC, tablet, mobile).
You don't have much time to pique the interest of your customer, especially considering that “the average adult attention span is 2.8 seconds” (INMA, 2012). Because mobile consumers are often on-the-go, you may have even less time to capture smartphone visitors. Here are some of my key mobile best practices to get their attention:
1. Make Your Mobile Content “Short Format”
Think of your mobile content like SnapChat (the real-time picture chat exchange app where pictures disappear only moments after viewing them). With only seconds to engage and interest your visitors, keep promotions short and to the point on mobile. The message, the idea, and the discussion must be succinct and seamless—creating invaluable content that’s easily digestible and shareable.
2. Mobile Customer Service Must Be Convenient
Mobile shoppers are also more apt to expect convenience when it comes to customer service. In fact, Forrester instructs us to embrace the mobile mind shift -- we as consumers expect any desired information or service to be available, on any appropriate device, in context, at the moment of need.
3. Embrace Your Consumer’s “Inner Circle”
Consumers are attached to their phones; they appreciate the ability to remain in contact with friends and family at all times. When connecting with customers in a more personal device (their mobile), keep in mind that you are competing with personal activity, as well as professional activity. A brand can be part of that inner circle. In fact, a brand must be part of that inner circle. Share content that will truly interest on-the-go consumers, and engage them in an intelligent, more meaningful way.
Looking ahead, marketers should be prepared to engage mobile shoppers in real time, in an intelligent manner. LivePerson research supports the theory that most shoppers need help while making a purchase (83%, according to a global in-depth study of the online customer experience). Offering the chat feature via mobile has emerged as the one of the most effective ways to provide immediate assistance, on the most convenient channel. Mobile chat will likely come to the forefront of many marketing strategies in 2014.
Interested in more on the future of digital engagement?
Download the full eBook to read more from Gary Schwartz and other thought leaders in the digital marketing space— The Future of Digital Engagement: 10 Thought Leaders Share Predictions for 2014.