It’s
amazing to think that just a little over two decades ago, consumers
had only two options to communicate across long distances:
telephone and mail. In today’s mobile, post-PC world, consumers
have countless ways to communicate with each other.
They have similar options when it comes to communicating with brands. The question is, how do consumers determine the proper channel for their communication needs? The decision appears to boil down to six factors:
CONTENT: Is this a marketing message?
As we document throughout the Channel Preference Survey, consumers are
much more selective about the...
There’s no
doubt that today’s consumers are mobile. They’re constantly
on-the-go, sending and receiving communications of all types, and
they’ve come to expect that information be (literally) in-hand at
all times. Consumers in the UK and around the globe are no longer
sitting at their computers searching for information—instead, they
expect information to be available all around them. At the same
time, they expect that information to be relevant to their
lives.
It was
no suprise to us that Australians are leading the world in their
adoption of technology, and in partiular how they connect with
brands on mobile devices. The unparalleled adoption of smartphones
in Australia (49% of us own one!) means that today’s always-on,
hyper-connected consumer is placing demands on marketers that can
often seem bewildering. What was once seen as the "multi-channel
opportunity" is now a "cross-channel imperative" as our audiences
continue to adopt technology that opens up an increasing array of
brand engagement mechanisms.
There’s
no doubt that today’s consumers are mobile. They’re constantly
on-the-go, sending and receiving communications of all types, and
they’ve come to expect that information be (literally) in-hand at
all times. Consumers are no longer sitting at their computers
searching for information—instead, they expect information to be
available all around them. At the same time, they expect that
information to be relevant to their lives.
Each Thursday
at 11am EST, marketers from around the world join the ExactTarget
user community on Twitter for a conversation about trends and
campaign ideas across the interactive marketing industry. We
call the virtual coffee chat the 
Permission-based
email has become the foundation of successful one-to-one marketing,
and a company's database of email subscribers is one of its most
valuable assets.
You've
launched your mobile program, and fine-tuned to increase customer
engagement. Your mobile program is finally in full swing, and
you’re looking to create highly personalized messages that are
consistent across all areas of your business. Since you know your
customer lifecycle well, why not seize the opportunity to
streamline interactions using mobile?
Once
you've got your mobile program up and running, you want customers
to feel engaged and have an opportunity to interact with your brand
on the spot. And as your mobile efforts mature, it’s critical to
provide relevant and dynamic information that keeps subscribers
wanting more.
When
you’re just starting to put your mobile strategy into action, email
is probably your bread and butter for reaching customers. At this
stage, using mobile to beef up your email list is a good first
step—but there’s plenty more you can do to get your mobile program
off the ground!
Convenience,
ease-of-use, and efficiency are no longer wants, but necessities in
our fast-paced society. Auto bill pay, GPS, and other developments
in technology continue to automate our lives. Marketers are working
to stay at the forefront of their customers’ interactions across
channels—including mobile.
It
should be no surprise that the NBA is going to deliver on their
social media strategy this weekend. After fans were able to
STRATEGY
OVERVIEW:
Today’s
tip is similar to 
