WATERTOWN, MA - As mobile devices become the primary means for a growing, worldwide population to access the Internet, the ability to interact with consumers in meaningful and compelling ways has become increasingly important for brands to consider.
Recent findings from Communispace, Connecting with Connected Consumers, found that while connected consumers yearn for streamlined, instantaneous and personalized experiences, as they become increasingly empowered and informed, they are looking to companies and brands to help navigate the many challenges of mobile users ?" by providing tools to help curate, manage and filter the flow of content, or just by acknowledging that these concerns exist.
Additionally, when it comes to mobile marketing, connected consumers demonstrate a strong appetite for contact from brands that is both solicited and relevant, and that enables them to retain some control over the cadence and nature of the interaction.
Communispace identified the following four implications that can help marketers better engage with today??s connected customers:
- Avoid unsolicited contact: Privacy is closely protected and permission is a prerequisite; mobile users loathe brands that initiate interactions without prior consent or approval.
- Come and connect, already: Mobile consumers are ready and waiting for contact with familiar brands on mobile devices; awareness and willingness is there, but few brands have cracked the code for providing consistent value via mobile technologies.
- Hand over the reins: Mobile users require control over when, where, how, and how often they interact with brands on mobile platforms ?" the more personalized, the better.
- Create custom, relevant experiences: Untargeted and irrelevant content will be shunned by mobile consumers. Specialized, personalized and exclusive offers suggest an aptitude for giving customers what they need and want.
"Whether engaged in consumer research or marketing campaigns, trying to understand consumer motivations, or attempting to motivate their actions, companies and brands must understand and embrace mobile technologies as consumers?? constant companions," said Julie Wittes Schlack, senior vice president of innovation and design at Communispace.