As a proven media channel for marketers, mobile provides marketers with the opportunity to get to know their clients better and to communicate more meaningfully, by using all the data they have at their disposal to make sure they send the right message, with the right content, to the right person, through the right channel.
According to Jaco Coetzee, Managing Director of Brainstorm Mobile Solutions SA: "Customers are seeking a great user experience with quality content relevant to them. And as a marketer, you want to reach customers in ways that impress them by delivering appropriate and useful information at the right time through the right channel."
For consumers, using mobile as a self-service channel for interacting with brands and enterprises is becoming a key product differentiator when influencing their decisions in purchasing and consumption. The consumer psyche has evolved from a state of mind where the perception of mobile is that it is a prerequisite, not an unnecessary touch point.
"As a result, some organisations reacted to this shift in demand by building out a mobile proposition with a hurried go-to-market approach that in many cases led to a poorly crafted strategy and with no real value," say Coetzee. However, these organisations are now becoming more engaged with mobile technology specialists and service providers to re-evaluate and better understand the spectrum of mobile technology and how to effectively exploit it in a digital strategy.
Brainstorm Mobile Solutions SA encourages organisations that have not adopted this trend to test it. "It goes without saying that organisations with a digital strategy which includes mobile solutions are set to achieve their goal of engaging customers while also building and strengthening their brand," says Coetzee.
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