Mobile Internet enhances consumer and brand interaction

1. Understanding consumer "mobile Group"

In today's mobile-centric world, different consumer groups interact with your brand in radically different ways. This makes it difficult to really understand the needs of mobile consumers, making it difficult to build effective mobile strategies to meet consumer expectations.

The easiest way to understand the consumer mobile group is to initiate questionnaires among consumers, understand their needs, and measure how satisfied you are with your existing mobile interaction strategy. After the analysis of the results of the investigation, to obtain accurate judgments, to help enterprises to establish an efficient mobile interaction strategy. The Consumer research agency Forrester provides a service called "Mobile Mind Shift Index" To help you do the job well.

2. The most important thing is not "invention", but continuous "improvement"

Today too many business managers are racking their brains to invent "the next great mobile product and service". This way of thinking will lead to a lack of substantive action, only everyday fantasy. Even worse, it is wasteful to spend a lot of time and money on innovation, and this so-called innovation is not rewarding or even satisfying.

Remember, your business is not changing for mobile devices and mobile internet! Like the traditional Internet, the role of mobile Internet is to make you better service, support and marketing for consumers.

In terms of mobile products, the golden rule of the enterprise is the same as before, that is "follow the profit". This means that you first need to consider the business goals of your business, not what advanced mobile technology should be used. Always pay attention to the level of customer interaction with your brand, and constantly meet the new needs of existing products, so as to bring profits for your business. And all the new mobile technology is the tool you use to constantly improve your existing services, you should first consider business objectives, and then consider mobile technology.

To sum up, in mobile technology, do not always think of inventions. Remember, the most important thing is not the invention, but the continuous improvement.

3. Rethink the nature of mobile apps: There's a lot more to it than "function."

Since the advent of mobile applications, we are considering the functions of mobile applications. Until today, when it comes to mobile apps, our first reaction is "What's the function of this application?" However, in addition to the functional nature of mobile applications, we should also consider how to use mobile applications to enhance consumer and brand interaction, so that consumers and brands have a higher degree of participation. Today's mobile devices are rich in functionality, such as SMS and voice applications, positioning services, mobile payments, and so on that are highly interactive. A successful mobile consumer interaction strategy should be able to develop an application that utilizes all the capabilities of the device to interact with consumers.

4. Make various decisions at the right time

I believe that in the near future, there will be a large data tool to enable enterprises to analyze the various behavior of consumers, so that the right time to adjust the consumer interaction strategy, and to rely on this to carry out marketing, so as to obtain better marketing results. But before the day comes, we can actually do it in a few simple and efficient ways.

You can look at consumer activity data in CRM and analyze when consumers have the most propensity to buy. After the results of the analysis, you can use SMS mass messaging and other ways to interact with consumers to promote your new products or services. This approach will be able to maximize the attraction of your potential consumers, so that you in a short period of time to usher in the peak of product sales. Remember, in 95% of cases, the user will read the received SMS within 5 minutes. This may not seem like a very high technical content, but it can produce the most direct results. You can try this way today.

5. Identify ROI model, analyze and start investment

But after you have made the right decision at the right time, you should begin to determine your ROI model. In the case of a good mobile partner, the job is not difficult. After identifying the ROI pattern, all you need to do is analyze the feasibility of the pattern and optimize it to achieve the highest ROI. The next job is to determine your investment in mobile services and work out your budget.

To sum up, if you want to increase the level of interaction between mobile consumers and brands, what you need to do is identify the mobile group of consumers, consider the business goals first, and then consider mobile technology, continually improve existing services, rethink the nature of mobile applications, and use all mobile channels to interact with consumers, Achieve your goals by making the right decisions at the right time and by identifying the ROI model of your business in terms of mobile services and budgeting.

The author of this paper is the assistant to Jeff Michhaud of marketing for 3Cinteractive company.

(via VB)