As consumer focus shifts to mobile, so do marketing and engagement strategies of brands, marketers and social networks. Tapping into the potential of mobile is the holy grail of strategic marketing and equally difficult to come by. Consumers are notoriously fickle and the digital attention span is shrinking by the minute. So how do you ensure that your consumers keep engaged with your brand via your app or other mobile channel?
First of all, not all mobile users have smartphones, which means that not taking them into account eliminates a large proportion of users. And even if your main market is a developed country with smartphone penetration above 50%, we get back to the issue of the dwindling digital attention span – many apps fall into disuse after only a few launches out of curiosity.
The answer is what we call converged messaging: a complete service to make sure your consumers are regularly and efficiently engaged via mobile. SMS is the undisputed king of mobile, USSD a low-cost, high-effect mobile interaction channel, while push notifications ensure a mobile app alerts users at any time. The icing on the cake is context – when, where and whom to engage via these channels.
Contextualisation enables brands to be relevant, delivering the right message to the right user in the right place. While push notifications offer a geolocation feature, allowing to push messages to users in defined geographical areas, Infobip's Number Lookup does the same – and more – for SMS and USSD, as well as for VoIP providers. In this context (pun intended), context means determining the network, status and availability of a mobile phone, i.e. the user. This not only reduces costs, but also ensures maximum efficiency when delivering promotional messages, discounts or coupons.
Number Lookup is an existing Infobip service under a new name. For it now maintains the same feature set and user experience as the previously-branded service, but new features are already under development and will be gradually added in the upcoming months.
We want to explore as many applications as this technology offers. Putting the mobile or fixed number in context allows clients to make qualified decisions.
Converged services are the future of mobile marketing. They address all types of consumers, all demographic and age groups, while context makes them relevant, efficient and cost-effective. In a highly competitive market, those three elements are indispensable for success.
Full service is impossible without contextualisation and Infobip's efforts will continue to be directed towards integrating all our technologies to provide full information to marketers, enabling them to deliver relevant messages.