HOW DO ENTERPRISES CONSIDER THE RIGHT MOBILE CHANNEL ?
but also to enhance performance and ultimately revenue and profitability for our clients . We ’ re here to identify and track the right metrics , convert these into tangibles like revenue and prove ROI . Through perpetually testing and enhancing the use of mobile channels we can optimise these numbers .”
Looking at the mobile industry as a whole , Gladwin believes there are several major shifts emerging for mobile technology . “ Devices have gone from being convenient to connected and through this period , content has evolved from being relatively basic to incredibly rich . The evolution of the channel ecosystem where engagement has moved from transactional to conversational gives brands more of an opportunity to engage , listen and influence customer behaviour . For too long marketing has been a decidedly one-way affair , with brands seeking to push their message louder and further into more intimate contacts . However it ’ s not better marketing , just better targeting . Using mobile to engage in true two-way communications with consumers through legacy and emerging channels will be the next significant paradigm shift .”
HOW DO ENTERPRISES CONSIDER THE RIGHT MOBILE CHANNEL ?
The relationship between consumers and enterprises is moving from physical to digital at such velocius pace and to be effective managing mobile channels and customer moments are critical for driving engagement . This has never been as important as it has been in the past year or so , as market and customer dynamics and consumer priorities are changing – as consumers are avoiding crowds , spending less time in stores and venues and increasing their online activity .
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