THE ELEPHANT IN THE ROOM : COVID-19
CHEETAH DIGITAL
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When thinking about mobile and how it connects brands , consumers and touchpoints , it is an ecosystem that offers many channels . “ SMS as we discussed earlier offers ubiquity , immediacy , engagement and familiarity , and of course gives the benefit of high confidence to deliver a message to all customers with it being read in a short time . If you were to receive a fraud alert , you would want to receive it via SMS so you could act quickly rather than an email . Apps hold value driving convenience , immediacy and provide a non-restricted environment to represent a brand ’ s content . Having your app on a home screen is like having a prominently placed billboard and offers a streamlined pathway to gain information such as bank account details or a call-to-action where your airline seat reservation may be open to confirm . Apps also open up the opportunity to trigger real time messages based on activities such as in app behaviours or geo-location .”
“ Mobile wallet is fast emerging as another convenience touchpoint for consumers , from paying for coffee or catching a train , but for marketers it
provides a gateway to reward loyal customers with points or coupons .”
Clearly there ’ s lots to ruminate , but Gladwin is clear “ above all the most important decision maker in channel choice is that of the customer and every enterprise should actively seek preferences and correspond with their communications accordingly .”
THE ELEPHANT IN THE ROOM : COVID-19
When discussing the impact of COVID- 19 so far in the industry , Gladwin says “ There has been an elevated importance during COVID to support the
NOVEMBER 2020