Smartphones have gone from a novelty to an everyday tool almost overnight. As a matter of fact, people depend on their smartphones to such an extent that some researchers have designated certain types as addicted! Let’s face it, we can’t always be in the office using our business phone system. Mobile phone integration with your phone system is quite vital in today’s tech age.
This is a fantastic development for businesses. Marketing and advertising has changed just as rapidly as the evolution of the cellular phone. Companies who really want to succeed have now been forced to engage with customers right on their mobile devices.
However, with the plethora of information streaming across your screen, companies have to be careful just how they employ their mobile marketing campaign such as GPS positioning and the camera. InformationWeek contributor Jonathan Feldman writes that “…those who do not seek ongoing, permission-based connection are doomed to send out perky little missives that get swatted away before they’re seen, in an endless robotic arms race between marketers and anti-clutter, attention-defending bots. And lest you get smug that you’re in IT and don’t have to worry, let me assure you that you do.”
In short, IT workers have been elevated from behind-the-scenes employees to among the most important members in the company. Their role now can make the difference in success and failure–and that includes in marketing.
Any technological breakthrough is going to have its pros and cons, and new tech like wearables are no exception. Smartwatches, especially, have gotten a lot of hype, and while it isn’t going to replace your smartphone it’s meant to enhance it.
According to Content Marketing Institute contributor Erin Rodat-Savla, the secret is “glanceability.” Short messages that don’t necessitate consumers to go through the trouble of getting their phone out – and battling for attention in a sea of other notifications are the best route.
“To do justice to wearable tech, marketers will need to consider questions like: What information would our customers consider ‘just in time’ and when?” Rodat-Savla wrote. “What can our customers not do or not do easily because they’re looking down at their phones instead of straight ahead?”
There is vast marketing potential among a customer base that accepts notifications as a part of their daily life. It is also possible to attain valuable knowledge about a customer via their interactions with apps and websites. This information can be used to prompt personalized notifications on a smartwatch. Location-based notifications are also something businesses can use to inform consumers about, for example, a new sale.
Not only are smartphones great methods of engagement for businesses, but people want to interact with companies they frequent. When a company is able to instill a constant brand awareness via mobile apps, they keep valued customers involved and further consumer loyalty.