Despite the fact that some analysts have already pointed out the enormous potential that mobile phones have in the field of marketing, the truth is that in practice the departments of many companies do not seem to be exploiting their true peculiarities. For the first time, a channel capable of connecting a transmitter with a large mass of receivers, in the same way that TV, radio or the Internet have been doing for decades, can help to solve a complex equation in communication, opening a window to the private space like never before has been done from the mass media. The potential of the mobile channel lies in finally materializing a path towards the real personalization of content. From the user’s perspective, with the premise of being an intelligent filtering formula against the overinformation to which it is exposed on a daily basis and from the perspective of whoever communicates, with the ability to maintain direct communication with the consumer and more coordinated between its multiple sales spaces (store or web). Furthermore, This new channel makes it possible in a more precise way to calculate the return through consolidated figures and not after a simple impact statistics, allowing better exploitation of the result of the segmented data. In many cases the relationship between the user and their mobile terminal is direct and continuous throughout the day, for some ubiquitous and emotional.

Here is the main reason for becoming the individual’s first personal assistant, both in their leisure and work moments. The mobility concept makes it possible to blur the border between professional and personal scenarios and ultimately, it manages to cover all hours of the day. For analysts like Ted Schadler, there are a series of connecting moments throughout the day that could be absolutely key under a well-articulated marketing strategy. The popularized “mobile moments” should therefore be the starting point to work on this new channel. In recent times, large consumer companies have been incorporating, within their Marketing departments, work  Cameroon WhatsApp Number List  areas called “online”. These new groups of professionals, in many cases driven by the short-term need to respond to productivity indicators, have focused their efforts on managing and coordinating sales strategies over the Internet, of the same products or services that can be found. in a physical store or to be relegated, without further pretense, to consolidate itself as one more leg of the branding and / or engagement actions through their social networks. Under this circumstance, the dissociation between the online worlds and the physical store have resulted in the company’s strategy not responding to a coordinated planning of both spaces and therefore,

With the arrival of the mobile channel, this disconnection between the physical and the virtual has also unleashed another new confusion. Given that mobile terminals are connected devices, marketing departments have copied their current strategies within the online channel, to orient them towards smartphone users, as if it were just another broadcast platform. In the best of cases, they have been able to read the ineffectiveness of using their desktop web spaces on the screen of the terminals, making them more “responsive” or have even opted for the development of their own app. With this, they extrapolate a better user experience to those shop windows where you can continue shopping online. It is in this scenario where the mobile channel can develop part of its success. The ability to get to know the individual and their preferences, direct communication with the user who receives only what they want on demand, and thus become part of their main personal assistance tool. In addition, it offers the possibility of articulating strategies to attract physical stores through special actions or to immediately reach the direct sale of a product with two touches of the screen. Even being able to develop innovative branding or cobranding actions in real time. These are just some of the aspects that make this channel an unprecedented tool. If on television, the publicity materializes in a video spot; on the radio it is a sounding wedge; in the press images with text, or on the web a hypertextual combination of all this and each one with its rules and communication resources? How should this new channel be? This is the big question that the industry must answer, bearing in mind that this new mobile channel must approach aspects such as segmentation, direct and short tone or, among others, visualization adapted to a good user experience.

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