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Consumer engagement on mobile with real-time tactics

Real-time Mobile Engagement


In February, Cisco released its most recent Visual Networking Index. Within the white paper were a number of eye-opening statistics, particularly if you believed that mobile device usage was already ubiquitous.

As it happens, global mobile data traffic grew a massive 74% in 2015, with half a billion mobile devices and connections added in the last year. By 2020, Cisco predict that global mobile data traffic will reach 30.6 exabytes per month.

With other reports that mobile usage has already overtaken desktop for the total number of global users and nearly 30% of all commerce sales taking place on a mobile device, it will come as little surprise to learn that user experience and mobile optimization have long ranked as important for marketers.

Yet despite being a primary touch point and playing a critical role in the future of marketing, it’s still considered early days for mobile personalization and omnichannel tactics. And there are a great deal of opportunities for businesses looking to incorporate real-time engagement strategies and create valuable new connections with customers.

The travel industry is one sector where personalization and the latest mobile technology is already having an impact. By 2017, Econsultancy report that 30% of all online travel bookings will be made on mobile devices, and personalization tactics are helping to encourage this figure.

Many people use mobiles for making online bookings because of the convenience and efficiency. The addition of real-time engagement is helping to improve a travel brand’s reputation with customers, along with an uplift in conversion rates. Most obviously, in the form of tailored support – such as a live chat service to assist customers through their booking with the same level of personal attention they might receive from an in-store travel agent.

The TUI group (which incorporates travel brands including Thomson, First Choice and Laterooms) is another within the industry that has recently embraced personalization across devices. TUI’s new strategy creates a profile of users by collecting anonymous browsing data, recalling information regarding to departure airports, holiday destinations or hotels. This allows the sites to serve up content better tailored to the requirements of customers as they search. 

But it’s in brick-and-mortar retail stores where the most exciting developments in mobile personalization are likely to take place. Here, the use of behavioral and contextual data could usher in the next level of personal engagements.

For example, this could take the form of product scanning, where shoppers are shown reviews of the item they are looking at, along with contextually relevant related products. Or, it could be an interactive map to guide customers to the object of their desire in a large department store. Alternatively, it could take the form of locational triggers that deliver product discounts or other promotions directly to a shopper’s mobile device. Plus, new advances in mobile Virtual Reality, will soon allow consumers to ‘interact’ with products – for example, to see what a piece of furniture might look like in their living room.

Using mobile engagement to react in real time will help your brand create better experiences for your customers, building loyalty, brand love and new heights of engagement. With travel and retail already taking advantage of what this type of big data can achieve, it is only a matter of time before others verticals like healthcare, banking and automotive start to benefit from it too.

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