Mobile Marketers Have Golden Opportunity To Give Consumers What They Want

Mobile Marketers Have Golden Opportunity To Give Consumers What They Want

Live chat is becoming the new next big thing in customer service. And, judging by some recent informal polling conducted over dinner, South African consumers seem to love it. It’s easy to see why if one considers how we like to communicate these days. Text is king. Few of us relish dialing into a call centre for reasons as simple as the fact that most local consumers do from our cellphones and mobile calls to customer care centres still aren’t toll free. Aside from how we communicate in 2016, let’s also look at when we communicate. The explosive recent growth in free Wi-Fi hotspots means many South Africans are doing their admin in coffee shops and other semi-public areas. This, of course, means few of us are comfortable dialing a contact centre and having a very public and loud spat with whatever large corporation is annoying us that week. Even if hundreds of thousands of us do still work in traditional office environments with desk phones, the ever-popular open plan design again means text-based communication with call centre agents is preferred for privacy reasons. How utterly convenient to be able to engage in written customer communication while one’s furious keyboard typing is mistaken for work by impressed colleagues. When it has become so obvious what connected people prefer, it’s disappointing to read that over 70% of online retailers do not care enough about their customers to properly address their communication preferences, according to OpenMarket research after polling a selection of online retail operations. The eye-opening research revealed that 64% of consumers prefer texting vs a voice call for customer...
Mobile Marketers Should Take A Walk On The Wild Side (Now & Again)

Mobile Marketers Should Take A Walk On The Wild Side (Now & Again)

While much innovation typically springs from the corporate sector, business people are naturally conservative. This cautious approach comes from the basic business need to make scarce resources work as efficiently as possible to deliver the best results. That’s the essence of capitalism. It’s natural then for the mobile marketer, who is a business person after all, to want to revert to mobile tactics that work. There’s nothing wrong with this approach besides the obvious downside of never exploring beyond the old reliable mobile channels of SMS and Please Call Me text tags. These are wonderful tactical tools, but as we have seen from the launch last year of InTarget’s USSD-based mobile research survey product, for example, there is so much more brands could be doing with the mobile marketing technology that’s available from world-leading specialist firms like InTarget right here in South Africa. With the above in mind, did you know that brands can create rich mobile experiences for their customers based on location and proximity? InTarget is able to bring location-powered mobile marketing to consumers using micro-location Bluetooth technology as well as macro-location geofencing. Our location and proximity mobile engagement platform can be tweaked to build rich, intelligent and compelling mobile experiences and campaigns to cellular users in the right place and at the right time. For example, a location-based mobile marketing campaign developed by InTarget could mean a conference organiser might provide attendees with a greeting when they land at the airport, the details of the closest driver to escort them to their hotel, and check-in information as they approach the venue’s concierge. Once settled in their...
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