Mobile moments are at the heart of user engagement
Just in the US, over 35M mobile moments happens per a day. And this number is just exponentially increasing. Marketers have to do something in order to meet this expectation both from quantitative and qualitative sides.
Believe or not, an average smartphone user pick and see his phone at least 200 times a day and according to Forrester, spending around more than two hours a day accessing to apps and mobile web. When users are on the mobile web and or using mobile apps expects context, immediacy, simplicity, in brand communication in these moments, and brands have to be adapted to these mobile moments immediately.
Mobile moments have to be shrinked to very micro moments, due to the usage of mobile phone means simplicity and shortness for users. Also mobile moments are continuously disappear in the ether and the brands have a very short and only moment to get it. And finally, maybe the most important factor in mobile moment, context has to be appearing proactively and not pulled by the user.
Marketers are quite not successful in mobile moments engagement
However these advanced expectations are known for marketers, they are fall short in these mobile moments currently. However they know every interaction with the user could generate a positive – and thus loyalty and revenue for the brand – or negative experience on the user journey towards to the brands. Today’s users are demanding a seamless, consistent and integrated brand experience delivered with ultimate simplicity and relevancy in time and content.
New vendors for mobile moments automation and engagement
To solve these problems for brands, a new vendor category is emerged, the mobile engagement automation vendor. In this category the old rules do not work. Adapting, delivering and anticipating mobile moments could significantly challenge the most sophisticated tech-enabled marketers also. As a result, marketing technology vendors have to provide the intelligence and the synchronization of realtime interaction management platforms for wide scale of mobile moments and its complexity.
To deliver and meet these marketer expectations, Forrester suggest to follow the IDEA framework, that helps to automate the user mobile moments lifecycle from data and analyses to execution. The IDEA framework at step one identify (I) the audience and the mobile moments, than design (D) the engagement decision and assembly, following the engineering (E) phase which deliver the interaction, and finally analyse (A) the performance and measure the optimization.
Despite the proposed very basic structure, scope of the mobile and thus the user journey could differ vendor by vendor. Marketers have to choose partners wisely especially when soultions can vary greatly and vendor landscape is quite immature.
Anyway and finally, mobile moments engagement automation solutions can analyse and manage user information in real time, to allow marketers to proactively engage user in the mobile moment that could be a strong competitive differentiator for the brand.