A strong mobile content strategy can boost customer engagement

by Sohini Bagchi    Apr 09, 2013

mobile content

Mobile devices such as smartphones and tablets are becoming indispensible tools for enterprises to connect and engage with their customers. According to a recent Forrester study, a strong mobile content strategy can boost customer engagement significantly. The research notes that companies that already have a mobile content strategy in place have been successful in driving continuous customer engagement and are getting a much higher ROI.

“To innovate in the age of mobile, enterprises need to have highly compelling and relevant content that are also timely and personal. In other words, the content should have the potential to engage customers.  It is therefore important that companies integrate mobile into their current content strategy in order to drive this engagement,” says Narasimha Suresh, CEO & Founder, TELiBrahma.

According to Forrester Research companies will spend about $900 million on various mobile engagement services in the next one year, and a chunk of this growth would come from strategic mobile content. At present, most companies are yet to establish a mobile content strategy that can drive continuous customer engagement.

Cross-channel customer experience

“The biggest driver behind mobile content strategy is to enhance customer satisfaction and in turn stay ahead of the competition,” says Vish Magapu, CTO at HomeShop18. He believes that the mobile channel is becoming so powerful that if you fail to make an impact with your mobile customer service, chances are you there are no other channel that will give you a competitive edge in the market. In the e-commerce business for example, if the content is not engaging enough, chances are that most customers will leave your shopping cart. With mobile is becoming an extension of the in-store experience, having a mobile content strategy is becoming essential for engaging the customer and understanding his purchase preference and decisions.

According to Simon Yates, Principal Analyst, Forrester Research, mobile e-commerce as a percentage of online commerce is in the low today, but some retailers are already creating consistent cross-channel customer experiences. Synchronizing numerous physical and digital touch points allows retailers to maintain continuous, engaged relationships with their customers before, during and after a transaction. He believes that it is not only online retailers alone, even conventional retailers must learn to engage customers via mobile content at the right moment informing customers about their offers, services and announcements and partly by collaborating with the online retailers.

Content strategy - consistent and contextual

For a successful mobile content strategy, companies must also take into consideration context and consistency. “While creating a mobile content strategy, it is important that the context is relevant and this may involve a lot of research. As a company, you have to have to win the credibility to deliver the content in the right context,” believes Suresh.

A good mobile content strategy will analyze your immediate context even before displaying the content, says Yates. While the information delivered via mobile will engage customers, they would also want to ensure that the content remains consistent, accessible, and reliable across every platform and this is one area companies should currently emphasize on.