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When is the right time to engage through smart mobile devices?

David Khoo, Senior Vice President and General Manager, Asia Pacific, Acision | July 9, 2015
Mobile interaction needs to expand further than the presence of devices alone -- it now needs to be an interaction based on real-time consumer behavior.

With that being said, there is a level of mutual trust as companies have personal data, and with this consumers expect that information is used correctly and not taken advantage of. To fully convert data into tangible benefits, companies again must ensure that they have in place, a well thought out mobile game plan. In place, must be a strategy that fully utilises the potential of mobile engagement but also protects personal data.  As part of their evolving mobile strategy, many organisations are now looking at authentication methods to protect users' data, with methods such as one-time passwords (OTA) and two factor authentication (2FA) being built into apps and web services.

Unlike other marketing formats that require multiple resources, personalisation through mobile format is achievable. Leveraging mobile engagement can play a vital part in an integrated campaign; for example, a simple message asking preferred method of notification e.g. email or text has initiated engagement as many consumers open text messages within minutes. This can be complemented with many other forms of advertising such as mobile banner ads, videos, Facebook ads, and even outdoor and TV advertising. However, with screen space on mobile devices being precious, simple engagement is ideal. The key is to engage with the consumer in the least obstructive method possible.

Organisations already have in their possession customer data collected through prior engagement. The time to fully leverage on data is now. Text and rich mobile messaging is naturally much more intimate then traditional email as mobile phones and smart devices are carried around on the person. This is especially applicable to the Asian region and here in Singapore, where Singaporeans are engaging at one of the highest engagement rates in the world with an average of 3.3 devices per person.


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