The modern world is replete with multiple communication channels. Developing a holistic strategy requires time and effort. Most successful marketers know that focusing on limited alternatives does not generate enough traction.
There is a need for creative, lateral thinking. Conventional, conformance driven ideas are good, albeit to a limited extent. The oft-repeated cliché that innovation can happen only when there is deviation from the norm definitely holds true. It is incumbent on people who create strategies to enhance the consumer experience and create value-added differentiation.
Most marketing professionals agree that effective engagement with consumers is a cardinal virtue. Immersive experiences can affect individual psyches in a more profound fashion. For the marketer, actively engaging with solution providers ahead of the curve is a definite bonus.
A tech-savvy generation can see more effectiveness in making the brand relevant as a utility, as an entertainment source, and act as bellwether information service provider. The widespread use of mobile technology has redefined the status quo and created a substantial market to target giving customers newer ways of interacting with the brand.
Marketing usually works on a multi-pronged approach, with diverse skillsets contributing to the overall team effort. For the practical entrepreneur, drafting a strategy is hard work. Glib salesmen mouth meaningless clichés at will and connecting with the social and experiential elements of marketing is lacking. Most technologies on the platform are gradually evolving.
A concern for customers is that they literally interact with the brand via a multiplicity of touchpoints; most of which are in a state of flux. Creating these experiences is an extremely powerful and essential element of the modern mobile professional’s toolbox.
Location-based marketing is an essential element in customizing strategies. Knowing where the person is can help in drafting a correct and focused brand strategy. In many digital channels, there is a need for short, informal messaging. Despite infinite wisdom, and a wellspring of ideas, there can sometimes be a definite lack of focus. This is detrimental when the brand has to truly integrate into today’s evolving landscape.
Consumers want information that is relevant, easy to understand, navigate and simple. Seductive packaging adds to the lure, but a trained intellect can usually sift through and discriminate the wheat from the chaff. Designing and creating an enterprise strategy and infrastructure is essential backup.
Deployment and building of an app is tedious, as most companies face numerous practical difficulties. Increasing technical complexity, multiple operating systems, and hundreds of OS-device combinations are an essential reason why the development process is so cumbersome.
Some of the ways in which mobile apps are developed include: creating a native application for different platforms: Android, iOS, Blackberry including others. When a cross-development framework is bought and used, leveraging APIs effectively can help create one-time code used on various platforms.
When a mobile enterprise application platform is created, it has prebuilt, enterprise-ready apps that integrate with existing business systems such as a vendor’s framework, enabling more rapid deployment.
Security is an integral element. Even big companies neglect an essential element; the Secure Software Development Lifecycle. Integrity and customer confidentiality are the backbone of any transaction, and the multiplicity of operating systems compounds problems for vendors.
The Subtle Message
Apps are subtle propaganda; the purpose is to create lasting brand impressions that draw the customer into the sales and marketing funnel. Monetizing content can be slightly tricky; however the art of creating messages that are meaningful and are planned systematically is tedious.
Early markets are akin to a land grab, getting to the pole position requires a mixture of clever strategy and intricate planning. Mature markets are more complex, so finding profitable niches is tougher. Competition is based on multiple factors, such as, price, value, features, scale, effectiveness etc. The same strategy is not effective for everybody.
Admittedly, the developed world has different socio-economic constraints than developing countries and bridging the chasm can be incredibly difficult. There are stark differences within regions, countries, geographies and creative dystopia can make the work of the sales professional and the developer harder.
Some of the testing types include compatibility benchmarks, interoperability and automation ideas. Challenging user environments ensure that there is a more iterative approach to product development. As complexity increases, the challenge for vendors is to create a user-friendly, interactive experience.