There is no denying the fact that India is a mobile-first economy. In fact, as we consider the global standards, there are five times more mobile phones than personal computers. Furthermore, the mobile world offers solid engagement and outreach for brands. 98 percent of text messages reach the end consumers, out of which 90 percent are read within the first three minutes of receiving the same. Besides, SMS messaging enjoys a ubiquitous reach to the end users, irrespective of whether it is a smartphone or a feature phone.
However, with such massive potential, comes a massive responsibility! While the users are bombarded with tons of text messages, right from OTPs to promotional offers and more, marketers and brand managers are pushed today to look for more contextual communication. Context, in fact, seems to be the buzzword in the industry today and not focusing on the same may mean a loss of huge opportunity.
Fast-forward in the world of big-data and geo-location services, along with newer features being added in the marketing channels every day, we are finally migrating from the Content Is King paradigm to Context gaining the prime position.
Location-based Contextual Messaging
With the help of location-based services, brands can make their communication, especially the one around promotional offers, sales, and discounts, much more relevant and time bound. As the customer who has opted-in, walks around the retail store of brand or an eating joint etc, the communication can be overhauled in real-time to make the messages much more relevant and contextual for the customer.
The sheer increase in the utility of geotagging and location services by marketers for the purpose of increase footfalls has now given rise to a new phenomenon known as SHOPTIMIZATION.
A customer may opt-in for the location to be accessed by service providers, for myriad reasons, including security. Combining the same information with customer’s preference and past buying behavior, along with razor-sharp messaging has the potential for unlocking immense commercially viable opportunities for the brands of today.
Big Data Analytics to Gain Prominence
Smart Cities is going to be an everyday reality, given the shift in the economy, emphasis on Internet of Things and Digitalization and the new policies revealed in the recent union budget for the same. Hence, marketers are going to be on top of their game, crunching huge volumes of data and striking the right communication strategy with contextual messaging.
As more users get connected via smartphones and connected devices and become part of the digitalization era, Big Data Analytics is going to be the best friend of present day marketers. From sorting through the available data, organizing it in patterns and metrics of value from the company’s standpoint, big data analytics are going to play a crucial role in branding and communication.
In essence, the mobile lifestyle of present times calls for smart and contextual solutions. Today’s users, keeping their mobile phones at arm’s distance at all times, wish to be engaged with brands in a way that is intuitive, simple and action-oriented. By making the SMS communication more contextual, brands not only stand a chance to further augment the sales or the footfalls at a retail store or an event but also subtly communicate to the audiences that their time is respected and valued by the organization.