The future of mobile engagement is messaging. This is where marketers need to focus their attention. Proven strategies can be combined with new innovations and emerging trends for remarkable results. Outcomes of marketing campaigns that begin with such an initiative are proving to be highly successful.
Keeping Pace with Innovation
Marketers must be diligent in their efforts to keep pace with innovation. One technology that is now essential to the success of a marketing campaign is the mobile messaging platform. The development of mobile messaging apps continues to reshape the social media landscape. According to eMarketer, as reported by Sean Callahan in Linkedin’s Business Solutions, users of social media apps are expected to grow by about 40% over just the next few years.
In recent years, social media and corporate enterprises have changed how we all view the Internet. This is illustrated by Callahan’s mention of an AdWeek source that reported nearly 70% of consumers preferred to use a messaging platform to engage with businesses. Strategies like follow-up conversations and crossover selling have demonstrated their value. The new paradigm will only accentuate these strategies.
Social media trends are moving toward quick and easy to understand messaging. This is not surprising considering the different ways that Twitter and Facebook are used. One only needs to consider how Facebook rolled out its Messenger app to understand why. In addition to its own messaging service, the LinkedIn Business article identified these popular social media apps as being the most influential:
Identifying the Best Strategies
With messaging apps becoming the new norm, marketers must reexamine their strategies. Prioritizing the identification of an audience and conveying a brand’s message is crucial. So is understanding device choices and platform preferences. These are integral for connecting with an audience.
Visibility is key to succeeding in online campaigns whether it’s for SEO or social media. Messaging apps can be a great asset to a brand’s visibility. It also opens up opportunities for direct and conversation marketing, as well as leveraging things like blockchain.
Critical Technologies behind Mobile Messaging
Internetwork Packet Exchange (IPX) enables connectionless datagram services for common data-link layer protocols. It includes Ethernet and Token Ring. Administrators assign network numbers for each connection. This technology is considered a routable protocol which is essential for international mobility.
Advantages for Mobile Roaming
Requiring administrators to assign network numbers for each connection has advantages for roaming control. The International Telecommunication Union (ITU) Telecommunication Development Bureau recommends that stakeholders collaborate in their roaming control efforts. This includes regional and international agreements. Markets, regulations, and transparency are concerns. The ITU established International Mobile Roaming (IMR) Resources Portal to assist with international exchanges and help the consumer environment as well as innovation in this area.
Customization and Independent Providers
Traditional IPX providers are structured as wholesale voice telecom companies. There are several drawbacks with this business model. It makes change and customization difficult when it comes to future-proof network architecture. Independent providers like Syniverse can offer unparalleled low latency and higher quality through its custom business model.
Central to a good independent model is innovation. It’s possible to manage an efficient and powerful global connection with stable roaming services over a single connection. Customization helps prepare for future IP-based services (e.g. LTE, VoLTE and RCS). This is how an independent provider can connect customers in over 140 countries. It also enables the company to respond faster to their customers’ needs. Syniverse’s innovation is centered around mobile, visibility and local data roaming.
A Dynamic and more Secure Future
The discussion of the Internet of Things has evolved. Global business is much more complex than it was just five years ago. Expanding businesses now plan their operations around things like the Industrial Internet of Things (IIoT). This involves all equipment used for industrial production. IIoT incoporates wireless connectivity, data sharing, and hardware installation.
Among the fastest technologies being adopted in the IIoT is blockchain. This technology that started with Bitcoin has proven better at solving cooperative trust issues. Blockchain technology has already brought unparalleled advantages for operational efficiency, productivity, security, networking, payment systems, revenue models, cooperation, establishing reputation, managing consensus, logistics, supply chain management, and auditing.
According to the Institute of Electrical and Electronics Engineers, among the most explored technological applications of blockchain technology is in the area of mobile edge computing. Specific interests lie in how best to optimize user interest, data allocation, computational applications, and block producers. Innovations are ongoing to develop more efficient algorithms, improve energy consumption as well as traffic.
Practical Messaging Solutions for Marketers
Blockchain is being applied to machine learning to improve real-time communications. The future of mobile engagement for marketers will see profound accuracy in consumer targeting. Managing the marketplace, incentives, and efficiency are all anticipated to drastically improve as well. One of the main questions is how long before blockchain applications can catch up to modern services like instant messaging?
A Word about Blockchain and dApps
Decentralized networks are at the core of blockchain technology and emerging trends in app development. Decentralized applications (dApps) offer users and brands greater control over their digital resources. At the same time, dApps foster better environments for free enterprise.
Consumers tend to identify with their messaging apps. Marketers need to pay close attention to emerging solutions that offer consumers new ways to communicate with each other. Current messaging platforms should be seen as opportunities to connect, bond and respond to an audience’s needs.
Online life has evolved to the point that society at large as well as individuals are no longer in awe of digital networks. Brands are seen as just another entity within a network. While this does indeed alter the paradigm, it also presents the opportunity to become more intimate with consumers