Have you ever wondered how some corporate Twitter accounts make customer engagement look so effortless? Or how a marketer seems to be posting meaningful updates on Facebook while speaking at a user conference at the same time?
The best marketers are the ones who never appear to be on their mobile devices, but trust me, they’re constantly engaging with their customers online. They’re using powerful mobile apps that collect and analyze data, inform, automate and ultimately, help them spend more time away from glowing screens and more time engaging with customers in real-life.
“But I tweet all the time!” you might be thinking. “I use this app that lets me post across multiple channels!”
Well so does everyone else. Ninety two percent of brands tweet an average of 12 times a day. More and more brands are mobilizing social media “war rooms” during major events to try to repeat the success of Oreo’s epic Superbowl tweet. Inundated with carefully crafted, targeted tweets and updates, potential customers may miss out on what you’re trying to say unless it’s relevant and immediate.
But if you’re like many enterprise marketers I’ve talked to, digital replies are generic and irrelevant to your target audience, or you’re tweeting long after an individual has stopped engaging with your brand. Say you’re at an event taking pictures with a blog post in mind. You’re probably either snapping photos and tweeting them immediately, or snapping photos and planning to touch them up and post them later. Managing these digital assets is a full-time job in itself, so you certainly don’t bother cataloguing everything (trust me I know, I’ve spent enough time doing this as well).
This isn't an effective way to use social media at all. If the goal is to have an authentic, immediate dialogue with your customer, you need the right mobile tools that allow you to gather vast amounts of contextual customer information so you can respond strategically and immediately -- just like in a real-life dialogue.
Having interviewed hundreds of marketers, here’s what the most high-performing mobile marketers look for in their apps:
1. They’re Invisible
A real mobile marketer uses “invisible” mobile tools that enables him or her to engage strategically with customers from virtually anywhere. The best apps don’t take much effort -- a couple taps -- to perform powerful functions. This lets you juggle real life and online interactions like a pro.