In an increasingly tech savvy world, mobile engagement is a crucial part of how you communicate will current and potential customers. When it comes to mobile engagement it’s all about understanding your audience and how your audience wants to be communicated to. Whether this audience be your customers, clients, members, or patients, it does not matter. What technology and who you are using to deliver that technology also does not matter.

What matters is:

  1. Are you achieving better ROI? And is that ROI is getting your audience to do the things you want them to do? Is it persuading your audience to be more:
    • Transactional (More dollars in your pocket.)
    • Actionable (Persuading them to vote, engage, respond etc.)
  2. Are you gaining more from and/or communicating with more of your audience then you were?
  3. Is your audience giving you feedback and are you diverting complaints from being posted on social media?
  4. Is your audience interested in what you have to say? Are you increasing your open and click-through rates?

In other words, are you engaging and is this engagement producing better results?

Last week, we discussed the concept of the “build it and they will come” mentality. This mentality only works when you build something your audience wants or needs. This is a big mistake many decision makers are making because they want to be in the mobile space. The most important thing you need to understand is not the mechanism (the technology or widget), but how you are communicating with your audience. It is important to:

  1. Understand who your audience is.
  2. Understand what your audience wants and needs.
  3. Understand how to communicate this to your audience in the way they want and need to receive this information.

That’s the key. By becoming part of your audience’s everyday life, engaging with them and guiding them to where you want to drive them will become much easier. So this week I challenge you to look at your 2014 plans and ask how you are engaging with your audience in their everyday lives.

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