It used to be that brands would strive to be "always-on." Now, "always-on" has spawned the rise of "on-demand." The on-demand economy is a world where consumers have come to expect instantaneous gratification from brands. "Get me what I need now, or I'll delete your app and download your competitor's." We've seen this fickle and convenience-driven market disrupt many business models across multiple industries.
But there is disruption on a much larger scale; how we communicate is changing. The traditional methods of reaching consumers, like email, advertising and telecommunication, no longer suffice.
We Have Entered the Age of Mobile Messaging
There are now more than two billion monthly active users worldwide across a multiple of social messaging apps. This staggering number is a strong indication that the majority of conversations are now happening on mobile messaging platforms. It's the fastest adoption of a communication technology ever. Now is the time for marketers to join the conversation.
But why the shift to mobile messaging?
Attention and immediacy.
Attention and immediacy are key commodities brands need to consider when interacting with today's consumer. With the proliferation of apps, new technology and the myriad of devices now available, connecting with consumers and grabbing their attention is harder than ever. It's the one-to-one, brand-to-consumer connection that is driving every brand's customer acquisition strategy.
Consumers Now Have the Power
Like it or not, the reality is the relationship between brands and consumers has undergone a massive overhaul, leaving the power in the hands of the consumer. Consumers determine what they view and when they view it. They now dictate when and how they interact with brands and in what capacity. Mobile messaging and its relevance in the on-demand economy is a manifestation of the new-age consumer who wants to control the relationship with brands.
Millennials Will Spark the Adoption
This leads into another important, arguably more significant, driver of growth for mobile messaging: The ability to connect with Millennials. The challenge faced by brands is that Millennials are immune to ads and traditional marketing. They seek meaningful, authentic interactions with brands. Given the rate at which Millennials are texting each other, mobile messaging could be the key to help brands break through and connect on a genuine level. Then, the rest will follow.
Rethinking the Traditional Marketer's Approach
The on-demand economy is not generation specific; it has spawned businesses that serve all consumers. The same is true for mobile messaging; it is becoming the preferred communication method for people of all ages. For businesses to thrive they must not only innovate in the product or service they offer to consumers, but how they actually communicate to them as well. Mobile messaging is the next frontier that will enable businesses to communicate in an effective, meaningful way.
A Solution Built for Business
Many social platforms are now attempting to satisfy the needs of the business world. However, there still lacks a purpose-built platform designed to support business communication. Pypestream is one emerging tech company that's seeking to solve this. The Pypestream platform has the features required to support business communication, such as private and secure chat channels, file storage and in-message payments.
Image at top courtesy of Corbis.The opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaVillage.com/MyersBizNet, Inc. management or associated bloggers.