Your mobile strategy is like your chili recipe—good, not great. Mobile engagement is the necessary ingredient that gets people asking for seconds.
As mobile computing assumes a permanent role in daily life—business and consumer—the clamor for our briefest slivers of attention is overwhelming. Not to users, who cling to habit and instinctually block-out marketing noise, but to app publishers trying to get noticed and earn the right for a permanent spot on the home screen. For companies that realize that their apps are as easy to delete as they are to download, attention is shifting to the notion of mobile engagement.
Like the digital engagement buzz that centers around commerce initiatives, mobile engagement aims to improve the life-time value of a customer by ensuring that they visit frequently and purchase habitually. Think Amazon.com pulling people back to their site by providing dependable reviews for every product imaginable.
What is the difference between mobile enablement and mobile engagement? Enablement is good. Engagement is better. Enablement is about putting the information in the hands of people who need it, wherever they need it. Engagement puts that information to work by supporting user intent. Enablement is about drawing mobile people to your app. Engagement is about keeping them there.
Remember: people are mobile, not homeless. Users value the ability to begin a conversation while mobile and continue online and vice versa. So, conversing across the dual modes of interaction without stammering is crucial. So, one key element of mobile engagement is seamless linkage to web engagement—strategy and tools. It is tempted to call the movement digital engagement though the term, while apt, is too familiar. It lacks the power to stop marketers from following old habits of their own. Habits that would have them miss the most impactful shift of consumer behavior of the last two decades. Career over.