A growing number of companies and organizations want to establish a mobile channel to communicate with their stakeholders. The possibilities technology offers, together with the immediacy and closeness of smartphones, are an essential path to undertake. However, it is necessary to establish a strategy and protocols adapted to this channel, so as not to make common mistakes such as saturation, complexity or irrelevance.
Our experience in developing and managing mobile channels for our clients has allowed us to establish the Decalogue with key aspects to take into account when defining an effective mobile communication strategy.
- User centric
It is necessary to always put yourself in the user’s shoes. What are the contents that really interest them? Do these contents have a logical, intuitive and user-friendly structure? Not only does the content have to be appropriate for the context in which it is located, but it must also be designed and adapted to the needs of the user and his/her way of interacting with it. More than informing, it is about providing the required services or tools to the user.
- Less is more
In a world saturated with messages, the real challenge is to offer relevant content for the user. We have to be clear and concise. Our public demands immediate, simple contents that add value. If in the course of their navigation, they have to take more than three steps (clicks) to find what they need, we are doing something wrong. We will lose access recurrence and interest.
- Governance model
Empower certain users to own their own channel. Generate a model that allows you to systematize the flows according to the business strategy where each person in charge decides the contents of interest for their community. Through a system of permits, it is possible to grant different management roles to the users to ensure control and good operation of the APP.
- Mobile Friendly Content
More multimedia. More connection. Less text. In line with the characteristics of use of the mobile device, the information that we transmit through the app must have new formats, which are visually attractive and easy to read, where the image and the audiovisual prevail over the text. By doing so, we will achieve an intuitive, simple and quick navigation for users.
- H2H
From segmentation to content personalization. Each user has specific needs, so it is essential to listen to them and carefully select the information we want to convey to them. This allows us to generate close conversations that will strengthen the relationship with the user.
- Less push and more pull
A mobile channel allows us to take advantage of the functionalities of the devices and put them at the channel’s service. As is the case with push notifications that are segmented according to the user. However, it is not about saturating all the functionalities, but about making efficient and effective use of them, prioritizing their use with quality content.
- A live channel
Get users involved by boosting and adding new content constantly. The implementation of new features must be a process in motion, it’s not about putting it out there all at once or having no content. The balance is found in the gradual introduction of functionalities so as not to saturate the user.
- Employee empowerment
Moving from unidirectional to multidirectional communication where the objective is not only to inform, but also to generate listening channels and new communication channels between employees that generate synergies and community. The employee is not only a consumer, but also generates his/her own content, and becomes a prosumer.
- A single gateway
It is essential to have a channel that is capable of adapting and integrating with existing channels or processes. It’s not about duplicating channels or content. The key is to centralize and unify access to information to facilitate the user experience. It’s about increasing the productivity and effectiveness of processes in our organization.
- Measure to improve
Measuring the impact of your communication actions on a recurring basis allows you to have a 360 view of how your messages are reaching users, their preferences, their opinions, etc… The results of these measurements will give you clues on how to refocus your strategy and content in order to obtain engagement.
- Bonus Track: Gamification
If we seek to generate a call to action and participation, it is essential to promote new habits and behaviors in the user. This is achieved thanks to an interactive channel that allows us to produce engagement and get the most out of our communication strategies. Unleash your imagination: launch challenges, contests, create augmented reality content, generate competition, and much more.
