From a marketer’s point of view, customer engagement is an art form you’re constantly trying to master. There’s no single formula, no correct answer, no perfect approach, and the rules of the game are frequently changing. It’s hard to figure it out, and as an industry, we’ve been at it a long time.
As the customer journey extends across mobile, social and messaging, marketing has had to adapt. Today’s marketers are focused on customer engagement across all of these channels, reaching customers where they are and in the moments that matter to them.
The goal is to create a seamless experience for the customer throughout their physical and virtual lives. But, as mobile, social and messaging become more and more integrated, the distinctions between them get blurrier, and it becomes trickier than ever to reach a single consumer in the moment with the right piece of content.
If I had to make a guess, I’d say we’ll soon see a hybrid of social and messaging conversations of a public and private nature, and it’ll happen on mobile. What won’t change though — no matter the technology, platform or channel — is that the customer is always at the center of any successful business.