Mobile services must be contextual. Screens are small. Interfaces are limited. Consumers are task-oriented. “I want to pay a bill” or “I need to make this shopping list before my son is finished with soccer practice." Total context – the sum of everything you know about a consumer, including what he/she is experiencing now – must be used to create the relevancy in the delivery of content and services.
Context can help shorten the number of steps on a phone to complete a task. We already see this with companies like Apple – the application switches to “store mode.” Starwood Hotels switches its app to 'travel mode' when a guest is within 48 hours of a stay. Services we only envisioned two years ago are real today.
Why don’t more companies use mobile context? Our research tells us it's lack of bandwidth; executing on the basics keeps us busy enough. It’s also hard to do – and most enterprises don’t have the right analytics or metrics in place to measure the impact.
Google rolled out a number of tools/features for developers today to make using context easier. It’s exactly what we need.
Here’s the list:
1) Geofencing within apps: This allows developers to set up 100 geofenced areas. It will be excellent for local services and smaller brands (plus media companies). Too few for large national brands with hundreds or thousands of locations.
2) Google Activity: It abstracts the context of walking, running, cycling, making it easier for developers to use motion context.
The essential shape of the enterprise marketing landscape hasn’t changed much over the years. In last week’s Revisiting The Enterprise Marketing Software Landscape, I dissect technologies into the four basic categories of marketing management, brand management, relationship marketing, and interactive marketing. Consumers are rapidly changing behaviors, and marketing as a practice is evolving dramatically, but the technologies that marketers buy continue to come in essentially the same containers.
Notice, however, all of the decision management systems employed across the marketing landscape. From interaction management to online testing to recommendations to contact optimization, marketers are using automated systems to make an increasing number of customer-facing decisions. Viewed from the perspective of those decisions, the landscape of marketing technologies is shifting under our feet.
So is it time for a new take – say, customer decision management (CDM) – on marketing technology?