By Josh Rochlin
As consumers around the globe increasingly turn to mobile devices to buy products, connect with their favorite brands, and discover new ones, they are fundamentally altering the role of the CMO. Today it is crucial for CMOs to arm their organizations with tools to capture mobile consumers’ attention, influence their intent, and engage them with relevant content.
The key to mobile commerce success is delivering relevant, actionable content at the right time to improve mobile sales, drive in-store traffic, and engage customers.
With today’s announcement of IBM’s acquisition of Xtify, a leading provider of cloud-based mobile messaging tools, IBM is expanding its mobile capabilities to include mobile campaign creation, content targeting, dynamic real-time segmentation, and analytics for all mobile devices and browsers.
Xtify’s campaign management platform helps marketers engage, convert, and retain mobile application users and web site visitors by notifying consumers when new or relevant content, promotions, and service alerts are available.
For instance, if I’m within a few blocks of my favorite big-box retailer here in New York, the store can notify me about a new shipment from my favorite tablet manufacturer. The possibilities extend far beyond retail. For example, when I step off a plane in Chicago, my hotel concierge can welcome me with an SMS or push notification, letting me know that my room is ready or the location of the nearest coffee shop (along with a coupon for a free snack). The list of possibilities goes on and on.
Mobile communication channels are completely transforming the way organizations interact with their customers. For example, worldwide, there are more than 300,000 mobile applications and more than 3 billion app ‘events’ that occur each day including application download, ticket purchases from mobile web sites, and leveling-up on a game.
Consequently, consumers are using mobile applications and web sites for everything — researching products and services, tracking online purchases, gaining new knowledge and transacting business, filling prescriptions, paying bills, and booking vacations, to name a few. They’re also receiving information and services on their devices about everything from local events such to road closures.
Such penetration and adoption has changed consumer expectations. Today, people are starting to expect personalized messages and relevant promotional offers based on their expressed interests, shopping history, and browsing habits across the totality of their digital interactions with a brand.
Together, Xtify and IBM will provide marketers a new opportunity for deep client engagement anytime, anywhere, as consumers traverse across multiple digital channels – browsing in-stores, shopping on mobile web sites, or accessing mobile apps.
Xtify will be available on IBM SoftLayer’s cloud infrastructure, which provides the means to deploy broadly and globally in a way that will continue to ensure that we provide the most secure, scalable, and reliable service in the market.
We are just beginning to see the endless opportunities mobile applications and web sites can afford. Xtify’s mobile messaging capabilities combined with IBM’s analytics and cloud infrastructure will provide marketers with global reach and an arsenal of rich content targeting capabilities to influence and inform increasingly mobile consumers.