In 2015, I wrote The Art of Mobile Persuasion, a book about the relationships that people have with their mobile devices.
It’s safe to describe them then and now as intimate, engrossing and integral.
The central questions in The Art of Mobile Persuasion were whether brands have opportunities to get in on that action or is three a crowd?
Since then, some businesses have muffed the chance, taking an approach that has been deemed as invasive, impersonal, and/or offering no value. But others large and small have knocked gently, ingratiated themselves, brought something that was welcomed, and seen resulting increases in awareness, loyalty and sales.
To the former group, what were you thinking?
To the latter, we’re good now, right?
Well, no.
Why? The playing field has changed.
Our nurtured customers and prospects are now being wooed by other means.
Though voice interfaces.
And wearables.
Smart appliances, even toilets.
And OTT (over the top) devices.
Virtual and mixed reality software and hardware.
And the list goes on. There’s every reason to believe that the pulls for attention will grow this year, next year, and every year after that.
Of course, this brings with it all sorts of complications.
· Where will we find our customers and prospects?
· Where we do want to lead them and what must they find when they get there?
· How does all of this innovation affect the customer journey?
· If personalization is the so-called North Star, how do we deliver this on the screens and interfaces of today – and the ones surely coming behind those?
And how does the relationship that your brand has steadily built with customers via the mobile phone survive, evolve, and thrive when eyes and ears are drawn to even more places?
In my new book The Art of Digital Persuasion, the conversation broadens to today’s interfaces, devices, behaviors and technologies.
I again have had the pleasure and privilege of visiting with some of the sharpest marketers and other business leaders that one can identify. I sought out real-world experience, perspective, and advice to give us the knowledge, skills and confidence that we all need to do our jobs -- and, in many cases, to reimagine our current outdated positions given these upended times.
I share what leaders from Amazon, Google, Microsoft, Twitter, ESPN, and others are doing and thinking to address the core question of the new book:
Now what?
The book is now available on Amazon. https://amzn.to/2G4CrCu
I hope that you’ll give it a look and take the time to learn from these experts just as I have.
