Marketing City

Future of Marketing and Cloud Communication In The Post-PC World

By SiliconIndia   |   Monday, June 11, 2012
Print Email
Bangalore: The rapid rise of smartphones and the iPad might make the marketer nervous who has spent the last 10 years mastering the art of capturing and converting customers on the desktop webs.

Businesses are built on paid search, studying the ever-changing subtleties of SEO and written essays about optimizing lead. Marketers use cookies that follow them around the web and turn display advertising into a performance medium. But just as they were beginning to wrap their heads around the whole social thing, along came the iPhone, Android and the iPad and with them a whole new reality: the post-PC world.

Post-PC world is fundamentally different from the world in which most marketers honed their skills. Horizontal keyword search is losing ground to vertical-specific apps like Yelp and Hipmunk and a stream of recommendations from Foursquare, Twitter, Facebook, Pinterest and maybe Path. Along its frontiers, touch- and voice-driven interfaces write most of the laws. This landscape is unfriendly to lead forms. Moreover it rejects traditional tactics like SEM and SEO. In the post-PC world, the marketing methods of the last decade will be outdated.

But there is good news for Post-PC consumers -like generations of consumers before us - will still want ways to entertain their senses, engage their imaginations and stimulate their minds.

Showing up high in search results is not the future of marketing in post PC world. It's about reputation and spontaneous discovery. It is about weaving yourself into the feed. This is an evolution of what is known these days as inbound marketing. It involves creating awesome content that makes you relevant and then leveraging your overall awesomeness to establish a relationship with your target customers and maintain it over the years.

When marketers do it right, their customers want to find them. Marketer's existence delights them because they are exactly what customers were looking for.

When marketers want to engage with their business, they expect customer to respond in an instant, on the communications channels they prefer to use. Responding to their emails in a few hours or days just isn't going to cut it: depending on our demographics.

People do consume almost every text message (SMS) that they receive. When they are in info-gathering, entertainment or transaction mode, they tap on links that seem enticing and follow push notifications into the favorite mobile apps.

Here cloud communications emerges.

Cloud communications democratizes telecom, making it easy for anyone with access to programming chops to create applications that historically required tons of expensive telecom hardware, big contracts with telecom carriers and a slew of esoteric telecom skills. Cloud communications abstracts these challenges away, making things like interactive voice response, automated outbound dialing, two-way SMS, text-to-speech and even mobile VoIP as simple to implement as a few lines of code.

In practice, this means embedding SMS tools into your CRM, email software or whatever else you want to use. It means using call tracking to gather metrics on phone calls or sending voice and text messages to notify sales reps about new leads in real-time. It means creating 'tap-to-call' capabilities that instantly connect smartphone or iPad users via VoIP to your sales or support agents with a tap on a link in a mobile app or an ad. And for these agents, it means taking calls straight from an iPad- not locked down in some office or call center, but anywhere that wireless internet can go.

Sign Up for MARKETING Digest and Read the Day's Highlights
Experts on Marketing
Shyam  Sekar S
Senior VP
TaurusQuest Global
Market Analyst
Dart Consulting
Aditya  Sarna
Product Manager
LetsGoMo
Satrajit  Sen
director
tripod entertainmet
Ashok  R
HR
Agile Force
Subhasish  Dalal
Training Manager
ICICI Prudential
Surajit  Das
Relationship Manager
Monster.com
Prof J P  Singh
Professor
IIMA
Write your comment now
 
Whitepapers
Social media marketing is an engagement with online communities to ...
When was the last time you were in a public place and didn't s...