As a follow up to several recent posts about the value of marketing to customers perpetually in the mobile channel, I thought it worth diagramming this value proposition visually to more clearly explain the concept.
The only realistic solution to the “one and done” approach to mobile widely reported, is to help mobile marketers actually learn something useful about their customers to more effectively engage them again in the future. Having a strategy — prescribed by many in the agency community as key to ongoing usage — is but one piece of the puzzle. The technology has to be “there” to enable marketers to make use of their initial investments in mobile to reap even greater rewards down the line.
This requires not only capturing data in line with mobile interactions, but providing the means of using such information in the ensuing execution of smarter and 
higher performing programs. To that end, the Interactive Mediums Customer Engagement platform features many capabilities marketers might associate with traditional CRM technologies, including profiling, segmentation, personalization, event triggers, and data collection to include any attribute capturable during a text or online interaction.
The diagram included in line with this post illustrates the promotions roller coaster in a way that shows how capturing and re-using interaction data should improve targeted business outcomes over time — generally speaking, either increased sales lift or greater reach. Nearly every business has revenue generation and increasing the pie of available customers as top line goals, and helping them achieve them is the driving force behind our Customer Engagement platform.
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