Global Mobile Customer Engagement for the Media & Entertainment Industry | Mobile Marketing Association
October 26, 2017
Submitted by Tata Communications

The media and entertainment industry is moving beyond the traditional television broadcast model to address a new multi-screen reality of Smartphones, Tablet devices, PCs and Laptops. Consumers want to enjoy movies, videos, sporting events, and live programming on a variety of devices, on the go, anytime, anywhere.
The world of media and entertainment is changing rapidly and this creates new challenges for marketers. Choosing the best way to communicate with your audiences, within budget, and with the ability to measure ROI, are critical requirements to ensuring effective consumer engagement.
You need to use innovative ways to engage with and influence your customers’ viewing and consumption of media while also reaching your audiences anywhere and at anytime. It is important to be able to identify communications channels that are cost effective and guarantee high response rates.
As media events and broadcasts are now global, you also need to take channel scalability and global reach into consideration.
Today there is no technology that has greater global reach and plays a more personal role in our lives than
the mobile phone. This makes mobile handsets a unique channel for media and entertainment businesses to engage with customers.
The fast developing mobile advertising industry has moved on from the trial and experiment phase and many brands are now spending significant sums on mobile campaigns. According to estimates from eMarketer, mobile advertising spend will surpass $100 billion in 2016 and account for more than 50% of all digital ad expenditure for the first time.
(Source: KPCB, Internet Trends 2015  Source: eMarketer, 2015)
Mobile messaging drives this new wave of mobile customer engagement, bringing new and innovative opportunities for you to reach and engage with your customers. While there are a number of mobile marketing solutions available, there are very few companies operating in this environment that are able to meet the stringent service level agreements required by global media companies, while even fewer mobile marketing companies manage their own carrier-grade signaling network optimized for mobile messaging delivery, and able to reach customers across national or international borders.