given how effortlessly consumers switch devices these days. The biggest challenge on this front is the development of a reliable identification software that would accurately capture the degree of consumer engagement and response to an initial messaging undertaking. Consequently, marketers are now making the transition from cookie-based profiling on traditional web browsers to adopting an ID based tracking mechanism as consumers log onto multiple devices such as laptops, tablets and smartphones. In fact, Microsoft has already developed a tracking ID system installed on its Surface tablets. This would ensure that companies would be better positioned to leverage subsequent customer interaction and enhance the chances of a favourable purchase decision. Another significant challenge is measuring the effectiveness and eventual results of Sequential Messaging. Integrating the elements of seamless coordination and customisation in messaging also ought to be taken cognisance of. Additionally, companies need to guard against the risk of "hammering" consumers with multiple messages. This would only create a sense of dissonance and unwanted intrusion, undermining the entire engagement project.
Despite the many challenges that marketers are posed with, Sequential Messaging presents many a promising opportunity to effectively target an increasingly tech-savvy consumer base. The sheer dynamic nature of the format offers companies with the chance to stimulate consumer psyche, drive interaction and incept product/service communication at a deeper level. It can also breathe new life into the stagnant television advertisement avenue given the fact that television can now be accessed via Internet enabled devices on the go. This would further increase consumer engagement across yet another platform and encourage concerned stakeholders to innovate with regards to content creation and delivery. As long as companies can effectively bridge the gap between customer expectations and actual value delivery on the back of relevant marketing communication, Sequential Messaging ought to become a critical digital advertising tool and not merely a seasonal fad.
-Pradyut V. Hande
Institute – Symbiosis Institute of Management Studies (SIMS), Pune
PARADIGM Nourishing the Intellect