By MobileUp Software
We have a lot of whiteboards here at MobileUp.
One not far from where this article is written contains the latest brainstorm we tentatively titled the Engagement Triangle.
Take a look:
The triangle is widely used in architecture because of its inherent ability to bear weight and provide strength.
Similarly, the Engagement Triangle provides a solid foundation for any organization who is trying to reach its members, students, parents, or other constituents through the web for basic communications and engagement.
A cleaned up version of our triangle, then, might look like this:
When the Triangle Works: An association or school has a website, a native app, and a database (anything from an Excel file to a full featured AMS). When members or students access information from their organization, they receive personalized data in the most appropriate format for the device they are using.
While it seems simple enough, we often encounter many associations and schools with an incomplete engagement strategy. They essentially have two points of the triangle in place with a website and a database, and all users receive the same information from the organization website.
Their version of the Engagement Triangle looks more like this:
When the Triangle Is Broken: User experiences suffer and engagement opportunities are missed when mobile audiences access the same content regardless of device.
If the incomplete triangle scenario applies to your association or school, you might wonder what you are missing without a native app to round out your engagement strategy.
Or you might also wonder why your responsive website isn't good enough for the mobile users in your audience.
Quite simply: Websites fall short in delivering the experience your mobile users expect.
And as a result, they are unable or unwilling to fully engage with you at the levels you want.
There are many reasons for this.
As you analyze your engagement strategy, set your goals on meeting the expectations of your users.
In many ways, native apps meet the needs of your smartphone users at a much higher level than websites. And despite the explosion in mobile usage numbers, your website is still one of the most important communication methods your organization has.
As our Engagement Triangle illustrates, they are complementary to each other and you need both to be at their best to reach your engagement and retention goals.