Steve Jobs revolutionised the way in which consumers use technology to communicate – a legacy which will carry on for many decades to come. Up until a few years ago the Internet was almost exclusive to desktop and laptop computers, but the introduction of smartphones and tablet computers have made mobile access to the World Wide Web a reality. Prior to the introduction of the first iPhone in 2007 the term ‘app’, the abbreviation for application, was mainly used in specific technical contexts. Today, most people would associate the term with their mobile phone or a tablet computer.

It is estimated that half the UK population owns a smartphone and there are said to be over a million mobile phone apps . 1 in 5 mobile users say that they now only use their handheld, instead of a PC or laptop, to access the Internet. So whilst consumers have been quick to embrace new technology, have businesses followed suit?

Not quite. Despite the growing numbers of people accessing the web via their smartphones, Google found that in the US nearly 80% of advertisers did not have a mobile-optimised landing page. Similar to the US, much of the web in this country is still not tailored for mobile devices leaving users with a poor web experience. This is particularly evident within the public sector and SMEs who can be slower to adopt new technologies owing to a lack of resources.

Mobile apps have become the latest must have feature for a number of businesses. However, what many failed to realise is that the lifespan of an app has decreased. Research has found that about 20 per cent of users return to an app after the first day they downloaded it and the average app has a less than five per cent chance of being used for more than 30 days.

Today’s technology enables organisations to reach customers through a number of platforms from telephones and mobile apps to websites and interactive TV via the push of a red button. Therefore, implementing a well-planned, multi-channel communications strategy which integrates new technologies could ensure that an organisation’s outreach is more effective and consistent. Of course this is easier said than done.

It is easy to envisage what a successful multi-channel strategy looks like: the organisation’s latest products, special offers and critically any information and advice to consumers would all be linked, updated automatically, consistent and accessible across different platforms – from the mobile apps to contact centres. For example, in instances such as a product recall where effective, accurate and up to date information, advice and guidance (IAG) is vital, reaching the public across multiple platforms fast is especially critical. Given the opportunities and challenges of multi-channel communications, it is no surprise that businesses choose to outsource their IAG requirements to specialists.

There is no magic formula to implement an effective communications strategy – either outsourced or implemented in house - however there are a number of standard questions an organisation must ask itself before implementing a multi-channel strategy:

- What are the business objectives?

- Who are the organisation’s customers?

- Would new technology fit into its corporate strategy?

- What does the business want the communications to achieve?

- What new technologies are appropriate to reach customers?

- At present, how do people receive IAG from the business?

In summary before embarking on a multi-channel communications strategy, a business needs to ensure that this approach fits with its objectives. Implementing a multi-channel approach can take time as it does involve a cultural and technological shift for most businesses. If the business provides information and advice to the public, making sure that it is accurate and consistent across platforms is critical. This in turn demonstrates expertise, builds trust and cements a relationship between an organisation and its customers.

How much a business can invest in technology and/or outsource its communication requirements will ultimately determine its level of outreach. Even if it has limited resources, businesses must at least explore how the current website performs against various mobile devices and consider some form of mobile optimisation. What’s worth bearing in mind is that even in today’s ‘austere’ times, if the sales figures for some of the latest smartphones are anything to go by, consumer demand for new technology is still strong. We overlook them at our peril.