There's no "magic bullet" to developing a failproof mobile strategy, but there are some key points to keep in mind.
When considering the current state of the mobile experience, we should first consider how important the experience actually is. Studies say more than 50% of adults now have smartphones in their pockets. For a brand, this means one out of every two customers has the ability to experience and engage through a mobile device. A quality mobile experience leads to return visits, increased brand loyalty and, ultimately, higher conversion rates.
So, with this in mind, what should companies be considering when building out and implementing their mobile strategy for today’s consumers? Here are four approaches we see producing success for global brands.
Mobile needs its own strategy
One of the biggest challenges in mobile is that marketers continue to view it as an undeveloped and untested channel, which often leads to a lack of tried and true best practices. Marketers are not defining what success should look like prior to the launch of their mobile campaign initiatives or site/app releases (such as responsive design rollouts) and therefore are not measuring to understand the actual impact of those launches.
Technology that enables marketers to manage and measure their mobile and cross-channel campaigns is constantly evolving, which in turn is simplifying the process. Implementing the same strategic thinking being used on all other brand channels is the first step to building a successful mobile experience.
Mobile is not a silo
Note that I reference mobile in line with cross-channel marketing. Far too many people treat mobile as a silo, which will only undermine their efforts. The smartest organizations are looking to identify and understand individual customer journeys across all of their channels, which then allows them to use that data to make smarter decisions over time -- improving the customer’s experience.
When someone engages with a brand through social media, website or email, they expect the same experience on a mobile device. All engagement should be connected, relevant and personalized to the user. If I could offer up one piece of advice, it would be to always focus on getting the right content to the right people at the right time. Different people have different behaviors so make sure you focus on the individual person as opposed to an individual channel.
Do it right, the first time
That old saying about making a good first impression also applies to mobile strategy. Launching with a quality product is essential in creating an experience users will return to. Initiatives such as responsive design and hybrid app development are key to the true agility that is needed in the current environment.
Both technology and competition continue to advance at an extremely rapid pace, so being able to adjust and refine content and experiences across all devices is key to succeeding in the modern world we live in. Companies must be able to rapidly adjust when needed.
Don’t do it alone
Ensure that you are working with vendors and/or delivery partners that truly understand the ecosystem as it exists now, as well as where it is going. Many companies struggle as they continue to hone in on isolated approaches that break mobile out as into its own separate channel. Furthermore, segmenting mobile into unconnected buckets, such as mobile applications, mobile websites, SMS, QR codes, etc. only breaks down a strategy further into unrelated tactics and measurement silos.
We live in a world of ever-changing marketing strategies. The companies who embrace next-wave trends to provide relevant experience and content to their visitors are going to outrun the pack. Mobile is here and isn't going away anytime soon. Why not embrace the channel as yet another way to offer true personalization at an individual customer level?
Title image courtesy of Good Vector (Shutterstock)
Editor's Note: Read more from this month's focus on the mobile digital experience