Do You Have A Mobile Strategy?

Is your business dependent on the internet for its customers? Then maybe you should devote some serious thought and time towards creating a mobile strategy. Here’s why.

In a previous article, How To Develop A Mobile Mindset, we pointed out that the world-wide population of smartphone users is expected to exceed 2 billion by this year.  Smartphone users can do business and leisure from their phones — having your website optimized for mobile platforms lets you keep connected to your customers and your target market wherever they are.

The internet is not limited to personal computers — when you design your website to be mobile-friendly, you get to meet your customers where they are, whether they use tablets, phablets, or smartphones

Now, optimizing your website for mobile platforms is different from creating other initiatives for smartphones. The first deals with website design and content presentation, the second goes deeper into things like mobile apps, related security issues, and the like. The goals in this second area should relate to your business needs and goals as well.

In another article, How To Use Personalization In Marketing, we discussed the identification and segmentation of our niche market. In effect: the closer we get to describing the perfect customer, the better we get at finding the most effective ways to market our products to them.  Designing a mobile strategy makes sense if it would contribute in a measurable, positive way to customer acquisition, retention, and engagement, not to mention sales and fulfillment.

The planning stage
To create an effective mobile strategy, start with a baseline: What are you doing right now for mobile engagement? Your answer will determine the subsequent questions you will ask to build your future goals in mobile engagement. By forming good questions, you start forming the outlines of your mobile engagement plans.

The more informed insights you can get, the better, so a brainstorming and planning session would be super-charged when you tap stakeholders to give their feedback and assessment.

You have a business that is supported by or runs entirely on the internet.  What are you doing or have been doing for mobile now?

  • How will moving deeper into mobile help it?
  • Will mobile marketing be a big part of your business’s near future initiatives?
  • What are your goals for mobile ?

How much of your customers access your website from their computers? From their smartphones? Is this number expected to grow in the near future?

  • What are the factors driving the numbers? Will those change anytime soon?
  • Have you shifted to responsive design for your website content to accommodate mobile users? How about for customer emails (outbound)?
  • Do you use multi-media in your notifications , or push notifications?
  • Do you have a mobile app already? Has it been optimized for search in app stores?


The mobilization stage
If you have been carrying on mobile initiatives for a while, what are the results? How do you measure them? By what standards do you determine how well are they doing?

Evaluation and assessments at this time should outline the areas where the most positive impact has been made, and identified the weak spots for tweaking and improvement. The various workflow processes should be codified and cleaned up  so they can trusted to be the best current practices  available.

The future plans
You need to hash out the point of your mobile engagement.  Just because everyone is doing it is not good enough.  Resources are a critical asset for any business — you need to be sure that mobile marketing justifies the use of that.

You need to set smart objectives from which to back-track and design your plans. Why are you investing time, money and labor into using mobile marketing as part of your overall marketing strategy? Your answers will determine what you’ll work out as well as how you’ll work on it.

Will mobile marketing help you in branding? What about getting new customers, or better market penetration? Are you thinking better customer engagement?

The target audience
Remember personalization? By identifying  ‘the perfect customer’, you actual create a marketing persona, an avatar, to represent the ‘perfect customer’. You can actually create several avatars the more you segment your target market, and tailor your marketing strategies and messages accordingly. With mobile marketing, you need to know who you’re aiming for, and this means creating  different messages and using different tactics for each avatar.

The process
Remember, mobile marketing is only ONE channel with which to connect to your customers. How well is your mobile marketing working with the more traditional methods like email and social media? All your methods should work well together and support each other in maintaining a connection with the customer. An ideal set-up would be fully integrated communications, which would enable your business to interact seamlessly with your customers on any and all of the channels you use.

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