Mobile devices will outnumber people. By 2017, there will be 10 billion mobile-connected devices. This isn’t some chilling information that might conjure up images of machines taking over mankind. No. But it should be “chilling” information enough for your business to seriously consider a mobile strategy. If you don’t have one yet, you may be losing a significant share of the market, not to mention potentially huge profits.
The CEO of a jewelry site called Blue Nile had this precise epiphany when the website made a $40,000 sale through one mobile device. And that was when the website wasn’t mobile-friendly. With 35 percent of Android and iPhone users reaching for their devices before getting out of bed, to use any number of apps, and 85 percent of consumers believing that their mobile phones are essential to their daily lives, your business should have its own mobile strategy in place.
But how — how do you make it a successful one? Because a mobile strategy isn’t just about having a mobile-friendly or responsive website. And it is more than just developing an app relevant to your goals. A huge aspect of your mobile strategy is that it has to create a cohesive message and a complete experience that integrates both desktop (or fixed) and mobile access.
Here are some ideas:
Align your mobile strategy with your business growth strategy.
This will mean bringing everyone on board with the idea. It is not enough to have a team of mobile marketing experts to put your plan into action. Everyone that has a stake in the company needs to get into the “mobile mindset.” Otherwise, your mobile strategy will be a mere “one hit wonder.”
Integration across all your business units will increase the chances of success for your mobile strategy, and ensure that your brand’s message is conveyed in a cohesive manner — from your stores to your website to your mobile app.
Understand your market’s mobile habits.
Before you can launch any strategy, you need to have the right information. Mobile users access the Internet for different reasons, at different times, and varying periods. This data is then split according to gender, operating systems, and device type. When you have the right data, your mobile strategy will be better targeted, which means efficiency, maximum results, and greater revenue.
Finally, technology will evolve and so will customer behavior. What might work now for mobile marketing or advertising, might not work in the future. So it pays to develop flexible strategies.