It's not guesswork. Build solutions not just based on features and functions but in accordance to how your customers use handheld devices in their everyday lives.
"Companies should evaluate how their customers are actually using mobile technologies across their entire customer lifecycle." -Jeremiah Owyang
These days it is rare to find someone who doesn't rely on a smartphone or some kind of handheld device and a slew of mobile apps to stay productive at work, on the road or even in their home. There are so many mobile electronic gadgets on the market, including the popular iPhone, Palm Pre, BlackBerry Bold, iPad and Android tablet.
Let's face it. Mobile devices have drastically shifted the online landscape to the point that in 2010 more than 50 percent of all Internet access was being done via handhelds of some sort. About 45 percent of mobile owners are using their devices to download social networking apps. In fact, 35 percent of Android and iPhone owners in the U.S. use apps such as Facebook before getting out of bed, according to a recent survey conducted by telecommunications equipment vendor Ericsson.
What's more, reports by Forrester Research show that heavy app users are also heavy mobile Web users. The majority of North American consumers who have interacted with a brand using a mobile device have employed a combination of SMS, apps and browsers. Therefore, it should not be an "either or" decision for companies looking to develop mobile solutions, say Forrester market analysts.
Mobile is a booming industry but it is still also considered uncharted waters for many businesses looking to expand brand awareness. What most companies call their mobile strategy really just amounts to a collection of mobile tactics, according to Jeremiah Owyang, an analyst with the Altimeter Group, a research advisory firm based in San Mateo, Calif. In a blog post based on his presentation at the Mobile Marketing Strategies Summit in San Francisco, Owyang argues that companies should build a strategy based on the entire customer experience and not just based on technologies on hand or just on features and functions. This isn't about guesswork. He says companies should evaluate how their customers are actually using mobile technologies across their entire customer lifecycle.
If integrating a mobile strategy is on your company's radar, then these tips will help to get you going. Initiation of a mobile strategy should always begin with thinking about the basics: who, what, why and how. Start by asking yourself the following questions.
Who are your customers and who are you trying to reach? Who will want to engage with your mobile content? What tasks and needs does your audience have? Why do your customers need information from you in a timely manner? Why do you need to create content to be viewed both in standard web browsers and on mobile devices? How will your target audience access your mobile content (which type of handheld device)? How will they use your content in their daily lives? How will you make your mobile content sticky and engaging?
A solid mobile strategy will include several ways to connect with consumers via their mobile devices. Text or SMS/MMS, Bluetooth messaging, marketing campaigns, mobile coupons and geo-location are all very different and provide assets that if used correctly will cover your basic mobile ecosystem, says Jamie Turner, author of How To Make Money With Social Media. There are primary ways in which companies and brands are using mobile media. Here are some key approaches.
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How to Create a Mobile Strategy for Your Business: Mobile Web Sites
Several companies have a subdomain set up specifically for mobile phones. So, for example, when users type www.ESPN.com into a smart phone the ESPN site actually figures out that they are visiting the site from a mobile device and redirects them to a subdomain, Turner explains. "That way the user experience from the phone is different than the user experience at a computer. The trick is to create a mobile site that loads quickly and provides a simple, streamlined experience," he says.
Diane Irvine, CEO of Seattle-based jewelry site Blue Nile, realized the importance of mobile delivery when her site made a $40,000 diamond sale via a mobile device in 2009. She soon learned that she needed to make her site more mobile-friendly for iPhone users. Last year, she introduced a mobile version of the Blue Nile site. It's smaller than the company's PC site in scope, with quick tabs to locate diamonds, engagement rings and gift ideas. Since the launch, Irvine says, "More than 20 percent of our shoppers are using the mobile site." The reason being is that it gives people the flexibility to shop wherever they are. "This will become the future of shopping," she adds.
Many small business owners use websites offering semi-automatic cookie-cutter mobile sites. For instance, iFolios offers templates of websites for anyone — artists, architects, real estate agents — who want to show off pictures that are optimized for mobile devices. Users pay a flat fee at iFolios ($99 or $169, depending on the level of service). Other mobile web services include DudaMobile and bMobilized. These companies offer mobile mirrors of your website through automatic tools. Monthly fees are around $9.99, which is in addition to monthly hosting charges being paid.
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How to Create a Mobile Strategy for Your Business: Mobile Apps
Want to find a recipe for a 30-minute meal? Chances are there is an app for that. Need to convey an apology through a virtual bouquet of roses? There is an app for that, too. There are now numerous mobile apps serving up informative tips, educational bits, or pure entertainment or gaming. From beverage makers to quick-service restaurants to apparel brands, many companies are using mobile apps to boost brand awareness and affinity. Your business can, too. But you must have a thorough understanding of your audience.
The best way to use apps is to create something that is both useful and valuable. More importantly, it should be functional such as a calculator, entertaining such as a video, game or music, or provide some sort of social connectedness, such as an app for a special user community, says Turner. Also, most mobile users don't want to spend an hour interacting with your content. They usually want one very specific thing. Apps are used for frequently accessed content and services while mobile browsing is more focused on content and services that are accessed less frequently.
GateGuru is an app that is centered on location awareness which airport retailers advertise on to drive users into stores, while Nestlé Purina's app provide a database of pet-friendly places around the country. Other apps make it easy to make purchases with a few clicks. For example, the ShopRite app allows customers to view and add weekly sales items to their shopping lists. And Starbucks' mobile app lets people make transactions directly with the wave of their smartphones, helping to drive sales.
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