Mobile Strategy The Right Questions To Ask
What are the questions to ask before implementing a mobile strategy?
True buzz-word, the mobile is found today at the heart of the conversations of marketers and digital commerce players. Yet many companies are still reluctant to implement a mobile marketing strategy. We propose here to take stock of the right questions to ask before implementing a mobile strategy.
Why integrate mobile into a marketing strategy?
Recent studies show that mobile is a predominant role for Internet users. The 2nd quarter 2014 barometer of the MMAF (Mobile Marketing Association France) indicates that 53.8% of the European are mobile users among 3 out of 4, access the Internet almost daily. Ericsson also announced – in its latest report released in November 2016 – that Internet traffic from smartphones will be multiplied with 8 by 2020.
The enthusiasm for the mobile can be explained by the rich panel of features offered in addition to the traditional Internet (e.g geolocation, SMS, augmented reality …) The adoption of the mobile leads to new uses and new experiences for customers (mobile in / to store, contactless payment …) In this context, companies have a real opportunity to grasp the mobile offering the opportunity to reach their customers in a targeted and relevant way (the right information at the right time, the right place and the right person).
What are my goals?
As with any marketing strategy, it is essential to set concrete targets before implementing a mobile strategy. Each company pursues its own objectives and the tools put in place will have to meet them while respecting the usages. The mobile can participate at different levels and in different degrees – which one can follow using a method such as the attribution of conversion – to the final objective. The motivations can be varied: create traffic and page views for the media, increase the frequency and amount of purchases for e-commerce sites, inform users to direct them to stores in a conversion process in-store to store)
For the latter example, it should be noted that the mobile is not a conversion channel, because although it redirects the user to a store and participates in the purchasing act, the mobile is not the channel directly transforming. The prior definition of the objectives of a mobile strategy will allow staying the course, to control its resources and to fix the KPIs to follow in real-time the effectiveness of the policy implemented.
Mobile application, website application or a responsive website?
After validating the consistency of your mobile strategy with your objectives, you must choose the most appropriate tool. We present below the three possible solutions in the ascending order of performance.
The responsive website remains the most economical solution. However, it has the disadvantage of not exploiting the specific functionalities inherent in the mobile channel. A responsive website will not exploit by native resources (address book, camera, camera …) and will often content to propose a reduced site adapted to the mobile format. This more data-intensive and cell-based solution forces the user to re-connect and re-download resources frequently.
It is possible to opt for a web application, accessible from all browsers and more complete because dedicated to the mobile. However, it still has a high cost for a solution that does not exploit all the native features of the smartphone. Indeed, if the web-application allows access to some native resources, such as the QR code scanner, it does not make it possible to optimally exploit the technical and software resources of the mobile.
Finally, the dedicated mobile application – which is downloaded from the store of its phone – remains the most complete solution. If it requires a greater financial investment, it is perfectly suited to an intensive mobile policy.
In summary, for regular and recurring use and to facilitate the navigation of the user, the native mobile application is the most suitable solution. For single or infrequent use, a web-app or a responsive website can be interesting options. Before launching and choosing the ideal tool, it is necessary to have defined well in advance the target, the objectives, the weight of the mobile channel in your policy “multi-channel” and the functionalities impossible to circumvent.
Who are my customers and what they are waiting for?
It is essential to put in place a mobile offer in line with the uses of your consumers. Numerous studies show that at this stage, the mobile solutions put in place are often badly dimensioned since they are summarized in “sample” versions of the classic web or out of sync with consumer uses. This in practice translates into an overload of information and elements on a reduced medium, a limited supply of products and services, and consequently a limited experience with a tool that is often poorly adapted.
The Forrester study (Global Mobile Executive Online Survey Q2 2019) shows that many technologies, very popular among application developers such as iBeacon and Bluetooth, are still very little used by customers. A mobile strategy to be profitable must be adapted and must complement the offer on the other channels.
Targets, expectations and customer behaviors are the main factors to be taken into account when defining the strategy and defining technical, ergonomic and functional choices. The idea is to offer a unique experience, exploiting the functionalities inherent to the mobile, which differs or complements the offer proposed on the other channels. The simple adaptation of a website into a mobile version makes it possible to be present on this channel but does not provide any added value as part of a cross-channel strategy.
Am I willing to devote myself to 100%?
Choosing and implementing a mobile policy to enrich your cross-channel strategy is not an end in itself. The low return on investment observed to date on mobile solutions (especially for dedicated applications) can be explained by the lack of analysis and monitoring of the strategy and also by the lack of precision of the objectives Pursued.
It is important to integrate the mobile as a full-fledged channel, to allocate a sufficient budget and not to manage it as an extra or a surplus.
Mobile and associated technologies are becoming more and more democratic in the French market and represent real opportunities for differentiation for brands. Being present on the mobile channel is no longer enough, it must be active, responsive and relevant. Companies must now respond to the expectations and the increasingly precise use of consumers … also actors in the development of brands
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