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4 Strategies for Mobile Success

With mobile competition and customer expectations skyrocketing, it’s time for your business to be mobile-relevant—or become mobile-extinct. From analytics to optimization and personalization, you can be mobile-minded and ready to deliver well thought out mobile experiences that provide value, in context, at the time of need. Here are four strategies for re-imagining your business with mobile and keeping your most valuable customers and employees satisfied.

Mobile is more than a channel

Mobile development isn’t just about creating the same user experience for smaller screen sizes. Given that some consumers will continue to shop at brick-and-mortar stores while others would be perfectly happy with a mobile-only institution, it’s important that your mobile strategy complements the entire customer journey map. You have to think of mobile as a way to improve customer experience overall, and your company is more likely to improve overall conversion.

Mobile experiences must be easy to use

With limited screen space and the occasional interruptions consumers experience while engaging in their mobile devices, marketers need to cut to the chase and make content easily accessible. Streamline the workflow with smart defaults and data loaded integration. Engage users with emerging technologies that eliminate the need for customers to search back and forth, such as  “shoppable media” that quickly give mobile users the content they want in one click.

Metrics, metrics, metrics

To measure mobile success, you must manage it first. This is as important for big corporations as it is for startups. When developing and managing apps, mobile teams must understand how many consumers download and how often they launch their app, what paths they take, what social interactions are getting traction and if their interactions drive monetization. To get the most out of your mobile apps, you must use metrics for user acquisition, engagement, conversion and retention to help you measure ROI.

Target and personalize by audience segment

Your brand is the common denominator between your customers—beyond that, each customer is uniquely different and expects a unique experience based on their level of engagement and interests. To find out what they like, consider using A/B testing and optimization. To keep them engaged, consider using location-based targeting and social network integration to create relevant, personalized experiences wherever they are.

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