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Harnessing the Power of the Mobile Web: Taking a Purposeful and Relevant Approach

February 17, 2011 By Dave Lawson
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Mobile subscriptions are at an all-time high. With high-speed networks, more capable and user-friendly devices, and an increasing familiarity with mobile-specific technologies, consumers now consider their mobile devices to be a trusted companion, used to accomplish a multitude of necessities. Email, text messaging, social networking, web browsing, gaming and, yes, even talking all index exceptionally high for activity. Mobile uniquely brings it all together.

It’s happening already, but over the next decade the mobile web will be a key channel for customer relationships and an underlying element to successful overall mobile strategy. A focused, purposeful approach to the mobile web opens myriad of opportunities for marketers to connect with and relevantly serve consumers at multiple touchpoints and at all stages of the customer life cycle. It’s not making the desktop smaller, but connecting all digital channels as a personal portal that goes everywhere.

The customer lifecycle model is useful when developing a strategy to engage consumers. However, the mobile web life cycle is different from the traditional customer life cycle in two meaningful ways: one, consumer context is far more dynamic and, two, the tools for receiving and consuming content are limited.

Consumers can be anywhere — standing in a store, in a shed fixing a lawn mower, sitting in a doctor’s office — which makes it essential to deliver relevant content efficiently. A strong mobile web approach conveys to consumers that your brand wants to connect with them in a relevant way, at any time they choose and on any device they please.

Here are some considerations to keep in mind when formulating a mobile web approach:

  • Identify high-value phase and context combinations. Where are the greatest pain points and opportunities within the customer life cycle? How can you use the mobile web to address them?
  • Don’t confuse connectors with the end destination. Think of a connector (e.g., a 2-D code or SMS call to action) as the vehicle that gets the consumer to their end destination, which in this case is a purposeful, relevant mobile web experience. When considering connectors, keep in mind the connector’s adoption rate, your targeted demographic and cost.
  • Content can be more important than words. Depending on the circumstance, a purposeful and relevant experience might also connect users to a mobile experience that contains things like maps, transactional information, downloads, videos and more.
  • Don’t wait. Some marketers feel it's safest to take a wait-and-see approach to mobile strategy. While it’s tempting to watch from the sidelines, doing so can put your brand squarely in the consumer’s rear-view mirror, losing out on valuable learning that can drive better brand engagement and growth opportunities. Instead, determine how your brand fits in the mobile space. Set aside some budget (a lot can be learned with a little money) and get started learning through trial and error with experienced partners that align with your sense of what's fair, practical and brand appropriate.

From the initial mobile call to action to the last mobile click, engaging consumers in a seamless, relevant mobile web experience deepens the relationship with your brand while driving towards a desired outcome for both you and consumers.

 

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