Do you have a defined marketing strategy for your business? If not, it’s time to get started! In face, the time was probably two years ago, but now it’s the tipping point for mobile markets.
Another things to consider is how mobile has changed the way your customers receive information. Customers are communicating on a variety of devices at any given point in time. So, companies have to think about personalization along with how much to communicate respectfully. Pretty much, in other words: it can’t feel intrusive, over-reaching, or spammy.
- Gather data
Mobile devices allow marketers to gather more information and insight about users than ever before. From locations to demographic data collected via apps and platforms, today is the era of big data. What you do with that data and how you handle it can make or break your marketing strategy for mobile.
User data delivers a wide range of critical insight: behavioral data, campaign interactions, product purchases, social profile, and further demographic information. Marketers know more about uses, but at the same time the users have gained power through information such as social proof sites, user reviews, etc. Because of that, marketers can no longer manage the customer’s journey.
Instead, use data to service the user by micro-targeting with content or products that appeal to them. Through features such as the new Buy Now buttons on Pinterest and Instagram, this lets the users maintain agency, more so than tradition one-way marketing models, while enabling targeted exposure with minimal conversion steps.
- Ride the wave of devices
In 1999, Bill Gates looked into the future and predicted that people would be carrying little computers with them. Now mobile devices are common all around the world; in fact, by 2018 over half of the world’s phone users will have mobile devices. Regions are literally becoming viable markets overnight with the launch of devices and data network coverage.
This creates an immense opportunity for the marketing world through the internet. However, it also comes with a significant problem: fragmentation. Devices come with different operating systems, different hardware specifications and different screen sizes. The permutations for compatibility coverage can be massive, and that means mobile strategies must be built with an eyes on maximizing compatibility for each particular region.
- Be mobile friendly
In 2014, global mobile traffic reach 2.5 exabytes per month. In 2015, the final projected number will be 68% higher: 4.2 exabytes per month. That’s phenomenal industry acceleration, and it’s only poised to get bigger.
Mobile devices offer two primary ways of user interaction: a mobile-friendly website and an app. Some demographics lean more towards one method, through regardless of what you choose to use one or both as part of your strategy, the two things to focus on are 1) maintain a reliable and easy-to-navigate user experience and 2) ensure that your app/mobile website branding and functionality are in step with the rest of your strategies (Social media, primary website, in-stores, etc.)
- Secure your technology
Regardless of whether you develop an app or make your site mobile-friendly, regardless of how you mine data or bring your message on mobile devices, one thing is certain and consistent across all things mobile. You prioritize security.
No matter what, trust is the most important part of the equation for users. Users must feel that their data is safe. A breach that puts user data at risk will have long standing effects and repercussions, regardless of how big or small your brand is. Once your brand gets the reputation for being a victim of hac, it could take years to recover, and that leads to lost opportunities. To avoid that, a thorough security strategy must be in place from the very beginning.
Privacy breaches are only part of the threat. Security also means protecting against server outages. Such as here at PlanPlus Online we have been working tirelessly to make sure we have a great security strategy for all of our servers and customer data. We update ourselves with the newest server software and keep backups of information to make sure your information is never lost.
From a direct perspective, your brand loses out on any immediate traction when people can access your site or app. Indirectly, frequent outages wind up tarnishing your reputation, leading to potential visitors avoiding your site or app.
These methods I have explained here can be broad strokes for your mobile strategy, but the finer details still come down to a case-bycase basis. Remember the specific needs of your target demographic and long-term branding; combined with the methods above and you’ll have a clear path to maximizing your potential in the mobile market.