Tips for Taking a Mobile First Approach

Patti RennerIn my last post, we talked about how the time has come for a shift in your marketing. If you’re thinking of doing a new website or even a website refresh, you need to take a “mobile first” approach. This means you must design around the mobile user’s experience with your website via mobile, built from the ground up and entirely focused on the mobile consumer.
Today’s consumers don’t think in channels. They don’t want to be bothered with PC versus phone versus tablet when interacting with your brand. They simply want to get what they need quickly – to transact now with minimal friction of technology slowing them down.

Taking this mobile-first approach to design and strategy opens up some very interesting possibilities for marketers. Because mobile is so contextual, it can be well suited for tasks and capabilities to better engage customers. Think about how to be helpful to your customer. Add intelligence and analytics into the exposure stream – but without being creepy. Work with your IT department to create an experience so your mobile site and/or app is a catalyst between buyer and brand, forging a deeper connection than was ever before possible.

Some ideas brought up at Mobile Marketing & Commerce Forum sessions include: location considerations (what they need may vary depending on where they are… in your store or price-checking from your competitor… in their car or at their desk, etc.). While websites are traditionally static, mobile opens up some terrific possibilities for smart conceptual experiences.

When considering where to take your mobile strategy next, here are a few considerations:

  1. Develop a plan that will evolve your current level of sophistication over the next 6 months. Get partners, players and IT involved early.
  2. Focus on details to enhance the in-store experience using mobile. This might include scanning for user reviews of specific products, out-of-stock support to ship-to-home, “endless aisle” choices for more color/style options, and more.
  3. Find ways to add mobile into the post-sale experience. Nike has a sensor in some shoes to track distance traveled, calories burned, etc. MTD offers scan tags to maintenance details and common replacement parts. Think about what your might find valuable, to help maintain connection to brand well after the sale.
  4. Save the sale with mobile content. Make it easy for people to stay in store by opening your brand’s web inventory to them so they buy from you instead of a competitor. Do what you need to do to save them the trouble of going elsewhere.
  5. Use your mobile data to improve engagement across other digital channels and touchpoints. Research shows that coordinating message content across two or more touchpoints can increase conversions. Your mobile data can be an important component in that.

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