Sure, everything “Mobile” is growing at a rapid rate, but we’re still waiting for a Shift. And, for that “shift” to start happening, marketing professionals first need to realize a mobile strategy is not the same as an online browser-based strategy.
One key element in Mobile Strategy that is taking marketers a little longer to understand is the connection that Mobile has with the Print world. Yes, Mobile very much exists in the digital realm (obviously), but a big part of a mobile user’s experience and behavoir has to do with a tangible experience as well. It would only make sense that a large percentage of mobile use and application occurs with some geographical context involved. Think about it – it’s not hard to put two and two together, you just have to step outside of the browser. In many respects, the small mobile device in the palm of your hands is like a gateway between the big bad real world and our virtual reality, the Internet.
So with this in mind, marketers have to design their mobile experiences appropriately. A condensed, duplicate version of your existing browser site is probably not the most effective move. Yes, a good mobile-web experience should get you to the point as quickly as possible. But a smart and effective Mobile strategy that will deliver tangible ROI should position a business to invest in a mobile experience that does more than just deliver a few key tidbits of information. A good mobile strategy should include some of these key elements:
- multi-channel or multi-site approach that caters to a specific target whether that’s a certain demographic related to your product or service, a geographic area, or just product or service specific
- a target specific draw; something of value that you can extend to the target audience of that mobile destination that will engage them
- QR Codes to help bridge print to digital seamlessly in-depth research on placement of visual print signage
- the ability to capture data and have it easily accessible for you and your team personalized response mechanisms (e.g. custom email auto-responders) that are in sync with key triggers like data form submissions to leverage and maximize on a qualified lead
- activity notifications and accurate site metrics
There’s one last key element that I didn’t include in the list above that will differ from company to company, but will remain the same for your end audience: design the mobile experience you offer to your target audience as personal as possible. Because the window between the two worlds is so small, you have their entire focus, so carefully consider and design the way you communicate with your end audience. Most windows of opportunity these days are short, fleeting moments, so the time you do manage to get with a mobile visitor should speak to them in an up-close and personal way. After all, you are literally in the palm of their hands.