Storytelling Gone Wild: The Key to Creating Viral Content: Click here to register for the free webinar.
Join our expert panelists on February 16th at 12pm ET as we explore how to make sure each piece of content you send out has viral potential.

Build Your Future-Proof Mobile Strategy: A Firm Foundation

future proof mobile strategyUS adults now spend more time with dig­i­tal media—primarily mobile—than with their tele­vi­sions. Recent Nielsen data shows that con­sumers pre­fer mobile apps, spend­ing “89 per­cent of media time in mobile” using social net­work­ing, email, and con­tent apps. That’s why the great­est invest­ment a com­pany can make to future-proof its brand is in mobile cus­tomer experiences.

Com­pa­nies that want to claim some valu­able mobile space for them­selves will need to deter­mine the best approaches and tech­nol­ogy invest­ments for their brands. Despite mobile being a rel­a­tively new fron­tier, there are already an over­whelm­ing num­ber of options. Respon­sive design, or adap­tive mobile Web? Native apps or hybrid apps? Dynamic media, or min­i­mal con­tent? And what about inte­gra­tions? The pow­ers of geolo­ca­tion, social media plat­forms, email, QR codes, con­nected appli­ances, and data trans­fer offer a mul­ti­tude of pos­si­bil­i­ties for your mobile presence.

Not only that, but there is an over­abun­dance of mobile apps in the app store. It’s no longer enough to sim­ply make an app; yours might never be noticed if it’s not highly use­ful and thought­fully designed to drive engage­ment. Mobile apps are crit­i­cal for build­ing cus­tomer rela­tion­ships and loy­alty, and per­son­al­iz­ing your mobile expe­ri­ence for exist­ing cus­tomers is key.

Don’t start off try­ing to sift through all the pos­si­bil­i­ties. That’s a back­ward approach that will either par­a­lyze you with inde­ci­sion or lead to an inco­her­ent and irrel­e­vant mobile strat­egy. To develop a focused, user-centric game plan that yields mea­sur­able results, you must start with a sin­gle customer.

Build from the Cus­tomer in

Just like an archi­tect will first meet with clients to under­stand how they want to work, play, eat, and relax in their space, and then draft the plans, study­ing your cus­tomers is fun­da­men­tal to your job. The archi­tect applies knowl­edge of the users to not only deter­mine the dimen­sions and flow of a space, but the mate­ri­als and meth­ods used for con­struc­tion. Do they need it built fast? Do they want only sus­tain­ably har­vested wood? The beauty of mar­ble, or the prac­ti­cal­ity of vinyl siding?

Why would Face­book, a com­pany dom­i­nat­ing mobile social space, acquire a fit­ness track­ing app? Because even though peo­ple use the Face­book app, they are increas­ingly look­ing for apps that are use­ful rather than purely social. You have to make sim­i­lar deci­sions about the design and func­tion or your mobile prop­er­ties, as well as the tech­nolo­gies you’ll use to build them. Here is a two-part approach to draft­ing a suc­cess­ful mobile strat­egy blueprint.

1. Lay a Foun­da­tion of Cus­tomer Data and Insights

Your ulti­mate goal is to deepen cus­tomer rela­tion­ships with con­tex­tu­ally rel­e­vant and engag­ing mobile expe­ri­ences, and you won’t get there by sim­ply mim­ic­k­ing the lat­est flashy mobile cam­paign. Learn every­thing you can about your end users, talk to them if pos­si­ble, and take a walk in their shoes. Don’t make assump­tions about pref­er­ences and habits that aren’t based on sur­veys, usabil­ity stud­ies, cus­tomer sto­ries and reviews, or other forms of per­sonal insight into cus­tomers’ actual lives and moti­va­tions. Observe and mea­sure behav­ior, pur­chase path, and engage­ment trends, leav­ing no stone unturned.

From this infor­ma­tion you will begin to form nuanced user per­sonas, which you can then con­nect to core moti­va­tions and aspi­ra­tions. If you dis­cover from the start that your audi­ence is largely moti­vated by both sta­tus and con­nect­ed­ness, you can build your entire mobile strat­egy around shar­ing your brand influ­ence through a social experience.

2. Frame Your Strat­egy with Aligned Technologies

Align­ing your data, con­tent, and tech­nol­ogy will empower you to deliver tar­geted and effec­tive cam­paigns for the long term. Mobile mar­ket­ing can be com­plex, requir­ing coor­di­na­tion across mul­ti­ple chan­nels and touch points, and inte­gra­tions with out­side ser­vices, plat­forms, and media. To ensure a seam­less mobile cus­tomer expe­ri­ence, you’ll want flex­i­ble and robust tech­nol­ogy that a whole team can utilize.

Devel­op­ers are “real­iz­ing that there is no ‘one-size-fits-all’ solu­tion for their mobile devel­op­ment process.” Some ser­vices may per­form bet­ter as native apps, whereas oth­ers need to be cross-platform. Hav­ing the abil­ity to choose based on the spe­cific goals and func­tional require­ments of each prop­erty, along with the busi­ness needs and skill sets of your team, is key.

As mobile expe­ri­ences become a pri­mary way for cus­tomers to engage with brands, it’s not only devel­op­ers who have an inter­est, but also mar­keters who need the abil­ity to update con­tent and per­son­al­ize expe­ri­ences. Many com­pa­nies strug­gle with updates that take weeks to imple­ment. Devel­op­ers and mar­keters need to look beyond a fast ini­tial build, and design for con­sis­tent, rapid updates to keep the mobile expe­ri­ence fresh and relevant.

Take Your Mobile Strat­egy to the Next Level

Opti­miz­ing the mobile cus­tomer expe­ri­ence starts with a deep under­stand­ing of your audi­ence aligned with the right tech­nolo­gies for you: the foun­da­tion and fram­ing of your new mobile strat­egy. To main­tain a com­pet­i­tive and sus­tain­able strat­egy, you will need to begin nur­tur­ing mul­ti­ple points of con­tact and con­ver­sion. Mobile touch points are essen­tial to your brand’s dig­i­tal cus­tomer expe­ri­ence, unlock­ing both one-to-one engage­ment and social com­mu­ni­ties, as well as con­nect­ing peo­ple to your other dig­i­tal channels.

Con­sider the whole cus­tomer life­cy­cle. What do you want your cus­tomers to do today and in the future? Can you make the expe­ri­ence rel­e­vant again and again as the cus­tomer rela­tion­ship evolves? Fol­low along for my next post, where I’ll dis­cuss wiring and fin­ish­ing your mobile meth­ods with per­son­al­ized con­tent and engag­ing apps.

 

This post originally appeared on the Adobe Digital Marketing blog at http://blogs.adobe.com/digitalmarketing/web-experience/build-future-proof-mobile-strategy-firm-foundation/

Join The Conversation

Upcoming Webinars

Whitepapers

  • February 05, 2016
    Facebook contests and campaigns are powerful ways for brands to engage with customers in social. They encourage social sharing, spur user-ge...
  • December 15, 2015
    New Research to Drive Smarter Social Strategy It’s no secret that social moves fast. So our research and analytics team mines social data,...