Four Fundamental Pillars
Before we look at the specifics, lets consider the four fundamental steps to a successful mobile strategy:
Define your objectives first and foremost. Is it about brand awareness, acquisition, leads or starting a new conversation? Once you've defined the end-game, work back and define the role of mobile within the overall communications mix.
- Build your app and/or mobile web
Apps build brand engagement and retention whilst mobile web is great for e-commerce and generating leads. Whichever option is chosen ultimately everything needs to be consistent across all channels. This means integrating the back-end to ensure product info, stock levels and pricing are all consistent across all platforms.
- Spread the word
Have you communicated your mobile offer to existing and potential customers. Have you optimized your targeting so your campaigns reflect the source of your traffic - desktop or mobile. Search on mobile needs to lead with phone numbers and location.
- Analyse, adapt and re-deploy
Tracking how well you perform in real-time and remaining agile is extremely important in today's competitive market. Distinguishing which new or evolving technologies should be taken seriously and adopted must also be a constant consideration.