Mobile is not a strategy. It’s simply another screen on which your business must function. It has drastically changed the way we interact with each other, the way we interact with businesses and brands, and has significantly changed the way we go about our daily lives. Many businesses are experiencing that most of their customers are mobile and spend more and more time with their phone. With the smart phone revolution, the phone itself has not only become a channel for direct communication – but for sales and marketing and keeping your global workforce connected.
As per information available, by 2014 more customers will be accessing the internet from mobile devices than from computers, which means that managing a mobile presence will be as critical as managing a core Website.
There were almost 200 million smart phones in use worldwide at the end of 2010; that number is expected to top one billion by 2014. Technology is playing an increasingly important role in the ongoing success of any business.
Why you need a mobile strategy now?
Mobility is far more than apps, and it’s far more than tablets and smart phones. Actually, mobility involves many technologies that are coming together, giving us anytime, anywhere, by anyone capabilities
a) Customers Connect
One-touch contact information makes it easy for consumers to get in touch with you through direct dial, email and chat functions. A solid mobile marketing strategy can get your customers interacting and connected to your business anytime and anywhere. Well planned mobile strategy does help you to add more loyal customers to your business.
b) Happy Customers
Mobilization does help to enhance their overall customer relations management strategy, developing an efficient too to easily respond to queries and complaints and provide quick feedback services to customers and prospects on the go. By improved of quality of service you can always make customers more satisfied.
c) Improved Employee Productivity
Mobilization allows employees to make informed choices through increased real-time access to a broad range of information, communication and decision-making tools. With mobile device, the easiest way to interact with team in a more collaborative way and the team always can be connected each other. The overall enhanced connectivity within team results in improved productivity
d) Cost Optimization
The most immediately reportable and tangible revenue benefit gained through successful mobile integration initiatives is cost savings. Increased employee and business efficiency and productivity helps to reduce the overall cost. Computer Economics research indicates that establishing a mobile workforce can produce annual savings ranging between $1,350 and $3,500 per worker.
e) Win more business
With increased productivity per employee resulting from the mobile strategy, your business is freed up to pursue more customers and more revenue-per-customer scenarios. Mobility helps to increase exposure, presence and brand awareness which in turn help you to drive more business. An effective mobile strategy is essential in order to reach out to new customers, appeal to brands, create new revenue streams and generate repeat business.
The best practices for Mobile Strategy
a) Align your Mobile Strategy with your overall company business strategy
The best way to create a appropriate, and ultimately successful, mobile strategy, is match it in with your overall business and marketing strategy
b) Define mobile strategy objective
When creating a mobile strategy you consider why you go mobile and what you mobilize. Define the purpose in detail, prioritize your mobile offerings and understand how it adds to value to your business.
c) Understand the target audience for your mobile strategy
Every business strategy has its own target and even your mobile strategy too. Know your end users or consumers who play a major role in your mobile strategy and build it accordingly.
d) Make sure your mobile strategy is a future proof
There is a rapid change in the mobile technology, platforms and there is a huge demand for improvements and support for more functionality and features. The mobile strategy should be able to address these changes and challenges.
e) It is all about user experience
One of the most important factors to consider when creating your Mobile Strategy is to constantly consider the actual consumer or end users. As per information available, 73% of mobile app users say they expect a company’s mobile app to be easier to use than its website.
f) More focus to outcomes rather than features
Concentrate more mobile strategy outcomes rather than the features it includes. Figure out what user and business goals are and then build the initiative around it.
What can include in your mobile strategy?
If you are thinking what can be part of your mobile strategy, the following can be considered.
a) Mobile websites
b) Mobile apps
c) Location based services
d) Mobile campaigns and ads
e) Mobile coupons
f) Mobile payment services
“Mobile is so important, put your best people on mobile. If you don’t have a mobile strategy, you are no longer relevant” – Eric Schmidt, former CEO of Google
In today’s mobile era, every business must have a comprehensive mobile strategy which will give your organization operational and strategic advantages by aligning the business, prioritizing investments, implementing sustainable processes, infrastructure and capabilities, and making your employees more productive and your customers more inclined to do business with you.