”First and foremost, you cannot properly address your mobile audience until you fully understand and embrace who they are and what they represent.Surprisingly, many otherwise savvy marketing professionals fail to remember the most basic of concepts: that mobile users are, well, mobile. As such, they expect to have an experience that’s entirely different from what they would have on their PC.Furthermore, mobile users also expect to enjoy a seamless experience across all devices. According to Forrester, 75% of adults in the US use 2 or more devices to connect to the internet, and 67% have switched between devices while completing common tasks.Think about it. A consumer looking for a local hair salon may Google it on his or her smartphone, then email the link to be viewed later on a tablet or laptop. From there, they may electronically schedule an appointment and then sign up to receive push notification reminders via text message.This is the typical cross-device journey that most consumers take on a daily basis. And it’s why simply making your website look pretty on a mobile phone isn’t enough to keep you competitive.
A huge part of developing a mobile-optimized web experience is delivering the right content in the right context at the right time. Doing this effectively involves understanding the needs and behaviors of your audience, then using that information to redesign and simplify your approach. What key pieces of information are your mobile visitors looking for and – more importantly – what is the best way to deliver that info? Directions to your business? Sure.A contact number (preferably using push-to-call technology)? Definitely.A “Contact Us,” option that requires completion of 20 different fields? Probably not. Identify what your users want and design a process that eliminates unnecessary information and extra steps to help them achieve their objective as quickly and easily as possible.
According to Google:“Micro-moments occur when people reflexively turn to a device—increasingly a smartphone—to act on a need to learn something, do something, discover something, watch something, or buy something. They are intent-rich moments when decisions are made and preferences shaped. In these moments, consumers’ expectations are higher than ever. The powerful computers we carry in our pockets have trained us to expect brands to immediately deliver exactly what we are looking for when we are looking. We want things right, and we want things right away.”These moments present a golden opportunity for you to leverage the mobile experience and turn it into a profit-generating resource. The key is to identify these micro-moments and, in turn, intuitively deliver content that best meets the intent of your prospects. This can be accomplished by tapping into the following data:
These analyses will help you to develop a much more intuitive mobile strategy, delivering optimized content that most closely matches the needs and wants of your target audience. It’s important to point out that simplification of the content doesn’t necessarily mean stripping down to the bare minimum. Rather, it’s about providing your audience with quick and easy access to the information they need, regardless of what device they happen to be using.
Like it or not, our mobile devices have become an integral part of our lives.Perhaps you use yours to check the weather or read the latest news as soon as you wake up each morning. Maybe you like to pop into Facebook throughout the day to see what’s going on with your friends and family members.Most of us also use our mobile devices to do everything from managing email to conducting research and any host of other things that once required a desk and a monitor.The fact is, people have become intimately connected to their mobile devices. So much so that 75% of Americans admit to bringing their phones with them into the bathroom. Yes, you read that right.What this means from a marketing standpoint is that the mobile experience is inherently personal and, as such, presents the ideal opportunity to connect with and nurture prospects on a more social, individual level that other types of interactions simply cannot match.Take advantage of this by gaining a deeper understanding of who your ideal prospects are, what they want and what their pain points are and then channel that information into developing content that is directly relevant to them.
If there’s one thing that remains constant when it comes to online marketing, it’s changed. What works today might be a colossal failure tomorrow, and vice versa.The only way to stay competitive, particularly in the mobile realm, is to think ahead.As mentioned earlier, it’s not only about understanding who your customers are and what they want now. It’s about taking the journey with them, recognizing and adapting to their changing behaviors and expectations along the way.By applying the above concepts and best practices to your mobile strategy, you’ll be better able to reach your target audience right where they are, delivering the content they need and optimized experience that will keep them coming back again and again.
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