The ever-expanding mobile sector thrives on innovation and creativity, and depends on attracting inspired experts to keep up with both consumer demands and technical developments. Indeed, mobile web and app usage has surpassed the desktop as smart devices become the primary way for consumers to access the internet. Yet a significant number of companies still invest more in their desktop-only offering than they do in a true cross-channel strategy - there is natural tendency to assume ‘small and simple’ equates to ‘low levels of investment’ in terms of company focus and resources, so they stick with what they know.
Most smart businesses recognise the need for change and are now implementing a mobile strategy, though some are more thought-through than others. Too often, businesses hastily put together a plan for mobile in an attempt to remain relevant and, in the process, lose sight of what should be at the centre of their strategy – customer experience.
Although it should go without saying, it is vital that businesses clearly define their objectives before embarking on a mobile strategy. For example, they might want to increase sales or better understand consumer behaviour through data. A successful mobile strategy must align with these business objectives.
Key points in developing a mobile strategy
The ubiquity of mobile technology means that user expectations have never been higher, and businesses need to recognise the importance of seamless cross-channel experiences for their customers. This means taking immediate steps to develop a comprehensive, strategic approach to mobile technology, with the customer as its focus and recognising that apps are just one small part of the overall picture. Modern mobile users generally tend to fall into one of two camps: hunters (who want to find a specific piece of information or do a specific task quickly) and gatherers (looking to browse around or fill time and less concerned about a specific outcome). If your users are hunters, focus on features which will enable them to achieve tasks in the smallest number of steps and minimise any functionality which does not help them. If they are gatherers, look at ways to give them fast access to broad information, and then identify ways to keep them engaged with your user journey across screens. It is possible to please both, but do be wary of becoming a ‘Jack of all trades’ - in some instances, you may have a better outcome by picking one audience type and sticking with it.
With the likes of Amazon and ESPN trialling and testing mobile products to ensure their mobile user experience is everything they and their customers want it to be, we could quickly see companies beginning to fall by the wayside if their mobile experience does not match that of other leaders in the field, or indeed experiences from across the rest of the business.
Fundamentally, any mobile strategy must have the user experience at its heart. It must start and end with the person who is going to be accessing the app or mobile site to perform tasks or get information - if it doesn’t work for them, they simply won’t use it and it will fail. And it’s worth reiterating that this is about much more than apps and mobile in isolation - it’s about engaging customers across multiple platforms and ensuring your online and offline experiences are communicating in such a way that customers are actively engaged with your business. Innovative companies are already working on developing this connected journey with their customers - needless to say, there are big business benefits to be had by tapping into the wealth of information that will become available via mobile about customers and their preferences and using it to provide an improved, more personalised overall experience.
By Dan Hartveld, CTO of Red Ant.
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