In the strategy series we give you insights in how we help our clients with their strategic challenges. In previous articles we showed you how useful thinking tools and facilitating workshops can be to crystallize great ideas. Clients come to us for our strategic, creative and technical knowledge and skills. If you want to build an app, that's great! But, before we start off we want you to think it through and be aware of the mobile mind shift you need to make. It is important to define your mobile marketing targets and think about your online business model. Know about the continuous process of developing an app and learn how to combine Agile and Lean principles to create an awesome product. And above all, think about your future mobile users - their expectations and behaviors.
Is your business ready to go mobile? This article gives you some material to think of when you’re ready to take your first (or maybe next) steps into mobile.
Why mobile first? (strategic)
Not only is the amount of worldwide mobile users still growing rapidly, we even let mobile change our entire way of living. Telecompaper reported 84% of the Dutch consumers owned a smartphone in the third quarter of 2015. It shows the immense amount of mobile users possible to reach anytime in their very personal environment. We track our motions, share our locations, allow others to get in contact with us anytime and everywhere. We as in, mobile users, customers, from early adopter to laggards, from millennial to baby boomer, from digital native to digital immigrant. It has become super easy to interact directly through mobile. So why not learn from this and take profit out of it as a present-day business by using the mobile channel effectively to reach your target groups?
If you have not shifted already, it is clear that your organization did not get the 'memo'. But no worries, it is good to consider wisely why it is valuable to go mobile in the first place, and continuously step up your mobile maturity game. As Simon Sinek says: ‘People don’t buy what you do, they buy why you do it.’ So, why is your product or service valuable to your mobile users? You need to realize that mobile is not only about apps. Besides developing an app, you need to get all your online channels such as your website, landing pages and email newsletters optimized for mobile as well, to create the best user experience. Going mobile is about your prospects and customers, and their individual (and great variety of) user journeys. Furthermore, you want to collect user data to get insightful metrics and plan your future roadmap. Time to start integrating mobile into your marketing strategy? If you do it right, mobile can be your key driver of success!
How mobile first? (tactical)
When you have managed to answer the why, it is time to think about how to shift your business resources towards a mobile mindset. As you may have noticed, we are not trying to convince you that the next thing your business needs to do is to immediately build and app. Think about long-term business goals and first put your mobile strategy on paper. While doing this, our advice is to definitely not consider mobile as a stand-alone tool to reach your target groups. The challenge is to integrate mobile into your existing marketing channels.
Understand your business current level by looking at the aFrogleap mobile maturity model. Define where it needs to go to with your product and services and determine how the mobile channel can add value. For this, your internal organization is required to set-up a dedicated ‘mobile’ team which reviews mobile statistics. They gather customer insights on mobile usage and your customer’s behavior. Besides that, they monitor mobile specific budgets and keep a close eye on what main competitors do.
Create a mobile strategy together and brainstorm on your mobile business goals. Then, make a continuous, integrated (and when you are ready preferably omni-channel) roadmap together with your internal teams who bring in their own field of expertise.
When you are thinking about developing an app the matrix below may help you to find out the purpose of your app with having sales or service as the main goal. It also shows if you focus on existing or new clients. Our experience is that a lot of apps are build by businesses as an extra marketing channel to serve existing clients in a more personalized and relevant way.
What to do now? (operational)
When you have defined your mobile marketing goals, you are ready for the next step. Now, challenge yourself to think outside-in and put the customers needs and their user experience first. Looking at this from the other side, allows you to think and act from a user perspective and forces you to get to know your costumer better. Usually we do this by creating personas. Who is your mobile user? What does your mobile user want? Where does he or she go to? How can you get into their everyday lives and be relevant and helpful to them? Do they have a problem that you are about to solve through mobile?
When you manage to find an overlap between your business goals and the user experience of your target group you are heading into the right direction.
Going mobile can really create more value for your customers and simultaneously increase business revenue. As we learned at the DDMA Mobile Wave event there is a lot of money earned worldwide through mobile. And like Mobile Solutions Specialist Google, Olivia Harvey taught us: “Due to poor mobile experiences a lot of money is lost.”
Building a great user experience is key, which is a complicated task since mobile user expectations are extremely high nowadays. And this is what we will tell you more about in our next strategy blog. First let the mobile mind shift kick in, and then it is time to give you an idea on what expectations your business needs to live up to be truly successful trough the mobile channel.