Mobile is not only in vogue, it offers an unrivalled opportunity to improve both engagement and profits. Smart phone penetration, currently at 46% (26.4million) of all phones in the UK, continues to grow at a rapid rate, making mobile the channel to invest in over the next three years. However, whilst companies are looking at mobile, its strategic value has not yet been identified or achieved by many.
The biggest barrier to achieving mobile's potential is location. This is because brands don't understand the impact location has on consumer behaviour and so, cannot harness its full potential.
The key to understanding mobile's strategic value is to understand what consumers want from mobile beyond the basics of
- Simplicity - a simple experience that works for them
- Immediacy - instant access to the information they are looking for
- Context - relevancy to who they are, where they are, and what they are looking for
Fundamental to this is understanding what type of mobile consumer you are dealing with.
There are generally accepted to be three types of mobile consumer. The consumer at home - typically a multi-tasker on a laptop whilst watching TV, is very different to the consumer on the move - usually a commuter checking emails whilst on the way home. They are also both very different to the consumer in-store - using their mobile to check for deals, reviews and store locations.
These different habits stem from different needs, needs that companies need to tailor their strategies to meet if they are to achieve mobile's potential. The good news is that whilst each consumer type needs to be offered a tailored experience, there is a simple three-stage process you can implement to achieve this.
Step 1: Put the customer at the heart of your strategy
If the customer is not kept at the heart of your programme, mobile will never be able to fulfil its potential; build your offering around their needs and expectations and more consumers will engage with you on mobile.
Step 2: Get granular in your approach
A blanket approach won't meet the needs and expectations of all the consumer types. Invest in understanding where consumers are engaging with you and which devices they use and your returns will increase significantly.
Step 3: Be creative and keep testing
Mobile's evolution is rapid and is likely to continue at a similar pace. New innovations, such as Google Offers and Google Wallet, are being developed to help you make the most of mobile and measure its impact. Try them when they are available; integrate these new ideas and innovations, move through them quickly if needs be but never stop testing.