The mobile technology boom enables consumers to have more power over the brands they choose to engage with. As more people opt for handheld devices, you are probably wondering if it’s necessary to add a mobile strategy to further boost your brand visibility online.
Here are some considerations which could help you decide whether or not it’s high time to incorporate a mobile strategy into your marketing program.
Mobile Visibility is a must
In a New York Times article entitled Do All Small Businesses Need a Mobile Strategy?, Mobile Consultant Chetan Sharma shared that every company should at least try to become visible to handheld devices such as smartphones and tablets. So that, he explained, whenever a consumer is looking for you on the run, your info must be available in any format where they are looking to consume that information or you’ll miss a valuable opportunity.
Evaluating the need for a mobile website
Ted Schadler, vice president and principal analyst at Forrester Research, shares that you can determine if your organization needs a mobile website by asking these questions:
- Does the organization currently have a Website that is regularly used by customers?
- Do the people you are trying to reach use smartphones or tablets on a regular basis?
- Can mobile provide opportunities that a traditional web presence – or other channels – can’t or doesn’t do as well?
- Would customers (or employees or partners) benefit from having information at the moment of decision?
According to Schadler, if you answered ‘yes’ to two or more of these questions, then you probably need a mobile presence.
The type of your business should also guide you in your decision-making. If you’re engaged in e-commerce, you might consider having a mobile application (app) or mobile website where consumers can easily access, browse, and purchase your goods.
Think beyond mobile apps and websites
A mobile strategy for some businesses, may not necessarily translate to a mobile app or website. It could be as simple as making sure your business is easily found in online business listings such as Google + Local, Yelp, Bing Local, White pages, and Yahoo Local. You can hire the services of a reliable SEO company to help you manage your presence on the web so mobile users can easily track your business whenever possible.
You don’t need to jump on the mobile bandwagon just because everybody’s talking about the mobile craze. Make sure you are able to assess the value of a mobile strategy and its advantages to your brand. Your strategy should translate into quantifiable results such as improved lead generation or increased ROI.
Mobile marketing gives businesses a great opportunity to create and nurture better relationships with customers. Just remember that whatever channel or strategy you use, the satisfaction and convenience of your consumers should always come first.