How to Develop a Successful Mobile Strategy in 4 Steps

Mobile marketers need some help understanding their customers. This article explores some tangible ways for businesses to understand how customer behavior and preferences can be profiled to drive engagement and increased conversion.
From the iPad through to the Samsung S3, right down to feature phones and even wearables, we live in a highly fluid and fragmented multi-device world. However, regardless of the device being used, as consumers, we increasingly expect a Web experience that’s perfect on any device, regardless of when, where and how we’re browsing.

The truth is mobile Web growth rates have caught many businesses unprepared. No sooner had they conquered the desktop than another question emerged—how to win at mobile and build a new customer connection? Another home truth—there’s too much guesswork going on from businesses. They’re making decisions about how to serve their mobile audiences based around assumptions on the device, including how and where the user is engaging. In a world built on big data, making decisions on something as huge as your mobile strategy based on guesswork is essentially like driving a car blindfolded.

It’s a common problem, but it doesn’t have to be—because the data is there. Marketers no longer have to fly blind. Mobile marketing is not a buzzword or a futuristic goal. Mobile analytics is the answer today, and it packs plenty of science into the decision-making process, helping businesses build up a better picture of how customers really engage on their mobile websites. Now we’ll look at some simple ways to use mobile analytics and get real results.

1. Profile Mobile Visitor Personas
Firstly, understand there are different devices for different scenarios. Users often have two or three mobile devices, and the context in which devices are used can vary hugely. This means the idea of one customer and one device is over. The new Web visitor can be the same person, but with different personas when using different devices at different times of the day. Mobile analytics research shows these different personas clearly. Early morning Web surfers (we’ll call them the “Caffeine Collective”) reach for their devices as part of their “before-leaving-for-work” routine; normally using high performing, large screen tablets, utilizing home WiFi rather than 3G. Brands and commerce vendors need to understand that the level of contextual segmentation, as it could help drive engagement and potentially lead to a purchase.

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