Mobile First : Mobile for All
A 3-step approach to implementing a mobile strategy for small- to mid-size companiesSeptember 2013 By Fernando Espejel
For the last two or three years, print magazines, TV and blogs have been proclaiming "this is the year for mobile." Articles and speeches were presented solely around the idea of a "mobile first" approach. Well, it's now 2013 and we can all agree this whole mobile thing is not a fad. In fact, it's pretty much the dominant force in many facets of all businesses, regardless of category or market.
But, while so much time has been spent on explaining why mobile is important, there really hasn't been a lot of focus on how to successfully implement or utilize this new channel. We have seen the creation of playbooks—or lists of best practices—but, for the most part, these efforts have been pretty high-level concepts geared toward large enterprise businesses.
What is needed, especially for small- to mid-size companies, is a framework that adapts to their particular needs and how these needs can be addressed through mobile.
The process I like to use, both in my past experience and currently at Draftfcb, is rather simple. There are three main steps that can be applied to any marketing endeavor, regardless of size or market.
Step 1: Mobile Audit
The first step in the process is simply to get a solid understanding of the current state within your mobile ecosystem. This ecosystem encompasses three main areas: What you are currently doing, what your category is doing and what your competitors are doing. Once you have this information, you can plan on what to tackle first, what to ignore, and what to start forecasting or planning for in the near future.
Begin by taking a smartphone and a tablet and view all of your company's digital properties (website, microsites, landing pages, etc.), as well as digital campaigns (promotions, calls to action, etc.). Are they viewable? Do they provide a positive experience for the end user, or is it a pain point? Large companies hire firms to perform usability tests, and that is an excellent choice—if you have the budget.
If you don't have that type of money, take this approach when developing any mobile products: Give the smartphone to a 6-year-old child and ask for an opinion. If the reaction is "I don't get it," or "How do you do this?" then you have usability issues. If the reaction is the opposite and the youngster can quickly and easily dive deeper into the experience, you are delivering a positive experience to the end mobile user.