Mobile : Upwardly Mobile
Best practices to pull your customers into the mobile-integrated future
April 2011 By Spyro Kourtis
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Perhaps only a small minority of your customers are trying to access your website via mobile devices right now. Maybe those people don't seem worth worrying about yet. However, mobile use is skyrocketing. At some point, you will be expected to have a mobile site just as much as you're expected to have a website now. You need to consider where the greatest opportunities lie for your brand.
By implementing the following strategies, you will invite some of your customers to try mobile response for the first time. You may need to pull your customers along to get them to recognize what the future of mobile could do for them, but being that leader will give customers a better impression of your brand. It's a smart way to outshine your competition. And even if your mobile efforts don't achieve the ROI you hope for immediately, it's much better to be ahead of the game than left in the dust.
Polish Your Presence
Texting and mobile Web browsing are the top two activities on mobile devices, and email is the third. Within that usage space, how you present yourself to consumers on their mobile devices has huge impact on how they will interact with you. If your site isn't optimized for mobile, they'll go elsewhere and may never return. According to a 2008 study conducted by ad agency AKQA's research and insights department, more than 50 percent of responders said they wouldn't return to a mobile site if they had a poor experience.
A mobile site is often a light version of the desktop site, but you don't need to limit yourself that way. A top-notch mobile destination can enhance customer experiences and improve loyalty because your customers can choose how and when to interact with you. Think about what being mobile might mean to your customers. The whole concept of your mobile site could be very different from your main site.
Also think about the emails you send. Are your customers ready for mobile? How do you approach mobile viewing? You could put a link to a mobile version of your email on the email itself, or it may be more effective to let your email "read" the mobile device and send exactly the right version for a BlackBerry, iPhone or Android. You may even be able to customize the experience for each type of device.
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