Matching the Content to the Customer in Direct Digital Marketing, Part 2
Late in 2009, many senior marketing folks thought that having an iPhone app just about wrapped up a brand's entire mobile strategy. Not today. We have several platforms — iPhone and Android, plus new/refreshed entrants from BlackBerry and Microsoft, for example — to work with.
In the first installment of this two-part series, I discussed the importance of having a comprehensive mobile strategy in place, one that takes into account multiple mobile devices. Marketers should be less concerned with having a device-specific strategy and instead focus on a unified mobile approach that spans all mobile subchannels. This is key to reaching the mobile-ready consumer in any demographic.
As you craft a mobile strategy for your brand, your delivery system needs to include the ability to offer a device-optimized experience to be most effective. That means the system you choose should have the ability to serve up a mobile website designed around the parameters of the mobile device being used. This flexibility helps to create a rich mobile experience with your brand. If done right, the mobile marketing experience has a very “app-like” feel to it.
This approach is the foundation for hybrid apps. Not only does it optimize the mobile web experience, it can also be distributed through app stores to reach the widest audience possible.
Let’s not forget that there are situations that may be just perfect for using a device-specific app. However, having a hybrid app as part of your overall strategy allows you to reach the widest audience possible across a variety of devices, and it can cost less to build and maintain. What's more, you can get it to market faster.
As you create a comprehensive mobile strategy to support your brand, here are three critical questions to ask your developer. This is new territory here, so be sure you get solid answers before you move forward.