Think with Google, a content research arm of the company, released a really interesting infographic-like breakdown of three basic goals for mobile marketing. Google loves mobile marketing, and since most people in the world spend more time online with phones than anything else, you need to have a mobile business strategy to set you apart from competitors.
The three sections Google identified are, respectively, Faster, Better and Everywhere. Let's talk about what that means, and give a few important pointers on how to meet these demands. This three-point breakdown is a great way to explain mobile goals to a stubborn boss or a new team, so feel free to make use of these mobile business strategies the next time you face a mobile challenge!
1. The Need for Speed
As Google says, mobile customers are interested in a "Who does it best, now?" mindset. Customers are looking for any sign that they can find what they want and wrap up a transaction ASAP – so they can then get back to their life. Remember, if a mobile set takes more than three seconds to load, you have already lost more than half of your visitors. Those aren't losses that you can risk, so focus on performance and make sure your site and app are speedy enough to get buyers what they want at top speed.
- Check out the Google AMP project, which provides framework for ultra-fast mobile sites.
- Remove unnecessary photos and videos from your optimized site. Avoid data-heavy features like Flash animations which aren't necessary on mobile.
- Investigate your web hosting setup to see if there are any speed problems at that end, and if they can be improve by switching services or features.
2. Understanding the Customer Better
People want brands that understand them. This can roughly be broken down into two simple parts: 1)people don't want a mobile brand trying to sell at them over and over, and 2)people want a customized experience.
Google also reports that 63% of people expect brands to know their purchase history and use it to better offer products they may be interested in. That's a far cry from just a few years ago when using purchase histories was still a highly debated topic. These days, 90% of companies that personalize consumer experiences say that it significantly increases business profitability. If personalization isn't included in your mobile strategy yet, save everyone some time and get started on a plan.
- Use a CRM program that includes mobile optimization and can easily port personalization features over to the mobile experience.
- Make recommended products and messages large and easy to understand, with big buy buttons that are hard to miss.
- Don't expect people to sign up for many services over mobile, or provide much information about themselves. Instead, focus on recommendations based on what you already know.
3. Reaching Everywhere No Matter the Device
"Everywhere" means that the mobile consumer experience doesn't stop at mobile - and no one should expect it to. When was the last time you used an app or features on your phone that couldn't somehow sync with similar features on your laptop or desktop? Data isn't siloed like that any more, and customer journeys don't start and end on the same device.
This means that buyers now expect brands to remember their shopping carts, payment options, conversations and interactions no matter what device they are currently using. It also means that when a customer learns about a product on mobile and gets ready to hop onto a desktop computer to finish the transaction, you should help them out!
- Use vendors and services that can easily carry customer data across devices (this shouldn't be a problem these days).
- Know when to recommend people move to a larger device for more complex processes, and don't be afraid to tell them so.
- Think of ways you can make your buying experience more seamless for casual customers, the ones that may not be filling out web forms or manually saving their places in the buying process.