Harnessing the Mobile Web: Three Strategy ConsiderationsKnotice has produced an elegantwhitepaper detailing how you can harness the power of the mobile Web. "Over the next decade, the mobile Web will be a key conduit for your customer relationships, and foundational to your overall mobile strategy," the introduction notes. The key for businesses? Using the mobile Web in a "purposeful and relevant manner" to better serve customers.
Here are three of Knotice's suggested strategy considerations for preparing a mobile initiative.
Choose the right connectors.The best "connector" (i.e., the method by which you actually engage the user in your mobile campaign [via text, Foursquare, etc.]) can depend on demographics, context, media, cost, reach, adoption rate—even the customer lifecycle. Today's mainstream mobile connectors include 2D (QR) barcodes and SMS. Consider their differences to find your best fit:
Be personable but brief. A mobile customer is on the go. His time is limited. Her handheld may be slow to load and equipped with a small screen. Provide valuable information that can satisfy customer needs in an instant. Focus on functionality, engagement and clarity.
The Byte: Put yourself in their mobile shoes. When building a mobile approach, consider what you would want as a user and go from there.
republished from MarketingProfs
Here are three of Knotice's suggested strategy considerations for preparing a mobile initiative.
Choose the right connectors.The best "connector" (i.e., the method by which you actually engage the user in your mobile campaign [via text, Foursquare, etc.]) can depend on demographics, context, media, cost, reach, adoption rate—even the customer lifecycle. Today's mainstream mobile connectors include 2D (QR) barcodes and SMS. Consider their differences to find your best fit:
- SMS is the most understood, but is costly to scale and may require carrier approval, depending on the interaction you want to initiate.
- QR codes are growing in popularity and can yield multiple types of responses (sending a text, prompting a file download, downloading contact information). You can put codes on print ads or products. And there are no carrier fees!
Be personable but brief. A mobile customer is on the go. His time is limited. Her handheld may be slow to load and equipped with a small screen. Provide valuable information that can satisfy customer needs in an instant. Focus on functionality, engagement and clarity.
The Byte: Put yourself in their mobile shoes. When building a mobile approach, consider what you would want as a user and go from there.
republished from MarketingProfs
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