Schurq

5 tips for a successful mobile strategy

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Reading time minutes
By Patrick Schokker

Mobile has already influenced the search behavior of your target audience(read more about this in our previous blog), but mobile is also causing you to have to adapt your marketing strategy. The increase in mobile usage has rewritten the rules and redefined the meaning of an effective marketing strategy. Therefore, it is time to optimize your mobile strategy.

As a marketer, you now have the ability to give people directly what they need at that exact moment. The fact that companies are living up to this ensures that consumer expectations are higher now than ever.

You are now competing not with the best experience within your industry, but with the best experience the consumer has ever had. 

So the competition is enormous.

For this reason, the speed of your Web site or service is also such a critical factor. The maximum speed is getting slower and slower. A few years ago your website might have been allowed to take 10 seconds to load, now everything has to load within seconds.

In the new era: "Age of Assistance," brands need to deliver fast and hassle-free mobile website experiences.

Optimize mobile strategy

There are four ways researched by Google that allow you as a marketer to get ahead of your competitors and meet the needs of your target audience. We explain the four ways that make for a successful mobile strategy:

Mobile strategy 4 points

1. Put the consumer first, not the technology

Providing a great user experience is challenging. Especially if the business is struggling with how and when to experiment with new technologies. But rather use an approach where you put the consumer first rather than the technology. Try to empathize with the experience you would want as a consumer and work/build toward that with technology.

You probably don't want to encounter a desktop website on your mobile, but a website that is completely optimized for mobile. At Schurq, we always make sure that the websites we deliver are also suitable for a hassle-free experience on mobile.

Research shows that consumers have three requirements for your business:

- "Help me faster"
- "Know me better"
- "Make sure I experience a wow effect everywhere"

Marketers who invest in these three requirements will create unforgettable experiences and will win the hearts and ultimately dollars of many users.

2. Use every moment to work on your brand

Speed certainly leads to high customer satisfaction on mobile devices. But that's not the only thing. Consumers are not satisfied until they have a "wow" experience. A "neutral" experience can even make for a negative experience. People are spending more and more time on their phones, so their expectations for personalized experiences are also rising.

Every moment consumers are on their phones, you have the opportunity to leave a memorable impression. People interact with brands twice as much on mobile devices than elsewhere such as through the TV or in a store. Take advantage of this! Because every time consumers have a good experience with a brand, the bar is raised for other brands.

After all, consumers then expect that same good experience from everyone. If your brand does not achieve this, it can have a lasting (negative) effect on your brand image. So it is important that you use every moment to work on your brand so that you leave only great impressions.

3. Dissect the customer journey

Thanks to mobile, we know that people today are more curious, demanding and impatient than ever. But creating a perfect mobile strategy that meets this is not easy.

The important thing is that the customer journey is as simple and clear as possible. If your target audience has to go through 25 steps to get what they want, you will lose them very quickly. Take a critical look at your customer journey and break it down to the minimum necessary steps with a maximum of 5 steps. Especially on mobile, it should be as short as possible. In each step, try to eliminate possible friction.

Read in this blog How to create a customer journey.

Domino's Pizza has even decomposed their customer journey into just 1 step with the one click app: read here more about how Domino's tackled this.

4. Embrace "customer lifetime value."

App marketers and developers are using machine learning to break traditional business models and redefine categories. Which is very smart because research shows that 80% of app users uninstall an app within three months. How can you avoid this as a marketer? CLV: customer lifetime value is a start.

CLV measures the value of all interactions a customer has with a brand over time, not a single transaction. With a strong focus on CLV, your organization can attract more customers and drive ongoing engagement.

If a customer makes a one-time purchase of €500 and a recurring customer makes a purchase of x amount every month. Is the recurring customer more valuable than the one-time customer who makes a purchase for a high amount.

Leading marketers have reported that their business results have increased by 10% thanks to CLV. They now use CLV to measure how effective their marketing is.

Additional tip #5. Invest in mobile advertising

Within overall spending on advertising, mobile advertising is becoming increasingly dominant. And new studies show that the shift from desktop advertising to mobile advertising is actually definitive. Indeed, 40 percent of total online advertising spending is already spent on search, display and video advertising on mobile devices. The online world is going mobile, and advertising needs to keep up.

Adopt new mobile strategy

Let's say up front that you need to adjust your mobile marketing strategy if it does not yet meet the three consumer demands:

- "Help me faster"
- "Know me better"
- "Make sure I experience a wow effect everywhere"

With the above five tips, we hope to have given you enough information on what your mobile strategy should consist of. Having trouble implementing it? Then our specialists will be happy to support you!

Get in touch!

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Patrick Schokker
Patrick Schokker

About this schurq

General Manager

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