Transitioning your business into the mobile realm isnt easy. There are countless factors to consider that can make or break your endeavor. And about the only thing thats certain is that not having a mobile presences is no longer an option. If you want to succeed in this brave new world of business, engaging customers through their mobile device is critical.
Smartphone users are now the majority the world over and mobile devices are often the first touch point a customer will have with your brand. But building an app blindly isnt the answer. Having the right strategy is essential to not only gaining market share and revenue, but also curbing wasted money on campaigns with little ROI.
Speaking as a panelist at MobileBeat 2013, Kontagent President and Chief Science Officer Josh Williams gave his thoughts on how to gauge your mobile businesss effectiveness. He also gave tips on how to successfully make the leap from Web to mobile.
Here are some key takeaways from his panel session:
- You must measure customer value differently in mobile. With the Web, the focus was on near-term conversion. But in mobile, conversion is only one aspect of value. The people your users refer to your app are just as important.
- Dont inundate your mobile website with too many pop-up ads promoting your app. Obviously, a dedicated app will always offer a better customer experience than anything you could build for the mobile Web. But while its important to get your customers to start using your app, pushing it too hard can turn them off. Its more important to win them over slowly.
- Build a great mobile website and dont just shrink your website. Creating a successful mobile presence means making it easily accessible on all fronts, not just on your app. This is especially true if youre new to mobile.
- In mobile, almost every time is prime time. Unlike with television and other traditional consumer touch points, in mobile people are on their devices day and night.
And be sure to check out the video below for highlights from Joshs MobileBeat 2013 panel.