8 things you need to know to adopt a successful mobile strategy

How so? The key barrier preventing SMEs from taking advantage of the current mobile revolution is lack of technical knowledge, with 46 per cent citing this as the main preventative factor. This was closely followed by the perceived cost of development with 36 per cent citing this as the key barrier and 35 per cent of SMEs admitting they were unsure of the overall benefits of a mobile presence to their business. 

In a bid to address the shortfall in mobile performance and empower more UK businesses with the knowledge and tools to meet the needs of their customers, AppsBuilder has launched the #GetMobileNow campaign, which consists of a host of free resources to assist businesses in the switch to mobile operations, including a free live online event with mobile key experts. During the first SME Mobile Strategies SuperSummit (21st-25th July ) top speakers including HootSuite, Facebook, SalesForce, UserTesting and many more will provide the perfect opportunity for SMEs to learn how mobile can improve their sales and operations and moreover, how lack of technical expertise needn’t be a barrier to creating a successful mobile presence.

With over 1,000 people already registered, the event shows a huge interest from SME owners and managers for how they can best increase business via mobile. It’s clearly a hot topic and with so much revenue to be made via this channel the #getmobilenow campaign has proven a hit.

Here we’ll try to analyse eight things you can do to adopt a powerful mobile strategy with little effort:

1. Geotarget your services

Mobile devices have become consumers’ favorite device to interact with businesses 24/7, from anywhere – at home, at work, or on a bus. While developing a mobile strategy, every company should focus on the customers’ mobile-specific needs and allow geotargeted services. Waze gathers crowdsourced information by its users “on the ground” to give real-time updates on traffic, accidents and gas station prices. HotelTonight offers last minute discounted rooms at quality hotels, allowing consumers to save up 70 per cent and hotels to fill last-minute rooms that would otherwise remain empty.

2. Apps vs mobile sites

Apps and mobile sites serve different purposes and they address different audiences: while mobile apps are for loyal customers who need a faster and easier way to interact with brands, mobile sites should simplify the shopping experience and provide specific on-the-go services, basic information and contact details. Developing a responsive website, with a mobile–first approach is crucial to appear in internet searches, boost visits and engage with new customers. On the other hand, mobile apps are one of the most powerful tools to increase retention, by offering exclusive benefits such as discounts, promotions and breaking news.

3. Real time social advertising

According to Flurry we spend 80 per cent of our time on apps and 20 per cent on mobile browsing. An impressive 17 per cent of our mobile actions happens within the Facebook app, and the giant social network has become the most adopted mobile browser in terms of consumer time spent. 

Robin Hamman, Social Business Strategy Lead, EMEA, FleishmanHillard has become sure about the effectiveness and efficiency of a new approach in social advertising. “We’ve recently found a lot of interest and success in an approach to paid social (eg. Advertising) that works really well for our clients,” he said. “Namely, we pair a community manager / content producer with a data analyst and a media buyer. When we see content getting organic traction (via the analytics) we reactively craft related social/display ad copy and put some media spend behind it so as to increase reach and engagement amongst similar audiences. I guess you could call it real time social advertising.”

4. Social media intelligence

Dan Spicer Head of Community EMEA at Hootsuite, has developed a deep knowledge about the current social landscape and his tips and tricks on using mobile data are crucial to improve a company’s social presence. He explains that “with 71 per cent of users accessing social media from mobile devices, understanding social and mobile user behaviour can dramatically affect your social media strategy.”

Instagram, Pinterest and other highly visual social networks may be the first touch point to brands for customers around the world. Every day, social media users produce an additional 500m tweets on Twitter, create 4.5bn more “Likes” on Facebook, and share 55m new photos on Instagram. Still more data flows from Google+, Youtube, LinkedIn, and other social networks. This translate into a great opportunity for SMEs and social media monitoring in a mobile environment is essential to turn insights into action at the right moment.

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