As an industry, we are still defining what exactly mobile marketing can be and it will continue to play out as technology enhances, user behaviors shift and businesses adapt. One thing is for certain in our experience – that desktop, tablet and mobile customers should not always be treated the same.
The businesses that want to get a leg up need to start focusing first on understanding the context of their mobile customers experiences, use cases and environments before just pumping out content. With this approach, the creation of more informed and relevant brand and consumer content will naturally be a byproduct.
Take the example of engaging with a major retailer online. In the pre-mobile days, we would enter the search term, click on a Google Ad or search engine result, land on the brands website, browse and then bounce or convert. All while sitting in a comfy chair, typing with 10 fingers, enjoying a cup of coffee with the attention span of the pre-twitter generation on a 19-inch display. Sounds peaceful.
Today, some of that same customer base (and even more important to understand – the customers who may never even access your desktop experience) are mobile, searching for a nearby product, trying to remember what size they need and if your store has their requested item in stock before their next activity. Oh, and they are using 1 thumb on a 4-inch display, trying to move on to their next task. It’s your goal to solve their intent, quickly and easily before they move on. Sounds like an opportunity where context and relevance can help convert this customer. Not a situation where pinching and zooming or simply regurgitating desktop content may be help based on the users environment and use case. These are new(er) web engagement environments and use cases for businesses to respond to. Smart, adaptive and relevant experiences are becoming more and more important for businesses to provide.
This example, which I am sure you can relate to in one form or another, is happening globally. Your customers have expectations on mobile and they are more focused than ever on satisfying their intent quickly. Understanding the context of your users experiences on mobile will give you the opportunity to produce experiences and content which are relevant and help them achieve the task at hand.