By 2017, it’s expected that 25 percent of all online retails transactions will be carried out through mobile devices. Even now, the number of customers making purchases on their mobile is exploding. Most of this occurs on tablets, though mobile phones also contribute a hefty number.
Simply stated, this is what makes your mobile strategy so important. Fewer consumers are spending much time in front of a computer screen. Instead, they are migrating to their mobile devices—at least when it comes to leisure time and shopping. If your site is not optimised for mobile in one way or another, then the products and services that you are marketing are simply not going to receive the attention they deserve.
Likewise, if your company does not have a clearly defined mobile strategy (i.e., a plan through which you will capture consumer contact details and convert those into bona fide sales), then you are going to end up missing out on the single biggest slice of market share.
Even so, relatively few companies have a strong and cohesive marketing strategy. Many that do have a place have been forced to throw one together hastily, due largely to the fact that data related consumers’ mobile behaviour is still evolving. Every time a new study comes out, those companies that are dedicated to operating on the cutting edge of market research are forced to update their mobile strategy.
To that end, we are going to examine three core elements of any well-thought-out mobile strategy: site design, app building and integrated payments.
Mobile Strategy – Site Design
In the past, most companies would simply create two sites—a standard site and another for mobile. The latter would be activated when the site sensed that the incoming user was accessing it from a mobile device. Those days are numbered, and many experts advise against creating two dedicated sites.
This is where responsive and adaptive design comes into play. In its purest sense, a site that redirects mobile users to an auxiliary site could be classified as responsive. However, there is a growing trend to create sites that can be presented across platforms. They respond to the pixel dimensions of an available screen and organise content accordingly.
If you run a website through a WordPress platform (as many small businesses do), then you’ll need to install a theme that responds well to a mobile environment. Studiopress is a popular theme designer with consistently high marks. See a list of their responsive WordPress themes here.
Mobile Strategy – To App or Not to App
There is currently a great deal of debate centred on whether a company needs a mobile site at all. You see, we are also seeing an increasing number of mobile users ditching their on-board browser altogether in favour of app environments. Rather than navigating to a particular website to read information or make purchases, they simply load up the app and go from there.
With that in mind, companies with well-designed apps may indeed be able to capture a greater share of consumers’ screen time. Of course, this requires plenty more in the way of development resources, and it certainly isn’t going to save the company any money. However, a well-built app offers a seamless process—capturing contact details, providing special offers and easily facilitating online payments. If your company is just getting started with a mobile strategy, you can use a free app-builder (such as Como App Maker) for a limited trial. If you like the product that it creates, there are several plans to choose from.
Mobile Strategy – Integrated Payment Tools
Major corporations across the planet are racing to build payment platforms that are fast, easy to use and totally secure. Of course, this is a sensitive area, and missteps pave the way to extreme cases of fraud and other forms of abuse. Apple’s mobile strategy is still emerging, while Google Glass now has an app (Ease) that allows users to confirm a payment (in Bitcoin) simply by nodding. Of course, some insist that capabilities like this are only going to make equipment like Glass more appealing to thieves.
In terms of payment tools, the most important consideration is how accessible and popular your payment platforms are to your buyers. If you are still looking for ideas on this front, consult this list of 26 mobile payment solutions compiled by Business News Daily.
This guest post is written by: Emma Calderon, a freelance writer at WickedWeb, one of the most reliable providers of services in digital brand engagement in the UK. They offer an extensive portfolio of brand and industry clients. If you would like to guest post at RealTimeTricks, check our guest posting guidelines.