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Three Steps to a Strong Mobile Strategy

Conquering the mobile space has become a significant priority for the most prominent Internet companies these days. Just like the Web 2.0 and online social networking paradigms changed the way we use the Internet, tech giants such as Apple and Google are allocating considerable resources to redefine their mobile strategies.

Businesses of all sizes and from all industries should strongly consider establishing a meaningful mobile presence. In order to accomplish this, they need to formulate the right strategy. The following three steps are crucial when planning a strong mobile strategy that delivers fast results and allows for future expansion.

1 — Define the Target Audience and Level of Interaction

The first step directs the company to conduct market research. This involves identifying the client and prospect segment to be targeted as well as main demographic profiles, which should include the mobile devices they use. For example, a retail business that sells musical instruments may find that their buyers and prospects are more likely to own iPhones and iPads than Android-powered devices; based on these research findings, they may wish to consider working with a developer of iOS apps.

The level of interaction is also defined by market research. Guitar shoppers, for example, would likely be interested in listening to how the instrument sounds when played by a skilled musician; to this effect, the store’s mobile app should offer audio samples.

2 — Plan for Scalability

One of the major goals of mobile app and Web development is to create solutions that can scale across devices, platforms and business requirements. Many tech analysts believe that the mobile Web will displace apps in the near future, and thus many companies are focusing on working with developers who can deliver responsive websites and adaptive design.

A strong mobile strategy should allow for scalability across current and future operating systems. Working with developers who create apps that allow for code to be reused can be a great advantage when mobile browsers and operating systems are upgraded, and also when new smartphones or tablets hit the market.

3 — Plan to Improve According to Analytics

The mobile Internet experience is bound to grow, evolve and advance at a rapid pace. Scalability does not necessarily address all potential future factors. Companies should pay close attention to their mobile analytics for the purpose of identifying possible issues as well as opportunities to improve on their strategy.

A Chinese takeout and delivery restaurant that starts with a mobile-optimized website can review analytics to decide on features that can be added to improve the experience. For example, if visitors are predominantly accessing the site from Android-powered devices, a dedicated mobile app with coupons and attractive pictures of menu items could be the next step.

In the end, business owners who choose to go mobile should adopt strategies that go beyond the old Internet paradigm of putting up company information online. The mobile experience should allow customers and prospects to explore and interact in a way that is meaningful.


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