Tobias Busch
17 Aug 2017, 09:58 AM
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Chapters 4 › Mobile, mobile, mobile: Mobile, mobile, mobile View instructions Hide instructions

Mobile, mobile, mobile

CHOOSE ONE OUT OF TWO OPTIONS ...

OPTION 1: It´s time to .... review your mobile strategy
Please take a closer look at your mobile communication strategy addressing potential and current customers. Ask yourself questions such as:

  • Do you have a comprehensive understanding of the role mobile touchpoints play in your customer´s journey?
  • Are you certain that you utilize tools to track your mobile touchpoints?
  • Do you know your conversion rates on mobile vs. desktop devices? Do you notice a difference among these channels? Do you understand how or why these differences occur?
  • If you are a retailer: How important is mobile commerce currently for you? If it is not particularly important, is that because you are not adapted to mobile yet or because your customers still prefer to use other channels?
  • Is your email template mobile optimized? Do your mobile openers behave differently than desktop users? If yes, how so?
    • Is your website technically adapted, as well as optimized for mobile use cases?
    • If you had to rank the "mobile fitness" of your marketing communication strategy, how would you evaluate yourself? (expert, advanced, medium, beginner, laggard)
  • If you are convinced that your strategy needs improvement: Are you currently working on potential improvements?
  • If not, what is holding you back?
  • If you are working on "mobile focussed" projects, such as the development of an app, do you know WHY (really know WHY) you are working on them?

PS: B2B marketers tend to underestimate mobile more frequently than their B2C counterparts. In case you are a B2B marketer and you are still not completely convinced, here you go.

OPTION 2: Evaluate your mobile behavior as a consumer
We would like you to look at your individual behavior using your mobile devices. Aks yourself:

  • Do you use search engines on mobile devices differently than on desktop?
  • If you open a website on a mobile device, do you have a different usage than on desktop (e.g. you want to call a restaurant to check whether they have seats available and you want to quickly find their phone number)
  • How receptive are you to marketing messages on your mobile? Are there any differences to marketing messages received on desktop?
  • Do you notice sponsored posts on Facebook? Are they generally relevant to you or do you feel bothered by them?
  • Do you often see mobile interstitials? Are they relevant to you in general or do you feel bothered?
  • How often do you buy something through a mobile device? Is there any difference in usage if you buy through 1.) a platform you often turn to (such as Amazon or Baidu) or 2.) a new shop?
  • Can you think of companies that do a great job regarding mobile marketing (in terms of advertising, user experience, location based messaging etc.)
  • How would you rate the of "maturity of mobile marketing" in your country (which is it? : )) in general (expert, advanced, medium, beginner, laggard)?

Chapter 4: My mobile behavior as a consumer

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Generally, i use mobile search in the same way as i use it on desktop. When I thought about the difference in the usage of the found content, i realized, that i use my mobile device in more "hands-on"- terms (calling the restaurant directly via phone, finding the location of a certain store, when i am nearby and so on). On desktop, i am searching for some sort of deeper information (for example the menu of the restaurant).

I'm not quite receptive to marketing massages on both devices, because i tend to always be well-informed about the the products i want to purchase. Seldom I clicked on an app and directly purchased a product. And this goes for mobile and desktop. In terms of awareness, i can not remember really. One of the websites i frequently visit uses a lot of interstitials and that annoys me. But because the website has interesting content, i tend to check for it on a daily basis nevertheless.

When i buy stuff on the internet, most times i tend to use a desktop device. I usually do my purchases when I am at home, because that is a much more relaxed context for me to make my buyers decision. But big brands like Amazon or Zalando have a user-friendly mobile app and i am a frequent customer of their services, so i often tend to do purchases in their shops on mobile too. Generally in Germany, the big companies have well thought out e-commerce solutions for mobile devices, but the majority of companies, especially B2B, are not there yet.

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