Digital Marketing – Strategies & Channels

Chapters 4 › Unit 4: Mobile, mobile, mobile View instructions Hide instructions

Mobile, mobile, mobile


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)?

Mobile behavior as a consumer


Mobile right now is the device I use the most when going online, its clear that when I use my mobile I look forward to find a friendly web site where I can find the information Im looking for easily and more quickly than when I go and use my desktop, considering I usually use my mobile in short intervals of time when I need to buy something inmediatly simply because the need pop-up or because I just remembered I had to do something at that time.
in the same way as is clear for me that I need the information quickly, the messages posted on mobile devices, ads, should be short and straight to the point, also if they are not relevant for me I simply skip them. Instagram for example does a great job in showing relevant content for me, and also it matches with my location making most of the messages useful. Althougn there are brands and platforms with good practices, at my country most of the brands do not have good mobile versions of their sites , so when going on line on my phone I get to spend a lot of time trying to complete a task, mobile is not really developed thats why its mandatory to go on laptops.

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