10 Tips for Creating a Winning Mobile Strategy
- Author:
- Adam Cahill
- Source:
-
Last week, I had the chance to attend a keynote on mobile - and even more broadly, the notion of connectedness - given by Emily Nagle Green, president and CEO of Yankee Group and author of "Anywhere."
I found myself furiously taking notes because the themes and questions that Emily shared struck me as absolutely essential for developing a winning mobile strategy.
Below are 10 of the nuggets I took away, along with my take on their implications. I hope you find this as useful as I did.
1. Mobile increases consumer expectations of connectedness. We tend to evaluate new opportunities with a tipping point mentality, asking ourselves "when is the opportunity big enough to take seriously?" The statistics already tell us that mobile has reached that point, but I loved how Emily reframed the issue away from hard facts and toward a very clear picture of the way behavior has changed as a result of the powerful computers we carry with us in our pockets and purses.
Simply put, we expect more, all the time. Instead of thinking about whether mobile is big enough, we should be thinking about what expectations we'd actually be failing to meet without a thoughtful approach to mobile in place.
2. Connectivity makes things more useful. When thinking about the expectations consumers have, start here. What useful thing could we do if we added connectivity to existing experiences? Take an inventory of all the places your brand exists and insert a connected experience wherever it adds value.
3. Presence at the point of need. Every product or service exists to serve a consumer need. Think about the time or place that the need manifests itself, and how mobile can play a helpful role. Whether it's in a store, at an airport, in the home, or anyplace else, it's a good bet that mobile could enhance the experience. What better place for the brand to exist than at the point where the need for it becomes apparent?
4. It's not a screen, it's a partner....
