Partner Article

Business must embrace the mobile revolution

In today’s multiscreen world, mobile has become the most important medium for consumers and businesses alike.

Mobile is the first screen we reach for at the beginning of the day, the last we often look at before we go to sleep and the one boasting the highest volume of use throughout the day, as most of us use our mobiles in the office. Nearly 70% of employees who own a smartphone or tablet choose to use it to access data, according to research firm Ovum.

For success in the modern business world, mobile and the acknowledgement of its importance as a business tool must become one of the most integral components of a business growth strategy.

When it comes to promoting your brand, business or service, planning, creating and delivering usable, compelling content for mobile campaigns is business critical to success.

The trend towards developing specific mobile platforms has been growing over the past few years, but we are at a point where marketers shouldn’t just think about mobile users, they should prioritise them as key drivers of success.

Smartphone penetration in the UK is continuing to climb. Over half of the UK population (51%) owns a smartphone; by 2016, that number is projected to rise to 41.9m – that’s almost two-thirds of the entire population. On a global level, the most recent BuzzCity global report (report.buzzcity.com) found that mobile surfing activity had grown by almost a third (27%) compared to 2012.

Below are some of the key strategies to consider when planning your Mobile First campaign.

Ease of use – make it as easy as possible for time poor consumers to find information, browse and discover products, and make purchases (securely). Those that can deliver successfully this can expect to see higher sales, a more loyal and engaged customer base, and greater levels of repeat purchases.

Tailor the content for a short-term browser - The in-app or in-site search tools should be fluid, precise, quick, and user-friendly in order to maximise on “short-term content”. In other words, if a user searching specifically on mobile is unable to do via the brand app or site, potential revenue is lost.

Intuitive, impactful design - to increase performance and drive user engagement; think like the mobile user and how they want to see things. Be clear and creative.

Reward Loyalty – Introduce schemes to keep the customer coming back. This is a proven way of boosting profits and retaining clients. These can vary from promotions and discounts to a simple online loyalty scheme. In addition, the data generated by a loyalty scheme can offer invaluable customer insights.

With these strategies in place, and continued acknowledgement of the ever changing, and growing demographic within the mobile landscape, connected businesses can successfully increase their presence, grow their customers and boost profits.

Article written by Dr KF Lai, CEO, BuzzCity

This was posted in Bdaily's Members' News section by BuzzCity .