Mobile is now imperative. However the question that many are still unable to answer is: “How do I operationalize it for my business?” While most CMOs are taking up mobile, there is still a gap between knowing versus doing. A recent IBM report showed that while marketing leaders recognize the urgency of mobile, only two-thirds have a strong understanding of the mobile user experience.
In this post, you will get to learn about strategies, examples of leaders getting it right when it comes to mobile, and a prescriptive list of guidelines and actions to help you win in mobile.
How Mobile Changes the Value Proposition
The mobile consumer is now a real part of any business more than at any other time in history. Smartphone adoption in the U.S. has nearly doubled from just 36% in 2012 to a whopping 61% in 2013. Consumers are using these devices at home, at work, and on a bus, essentially allowing them to interact with business from anywhere, 24/7. Companies and entire industries are getting disrupted while marketers are getting new ways of connecting with consumers.
A recent Nielsen study estimated that 68% of mobile searches actually occur at home where there are other larger screen devices readily available
What are some of the companies that are embracing this new always-on culture and succeeding?
Waze – Boasting over 48 million users and growing 2x year over year, Waze helps save drivers time and money through a crowdsourcing approach. Users provide information on traffic accidents and gas prices.
Uber – Allows you to book an on-demand private driver while allowing you to pay via your phone quickly and seamlessly.
HotelTonight – Available in all markets across the U.S., the app offers last-minute deals, with up to 70% discounts, on hotel rooms.
Postmates – Delivering breakfast, lunch, dinner, office supplies, gifts and more right to your doorstep, often in less than an hour, the service operates 16-hour days, 7 days a week. Simply choose from among 20,000 found in over three thousand stores and order using either a mobile phone or a tablet.
Scoutmob – Using location as a signal to display deals, this app connect people with local deals for food and happenings around their city. Users also get to filter deals based on location, type of cuisine, top rated, and most popular deals.
Grubhub – Connects users with delivery and take out restaurants across their city. You simply place an order and pay seamlessly via your phone. After every few orders, you also get a chance to score free food and drinks.
Runkeeper – With over 14 million users, this app keeps track of user workouts while allowing them to get detailed information on pace, distance, time, and route for any given run. Runners also set goals and measure progress over time while sharing photos, activities, and achievements on various social networks.
MyFitnessPal – This mobile and online calorie tracker includes a vast database of two million foods and restaurant items to hep users find a match for what they’re eating. A two-way sync allows the app to be up-to-date regardless of the platform.
Caring deeply about your consumers’ mobile needs can also help you deliver the right experience as the examples below show:
Home Depot – Users can access real-time store inventory and pricing details from the app with the ability to buy and pick up in store which saves customers valuable time.
Delta Airlines - The airline offers a multi-screen experience that takes into consideration a customer’s journey from planning to booking, to check-in, to the flight, to arrival. While the mobile app doubles as a boarding pass, he tablet app allows the downloading of content for a flight that includes more about the user’s destination, learn and discover new destinations among other things. Airport kiosks have even been redesigned to integrate the apps’ design to make check-in faster.
Chase – Voted by Forrester Research as the #1 mobile app globally for banking functionality, the Chase mobile app allows customers to view balances and transactions, manage credit cards, pay bills, find local branches and ATMS, and even allow users to deposit checks. Customers receive real-time alerts as to the status of their account and they are notified of any changes to the account.
State Farm – The State Farm app allows customers to find an agent, submit a claim, make bank transfers and deposits among other things. Non-customers are not left out and have the ability to document an accident or locate a rental car.
Identify what mobile consumers need the most when they interact with your business. Focus your value proposition around those essential, mobile-centric use cases.
Remaining Top of Mind
Even before your potential customers are considering a service or a product like yours, you can actually influence that decision making process when it finally arrives by becoming a trusted go-to source. Corcoran Group in New York City does this beautifully by offering local guides for anyone visiting or living in New York. The real-estate brokerage firm has built a comprehensive database of local tips and recommendations that offers insider tips, restaurant recommendations, and video interviews.
According to Matthew Shadbolt, the company’s Director of Interactive Product and Marketing, “If we can be relevant and helpful, insightful, and most of all, fun even before people are seriously looking for a new home, what happens is that we get disproportionate mindshare by the time they are ready to rent or buy.”
Mobile has made local possible by allowing users to search for information when and where they need it. Whether they are looking for a home, searching for a restaurant, shop or school nearby, or while driving, making both the discovery and the research process better from the start to finish should be the goal of any business.
Corcoran also employs very targeted mobile ads that leverage proximity and time of day to get people into open houses. If, for example, there is a potential client on 23rd Street in a coffee shop, Corcoran is able to reach out to her and tell her there is an open house listing three blocks away that starts in 30 minutes. These ads are hyperlocal and time-targeted and are intended to get people to take action in the moment. According to Shadbolt, In New York’s competitive real estate market, an apartment can go on and off the market in 45 minutes. This means access to real-time information is crucial.”
Here are some stats to think about:
4. 48% called a store.
5. 29%made a purchase in-store and did so quickly.
6. 80% of mobile search triggered store visits happen within 5 hours of initial search.
7. 85% of mobile search triggered calls to stores happen within 5 hours of initial search.
Guidelines for Creating Mobile Apps
- Offer users entertainment, utility, or both
- Design your app for the largest mobile platforms
- Consider developing ‘hybrid’ apps that work across smartphones and tablets
- Build a “made-for-app” experience; don’t port your mobile website into an app
- Promote your app to grow your user base
- Think past the install