Top 5 Objectives for Investing in Mobile Web – Increase Engagement

February 16th, 2012 by

Tips and How-to’s

It’s all too clear these days that a mobile optimized website is no longer a “want”, but a “need” for companies big and small. Last week, we introduced you to a set of statistics that outlined the top 5 objectives companies have while investing in mobile. Over half of the surveyed respondents included increasing customer engagement in their answers, making it the most common objective…not entirely surprising.

A marketer’s job is to increase, and maximize, their brands’ relationship with the customer — that’s Marketing 101. Mobile devices provide an always-on, always-connected channel to foster this relationship. Those that aren’t utilizing this powerful device are missing out on engaging with their customers in today’s hyper-connected consumer landscape.

Our blog is no stranger to covering mobile engagement. In the past, we’ve made the case that mobile web is the central touchpoint for mobile engagement, offered 5 guidelines  to successful user engagement via mobile, and showed how  mobile web helps build on existing customer relationships. Today’s article takes a look at a few best practices for proper mobile engagement.

Learn and analyze

Although i’ts listed first, marketers should constantly be learning and analyzing throughout their mobile strategy rollout. Other than age, gender, location and typical segmentation approaches, look at learning mobile specific qualities. Utilizing information gleaned from mobile-specific performance indicators will provide a better understanding of your mobile customers, their usage patterns and behavior. What types of devices are your customers using? What are they looking for when they are on your mobile site? Do they want to read reviews, make a purchase, find some contact information or possibly all three?  Where in their decision-making process do they choose to visit your mobile site? Don’t be surprised if their mobile usage patterns are different from their online experience at-home.

There is plenty to learn, and the more knowledge you have, the better decision-making ability you will have moving forward.

Offer content relevant to the mobile use case

After learning what your customers are all about, make sure you are giving them the right message and offering the right content. For example, if they are looking for product info, make sure it’s easy to find.  If they are looking to make a purchase, make buying easy and accessible. Might seem obvious, right? But many mobile consumers are still being presented with bare bones mobile sites that don’t include the type of information and services they are seeking. While some mobile sites are overly simplistic, others still serve their desktop web content and features, asking their users to pinch and zoom on a screen that is one tenth the size. No wonder these frustrating experiences force consumers to abandon their favorite brands for their competitors who took the time to bring their mobile web experience up to par.

Create value

This goes back to learning your mobile customer, but driving strong engagement relies on determining what is of most value to your consumer. It’s consumer nature to be drawn to the perception of value. Whether it’s quick and easy mobile access to the information they’re looking for or an exclusive coupon — customers are more likely to come and engage if they see value and reason to do so.

Revise, revise, revise

This last bullet is possibly the most important and has the potential to be the sole determining factor of your mobile engagement success. It is imperative to review how your mobile web programs and campaigns worked to increase engagement. If they didn’t meet expectations, don’t fret. Look back at where the engagement broke off — did you bury the important information beneath too many clicks or offer too many call to actions on the main screen? Or perhaps, you included plenty of product information with enticing images, but not the option to buy? Engagement roadblocks are not very hard to spot, so fix them as soon as you can.

And don’t forget about making budgetary revisions, as well. Determining where your resources (time, money, etc) are most effective in the mobile engagement process will allow for a greater return.

There you have it, 4 best practice steps to getting the most out of your mobile web engagement strategy. Today’s consumers expect an engaging and relevant experience optimized for their phones. As such, cracking the engagement puzzle is key to making your mobile investments pay off.  Are you on the right track?

Stay tuned for our next entry covering items two and three on the list of top 5 reasons companies invest in mobile web: increasing satisfaction and appearing innovative.

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6 Responses to “Top 5 Objectives for Investing in Mobile Web – Increase Engagement”

  1. [...] Objectives for Investing in Mobile Web. We previously covered best practices for the top objective, increasing engagement, and today’s post focuses on increasing customer [...]

  2. [...] third entry in our series of Top 5 Objectives for Investing in Mobile Web. We previously covered increasing engagement and customer [...]

  3. [...] 1. Increase Engagement 2. Increase Satisfaction 3. Appear Innovative 4. Build Loyalty 5. Generate Direct Revenue [...]

  4. [...] fourth entry in our series of Top 5 Objectives for Investing in Mobile Web. We previously covered increasing engagement, customer satisfaction and appearing [...]

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  6. [...] reach their customers using the mobile channel are presented with new challenges and opportunities. One of the key challenges is optimizing an existing web-based offering for the mobile web. While it is important for a brand [...]