4 Reasons Your Mobile Channel is Falling Behind + How to Get Back on Track

Let’s cut to the chase. Mobile is moving faster than most of us can keep up. Consumers are in the driver’s seat and becoming increasingly demanding about how they can access your content—and the experience than comes with it. Identify if you’re falling behind and get moving on some new campaigns, or suffer the consequences.

1. You’re not evolving.
Nearly 79% of big e-Commerce businesses do not even have a mobile optimized site, let alone a bigger integrated, in-the-moment mobile strategy. And the longer they continue to ignore it, the more they’ll fall behind.

If this sounds like you, it’s quite possible you’ll first have to reorganize your thinking around mobile; because the goal should be to build your business and brand, not just have a mobile offering. So gaining a deep understanding of the consumer and prioritizing the mobile strategy from there is crucial to your success.

Knowing what your mobile consumers want from your brand when on-the-go: coupons, show-rooming, education, payments, locators, information, etc. Last, understanding the most important tasks and information the customer will need during that interaction, so that you can prioritize effectively.

2. You’re not designing with the consumer in mind.
The chances that you are making your mobile experiences too difficult and confusing are pretty high. After all, it’s easy to get wrapped up in your own world and simply think about the next “big idea,” offer or initiative and the end result you desire (leads, sales, engagement and so on) — and inherently forget about the consumer experience.

More of us simply need to take our smartphones and/or tablets, and go spend an afternoon experiencing different campaigns, paths and experiences. You’ll easily find what makes you cringe and what makes you smile.

It’s important to remember that mobile consumers are impulse-driven and on-the-go. An easy check-out, download or search experience is vital to the success of your campaign. Multiple steps, slow downloading or non-intuitive experiences are one of the biggest factors to low mobile conversion rates. One or two clicks should suffice for a consumer to discover their desired content. Don’t try to be everything to everyone — get smart about your mobile offers in addition to the way they are presented.

3. You’re ignoring their time and place.
We all know that the smartphone rarely leaves our sides. We take to it work. We take it shopping. We take it to bed. And some of us even take it to the bathroom. Whatever the location may be, it’s important that we’re striking the right chord, with the right content, at the right time. Otherwise, you might as well flush those mobile dollars right down the proverbial toilet.

Mobile GPS has given marketers the gift to integrate timely location-based functionality in nearly every thing we do. Think carefully about your mobile offers and content before you blast them out. Are you taking advantage of a local natural disaster as a way to offer a relevant experience that can help users stock up on needed supplies? The point is, use location-based mobile technology to give consumers what they want and need.

4. Your metrics and measurement are out of date.
Not only has the speed of technology caused us to fall behind in what we offer, but has inherently caused some of us to launch misinformed, or under-informed campaigns, without any real thought around what metrics we should be achieving or could achieve. The problem lies therein — if we don’t know what exactly we want to measure, or what is deemed a “true success,” adopting expensive mobile technology could be a huge waste of money.

If mobile marketing is really going to succeed, we have to stop defining failure as success. For example, typical mobile coupon redemption rates were in the 2% to 5% range a few years back. Today, success is more like 35% to 55 percent. We have to know what to measure and how to measure in order to move forward and build upon our success — and failures.

If you are viewing mobile as just another channel to push messaging to consumers, you could be making it nearly impossible to develop lasting, engaging relationships with them. It’s about delivering relevant value to the consumer’s most personal device. Mobile might be moving at lightening speed, but keeping up is always better than falling behind.