The fact is, mobile usage is growing steadily each and every year, accounting for a larger and larger percentage of how we communicate with others, interact with brands, and shop and purchase products and services. The truth is this is the decade for mobile as we make the steady transition from our desktops and laptops to spending the majority of our time on our smartphones and tablets. Don't believe it? Take a look at my last post.
So the question is what will it take to protect our customer relationships and, more importantly, flourish in a mobile world?
A focus on the mobile experiences: make mobile design a priority - responsive design. Look at each digital channel and optimize. While websites and mobile landing pages are a given (particularly for retailers), much more is required. To create great mobile experiences, be sure to optimize email rendering to adjust to different device types as the majority of email will be viewed on a mobile device moving forward. In addition, as we move toward HD phones and tablets and Retina Display everything, the next logical approach for the web is to start increasing image resolution. While retina optimization is great for the web, it's not quite ready for primetime for email, as slower loads (especially on 3G mobile devices) and higher size images increase the risk of slow load times and spam filtering. However, keep an eye on continued advances on this front. After all, creating a better, optimized experience can and will be a core differentiator in our mobile world of the future.
Data, data, data: collect, cookie, and connect. One of the knocks on mobile has been the lack of tracking - particularly across SMS messaging. Look for many advances on this front as tracking, tagging, and tying cookies to devices and device IDs becomes increasingly prevalent. The mobile users will become increasingly known across devices and on the mobile web, making them reachable by marketers who are able to tie data and orchestrate messaging across channels. You can leverage this knowledge and tie it to the first-party data that resides in their CRM systems to create compelling and powerful experiences that drive ROI. Success here will also be guided by a brand's ability to provide increased consumer control and transparency on this front.
Relevance, convenience, and value: making interactions more relevant and transactions simple. What do consumers really want? They want to be able to make better decisions. They also appreciate and value convenience - products and solutions that make their lives easier. Building and orchestrating targeted messaging that of the persistent location signal and that can be triggered across multiple channels will be paramount. Combining and/or surrounding that messaging with rich content environments, platforms, and technology solutions like proprietary apps, Passbook offers, and digital wallets that facilitate transactions quickly and easily will distinguish winning brands in the next decade. Look for increasing investments in these areas as brands look to further differentiate themselves in the years to come. If you're not investing time here in building or striking partnerships with the relationship marketing companies capable of supporting this functionality, it's time to get started.