6 ways to a better mobile strategy


Whether your business wants to engage with more customers or you’re looking to improve operational efficiency, the way you use mobile technology can have a huge impact. Jumping on the mobile bandwagon just because everyone else is doing it won’t get you the best results. You need to be strategic.

business woman on the phone

According to surveys, Australia remains one of the leading global adopters of the smartphone and having a good strategy to capitalise on this fact can give you an edge over your competitors. Here are 6 ways to get started:

1. Start with the problem first

The first step to a more strategic approach is to consider what you’re trying to achieve. Or, more to the point, what your customers are trying to achieve. Then think about how mobile technology can help them to achieve it. If it’s not a problem that suits a mobile solution, use another solution.

2. Do more than optimise for mobile

Yes, your website needs to be optimised for mobile devices. You’d be daft not to. Your customers and employees are already thinking ‘mobile first.’ Consumers are increasingly using mobile devices to research and shop online. More than a third of mobile users will abandon a website if it’s not mobile-ready. If you have a website (and you should), your website must be optimised for mobile. That’s a given—but it’s not a complete mobile strategy.

Expert’s Tip: Don’t just create a mobile site for your business— create it, test it and optimise it. If you have an ecommerce site, test variations and improve it using the available analytics. There is a lot of untapped revenue in a mobile site just like a regular site.

3. Look for solutions that fit the problem

Responsive websites, customised mobile apps, and offline solutions; each can have a role to play in engaging with your customers. A good strategist will determine the best solution for the problem. For example, if you run a vineyard that is visited by weekend tourists, they’re unlikely to download an app to use for two days a year. In this instance, a responsive website is more appropriate. Another solution would be to create an app that has longer-term appeal, such as one that matches wines with meals. Customers who downloaded this longer term app would be reminded of your brand no matter where they are located when they use it.

4. Think fast

Modern technology is making us all less patient. For the younger generation particularly, waiting a few seconds for a page to load or a phone to be answered can be intolerable. Customers expect to get the information they need and the experiences they want, right now. Mobile apps and live streaming have eradicated the wait for a date, a taxi, and the hottest TV shows. Your strategy should think about how you can cut waiting times for your customers. That could mean the time spent waiting for your product to arrive at their door, or it could mean creating an app so that your dental surgery patients can book their appointments themselves, and not have to wait on hold or for business hours to make a booking with you.

5. Take a multi-faceted approach

Your mobile strategy should be an integrated part of the customer journey. An important consideration is whether there should be more than one way for customers to interact with your business. For example, I might be happy to track a parcel on my smartwatch, but I’d much prefer to watch instructional videos on my mobile phone, tablet or WiFi enabled TV set. Taking a multi-faceted approach that considers the best medium for the consumer will get you the best results and the biggest reach.

6. Review, refresh, reconsider

The pace of technology is astonishing. Having a mobile strategy is a great start. The next step is to make sure it stays relevant to your business, to your customers, and to technology itself. Build in time to review your strategy regularly so that it doesn’t become outdated. It’s a good idea to ask a tech expert whether your strategy is up to date with current trends.

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