Ten factors for a successful mobile strategy in 2017
Editorial
-
January 11, 2017
"Ten years ago, as part of the already rapid development of the Internet, the iPhone heralded the most radical change in behavior to date - the so-called mobile shift away from desktop to mobile," explains Mark Wächter (MWC.mobi), Chairman of the Mobile Focus Group at BVDW. "Shopping, surfing, checking e-mails or banking via smartphone are now taken for granted. In a world in which the Internet is used primarily on the move, a contemporary mobile strategy is needed." To this end, the Mobile focus group has summarized the ten most important recommendations:1. the time is ripe for the Chief Mobile OfficerMastering the mobile tsunami has become one of the biggest and, above all, most urgent management tasks in the past ten years. The entire corporate presence on the Internet must be geared to the mobile medium and a mobile-ready enterprise must be established. The Chief Mobile Officer is responsible for this holistic mobile strategy.2.2. mobile projects are always change projectsThe impact of integrating a mobile solution into a company never stops at the boundary of a department or division. Companies must view every mobile project as a change project and identify potentials as well as side effects. Internal resistance can jeopardize success. The mobile device is the cockpit in the digital transformation, so every mobile project is also a transformation project.3. mobile is first and foremost a service toolThe smartphone is the most personal of all end devices and therefore a highly sought-after device for brands. But a creative idea alone is not enough. It's the service that counts. Companies must make their business model mobile-ready. Mobile services must make life easier, save time and be convincing.4. the smartphone is the control center of the target groupThe mobile device is not only the first point of access to information anytime and anywhere, but also the very personal control center in the increasingly networked lives of your customers. Those who offer their target group genuine added value in connection with the corresponding products and services will end up permanently in the "relevant set" of their customers. On this basis, precisely tailored offers can be generated in the context of time, place, and preference.5. develop a mobile-centric marketing strategyThe fundamental understanding and comprehension of the mobile usage situation are the maxims for any form of mobile optimization, which is essential today. Companies need to rethink their entire information architecture - starting from the context the customer is in, their needs at that moment, and the role the ever-present mobile screen plays at the moment of truth. Mobile is the first screen - period.6. websites without mobile optimization are penalizedWebsites must be mobile-optimized in order not to be at a disadvantage in search engine rankings compared to competitors. Since this is by far not yet the case across the board, a responsive - or even better a made-for-mobile web design - can currently even offer a competitive advantage. Those who miss out on this development now will find it enormously difficult to catch up again.7. address the target group in a data-based manner at the decisive "mobile momentWhether it's for finding a restaurant, comparing prices or passing the time at the bus stop, the smartphone is always at hand and accompanies society throughout everyday life. On average, everyone reaches for their mobile device about 150 times a day. If you succeed in addressing your target group with the right message at the decisive moment, you can provide them with real added value and showcase your brand impressively. The basis for this is detailed and accurate data on target groups and their context.8. mobile Programmatic enables target group addressing in real timeDue to the short and targeted usage, it is more important than ever on the smartphone to address the right target group at the decisive moment. The use of programmatic platforms in conjunction with target group and contextual data offers excellent opportunities here and thus the perfect environment for performance and branding advertising.9. design apps from the user's point of viewIn the catacombs of the app stores with their several million offers, the majority of applications mutate into so-called app zombies that simply cannot be found. Apps must not only be marketed specifically as a brand component, product, and channel, but must also be absolutely convincing, especially in the first moment of use - the so-called on-boarding. That's why apps must be designed from the user's point of view so that they are easy and intuitive to use for homo mobilis. Satisfying a central need excellently is the top maxim in app design.10. permanent analysis and optimization of the most important key figuresMobile activities must be embedded in the overall strategy in the same way as all digital product developments in the company. In order to verify this, targeted market monitoring is just as important as real tracking. Quantifiable and verifiable goals help to evaluate success on a regular basis. Many a "hyped" app quickly goes from "star" to "poor dog" under the magnifying glass.
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"Ten years ago, as part of the already rapid development of the Internet, the iPhone heralded the most radical change in behavior to date - the so-called mobile shift away from desktop to mobile," explains Mark Wächter (MWC.mobi), Chairman of the Mobile Focus Group at BVDW. "Shopping, surfing, checking e-mails or banking via smartphone are now taken for granted. In a world in which the Internet is used primarily on the move, a contemporary mobile strategy is needed." To this end, the Mobile focus group has summarized the ten most important recommendations:1. the time is ripe for the Chief Mobile OfficerMastering the mobile tsunami has become one of the biggest and, above all, most urgent management tasks in the past ten years. The entire corporate presence on the Internet must be geared to the mobile medium and a mobile-ready enterprise must be established. The Chief Mobile Officer is responsible for this holistic mobile strategy.2.2. mobile projects are always change projectsThe impact of integrating a mobile solution into a company never stops at the boundary of a department or division. Companies must view every mobile project as a change project and identify potentials as well as side effects. Internal resistance can jeopardize success. The mobile device is the cockpit in the digital transformation, so every mobile project is also a transformation project.3. mobile is first and foremost a service toolThe smartphone is the most personal of all end devices and therefore a highly sought-after device for brands. But a creative idea alone is not enough. It's the service that counts. Companies must make their business model mobile-ready. Mobile services must make life easier, save time and be convincing.4. the smartphone is the control center of the target groupThe mobile device is not only the first point of access to information anytime and anywhere, but also the very personal control center in the increasingly networked lives of your customers. Those who offer their target group genuine added value in connection with the corresponding products and services will end up permanently in the "relevant set" of their customers. On this basis, precisely tailored offers can be generated in the context of time, place, and preference.5. develop a mobile-centric marketing strategyThe fundamental understanding and comprehension of the mobile usage situation are the maxims for any form of mobile optimization, which is essential today. Companies need to rethink their entire information architecture - starting from the context the customer is in, their needs at that moment, and the role the ever-present mobile screen plays at the moment of truth. Mobile is the first screen - period.6. websites without mobile optimization are penalizedWebsites must be mobile-optimized in order not to be at a disadvantage in search engine rankings compared to competitors. Since this is by far not yet the case across the board, a responsive - or even better a made-for-mobile web design - can currently even offer a competitive advantage. Those who miss out on this development now will find it enormously difficult to catch up again.7. address the target group in a data-based manner at the decisive "mobile momentWhether it's for finding a restaurant, comparing prices or passing the time at the bus stop, the smartphone is always at hand and accompanies society throughout everyday life. On average, everyone reaches for their mobile device about 150 times a day. If you succeed in addressing your target group with the right message at the decisive moment, you can provide them with real added value and showcase your brand impressively. The basis for this is detailed and accurate data on target groups and their context.8. mobile Programmatic enables target group addressing in real timeDue to the short and targeted usage, it is more important than ever on the smartphone to address the right target group at the decisive moment. The use of programmatic platforms in conjunction with target group and contextual data offers excellent opportunities here and thus the perfect environment for performance and branding advertising.9. design apps from the user's point of viewIn the catacombs of the app stores with their several million offers, the majority of applications mutate into so-called app zombies that simply cannot be found. Apps must not only be marketed specifically as a brand component, product, and channel, but must also be absolutely convincing, especially in the first moment of use - the so-called on-boarding. That's why apps must be designed from the user's point of view so that they are easy and intuitive to use for homo mobilis. Satisfying a central need excellently is the top maxim in app design.10. permanent analysis and optimization of the most important key figuresMobile activities must be embedded in the overall strategy in the same way as all digital product developments in the company. In order to verify this, targeted market monitoring is just as important as real tracking. Quantifiable and verifiable goals help to evaluate success on a regular basis. Many a "hyped" app quickly goes from "star" to "poor dog" under the magnifying glass.
