Mobile strategy: the ten most important factors

When then-Apple CEO Steve Jobs unveiled the iPhone on January 9, 2007, he claimed—with little modesty—to have reinvented the phone. But it was more than that: The iPhone was the decisive catalyst for mobile internet. It has fundamentally transformed society and numerous sectors of the economy. In 2017, the question for companies is no longer whether they need a mobile strategy, but how they can make it as effective as possible. Now, the Mobile Focus Group of the German Digital Economy Association (BVDW) has published a white paper outlining the ten most important factors for a successful mobile strategy.

«Ten years ago, amid the already rapid evolution of the Internet, the iPhone ushered in the most radical shift in behavior to date—the so-called »mobile shift« away from desktops and toward mobile devices,» explains Mark Wächter (MWC.mobi), chair of the Mobile Focus Group at the BVDW. “Shopping, browsing, checking emails, or banking via smartphone are now taken for granted. In a world where the internet is primarily used on mobile devices, a modern mobile strategy is essential.” To this end, the Mobile Focus Group has summarized the ten most important recommendations:

1. the time is ripe for the Chief Mobile Officer

Over the past ten years, managing the mobile tsunami has become one of the most significant—and, above all, most urgent—management challenges. The goal is to align the company’s entire online presence with the mobile medium and establish a mobile-ready enterprise. The Chief Mobile Officer is responsible for this holistic mobile strategy.

2. mobile projects are always change projects

The 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 tool

The 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 group

Mobile devices are not only the primary gateway to information anytime, anywhere, but also serve as a highly personalized control center in your customers« increasingly connected lives. Those who offer their target audience genuine added value in conjunction with the right products and services will secure a permanent place in their customers» “relevant set.” On this basis, tailored offers can be generated based on time, location, and preferences.

5. develop a mobile-centric marketing strategy

The 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 penalized

Websites 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. Reach the target audience based on data at the crucial «mobile moment»

Whether 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 time

Due 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 view

In 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 figures

Mobile initiatives must be just as fully integrated into the overall strategy as all other digital product developments within the company. To verify this, targeted market monitoring is just as essential as robust tracking. Quantifiable and verifiable goals help to regularly evaluate success. Many a «hyped» app quickly goes from «star» to «poor dog» when scrutinized closely.

The BVDW is making the full white paper available at this link Available for download (direct link to PDF).

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