With the
rapid pace of change and availability of new marketplaces, the mobile web can
provide a fabulous opportunity for businesses. Assessing this resource, and
finding the best point of access can, however, be a daunting challenge. To
ensure a success in this area it is imperative to have the correct advice when implementing a mobile web strategy.
Leading UK PHP and mobile web developers Inviqa, have
produced a
comprehensive mobile strategy guide that covers all aspects of
getting started in this area.
These are some of the key points from their guidance:
It is an inarguable fact that the mobile revolution is changing the way people
buy goods and services. Within the last decade the usage of phones and tablets
has undergone a dramatic transformation and customers are now perfectly happy
with an ever increasing range of devices to browse and buy. This fluctuating
technological landscape has posed a considerable challenge for digital
marketing.
Within the dynamic of this environment there are some factors that must be
considered. Knowing how to use social media can provide a powerful tool in
getting the right message out in the right format. Targeting the customer in
their own locality has also proved an effective way of capturing market share.
It is easy for promotional campaigns to get drowned out by the volume of media
traffic. Analysis is the key to ensuring that the message makes its way
consistently through.
It is not enough to simply reach customers. Understanding the platforms that
they are using and how they behave on the web is also important. In order to do
this it is essential to engage in the dialogue that they are having via the
web. Measuring the ROI across a variety of formats can give a clear indication
of the best way to access a customer group.
The fastest growing sector of the mobile web is the app market and on first
glance this may seem like a ‘must have' element of any mobile web strategy.
While apps may help to capture some of those customers on the move, they are
not a complete web solution, and without a fully functioning web presence, they
can be relatively ineffective. Before delving in with an app, or a website, it
is best practice to have a clear mobile strategy in place.
One of the advantages of the advances in this technology is that there are
plenty of tools available to help to get the best out of the mobile web. It is
possible to make good use of products like the GoMoMeter, which is a
freebie from Google. This shows how a site appears on mobile devices and gives
helpful recommendations. For email there are plenty of free solutions that will
help to reduce file sizes, provide templates and preview messages on various
devices.
For marketing campaigns and performance analysis, there are a vast array of
services to choose from. Selecting the most effective solution depends on what
is required and can be a difficult task in itself. The best advice is to trial
some solutions and measure their performances before committing or investing.
An effective mobile web strategy needs to have a clear, predefined checklist.
Once this is in place it is possible to make the most of the superb opportunities
that are on hand.