It’s evident these days that organizations have started looking at mobile as a key strategic channel for reaching their customers enabling them to improve market share, increase revenue and provide a better customer experience. Before jumping on the mobile bandwagon, however, organizations need to take stock of the various challenges confronted in mobile publishing and plan to address them. For example, many organizations have found the cost of content creation to be unusually high due to different and unique processes for publishing on the web versus mobile platforms. Similarly, the different versions of content also result in higher content management costs. It therefore becomes essential that organizations look to improve their RoI in mobile publishing through a well- defined publishing strategy.
Listed below are a few key considerations that organizations need to contemplate while defining and developing a mobile publishing strategy:
Mobile Web strategy
Today, more than 25% of customers typically access websites through their mobile device. If a portal is not catering to these customers they risk losing them to a competitor’s better mobile portal. Identifying the requirements for this portal, analyzing what needs to be developed or deciding whether it should be a cloud-based or hosted model are some of the factors that need to be analyzed as part of this assessment. A strong mobile web strategy can go a long way in serving customers, irrespective of the mobile devices and platforms they’re using or will be using in the future.
Mobile App Strategy
With maturing app platforms and increasing adoption by customers, defining an app strategy has become increasingly important. Before determining an app strategy, the following questions need to be raised:
- Which devices are your customers using?
- What similar apps have they already downloaded?
- How do you want to position your app compared to those of your competitors and what’s the value-add from your app?
- Who can access these apps and who can’t?
- Should it be paid or free service for customers?
- Which use cases are you solving through these apps?
Answering these questions will help in constructing a better app that can provide higher value to the customer.
A well defined commerce strategy is useful especially if organizations need to use the mobile channel to increase the top-line revenue directly through additional sales. What kind of services / products would you like to sell? Identifying your target market and integrating with e-commerce engines among others is key to determining this strategy.
Without identifying proper RoI metrics, organizations should not invest in mobile solutions. Whether using simple RoI metrics like the increase in the numberof visitors per month, number of apps downloaded, number of web impressions per day or using more mature metrics such as revenue generated from mobile devices, reduction in customer service costs – it is essential for organizations to track the benefits from the investment they have made.
Content is king; it is essential that organizations decide on the content and the right channel for sharing it. It may not be necessary to display every single piece of content on all channels. Alternately, you may want to provide specific services on mobile that may not have been possible through regular web coverage – such as location specific content, mobile barcodes, etc. A proper content strategy not only improves customer service, but also helps organizations to provide innovative solutions to these customers.
Ensuring that organizations evaluate these criteria while developing their mobile publishing strategy can help them to enhance customer experience and ensure customer delight. We are very interested in hearing any other approaches you may have taken while defining your own mobile strategy.