Planning to embrace mobile engagement in a big way? There are many considerations that companies simply don't anticipate or work to maximize their mobile strategies. Make sure to pay heed to the following tips:
- Seamless Technology – While technology for mobile engagement has still not arrived fully, companies should base their architecture around a cloud-based platform that brings together content, records, social feeds, device data, SaaS services, analytics and more.
- Call To Action – This holds true even for traditional forms of engagement focused on spreading information or awareness, but more so for mobile engagement where the mantra for success is providing a task-oriented service experience. Turning your conventional design wisdom upside down and design around action buttons rather than forms, placing performance and customer responsiveness on an equal footing with interface and brand.
- Analytics – Designing for mobile can take so much effort that analytics often becomes an afterthought. However, with the complexity of mobile applications and integrating analytics via their software developer kits (SDKs) OR integrating conventional analytics in animated screens and dynamic pages to capture events, you'll need to leave time on your development calendar to get things right.
- Social Media – From the ability to login via mobile, to app deployment, to social sharing, social is a HUGE factor in mobile usage. The ultimate success of mobile engagement strategies depends on designing business services to intersect the customer's daily life or work.
- Local – SOMOLO isn't just industry jargon, Social Mobile Local describes the fastest growing applications and engagement categories in the mobile industry. Even if your product or service isn't local, somehow integrating geography into your mobile strategy can drive much more activity.
- Text Messaging (SMS) is still alive and well. Don't underestimate its reach or the results that can be attained through some very simple campaigns.
- Email – Yahoo! reports that 20% of all visitors are now visiting on a mobile device… and we know that mobile email open rates are nearing twice that. If you're not designing your email for the small screen, at minimum folks aren't reading… and worse… they could be unsubscribing.
- Mobile Apps – don't forget how popular other mobile applications are, like Facebook, Youtube, Photo apps, Music sharing, Geolocation, etc. Integrating third party applications into your application can get you some quick adoption rates if done well!
- Small Screens are getting larger… and are displaying higher resolutions. Designing responsive applications that take advantage of screen size and resolution will increase usage and engagement.
- Security – Hackers are always on the prowl to attack smart phones, and a hacker using vulnerabilities in your company's app to inject malware to the smart phone is the last thing you need.
These approaches may require a new Chief Mobility Officer who involves in the core business operations and remains competent to chalk out mobile engagement strategies rather than a “Chief Technology Officer” who heads a specialized technical department.