While brands continue to revisit their mobile initiatives, IBM research shows that fewer than half of them have clear mobile strategies in place. In today’s overcrowded mobile app market, just having a presence isn’t enough. Every company caters to a different audience and the best way to ensure leadership among the masses is by honing your focus on the end-user, your customers.
A crucial and yet often overlooked aspect of mobile strategy is research; it is the one theme throughout strategy planning that will recur every step of the way. Basically, if you don’t do your homework – you won’t make the grade.
Five Tips for Mobile Strategy
1) Industry Analysis
The first step in a strong mobile strategy is researching the industry for which the app is being built. Strategists must go beyond mobile to understand the consumer needs prior to designing the app itself. At this stage, the main objective is to understand the business, such as their long-term goals and expectations when launching a mobile app. In addition to understanding short and long-term goals, it is essential to find out who the key players are and what they offer in terms of mobile.
The Question: What will this app offer my customer who already uses mobile & what would encourage them to keep using it?
2) Customer Behaviour
Now that you’ve done some homework about the industry, it’s time to think about customer behaviours in relation to mobile, and how people connect with their phones and specifically, apps. If customers are connecting through specific apps over others, find out why! Demographics will vary when it comes to app utilization. For instance, a business has to consider the types of customers that will value their products. What kind of buying choices would matter to this demographic and how do they utilize mobile in their daily buying activities? By researching previous trends and identifying mobile behaviours of targeted consumers, the app can be customized with a more personalized user experience.
The Question: How will this app improve customer and user experiences?
3) Customer Reviews & Data Tracking
It’s important to look at the reviews of other apps in the same genre. This will provide insights into pain points and opportunities. It may also be useful to do an audit of the current apps leading the app space in the specified field of interest. Moving further into this process, analytics will come in handy. With the advent of honing a plethora of data in real-time, the numbers can become overwhelmingly large. Understanding these numbers can unlock many valuable insights for ways to improve the app.
Don’t forget: not every customer is going to write a review or rate the app, and that’s why it’s so important to use data analytics. It will gauge the level to which customers are involved with the app, how they are liking it, what’s working, and what’s not working. With this wealth of knowledge, you can continue to refine the app.
4) Putting the Pieces Together
After compiling your research, it’s time to take the puzzle of information, and piece it together until the final picture emerges. This step will incorporate putting steps 1-3 together to find trends, analyze information, and think about the way you will utilize mobile in the best interest of customers. Think of the strategy as a holistic concept, each aspect will build on another to be integrated in the final plan. For instance, by taking industry analysis and coupling it with customer behaviour, trends can be identified. It’s time for creativity to come into play!
The New Challenge: Making the information gathered work for you while using a unique and colourful approach to personalize the app for the targeted audience.
5) Always Think a Few Steps Ahead
Whether it’s establishing a mobile payment option or using data to collect information, a company should prepare for the future by gauging consumer insights. Based on the fact that real-time data is readily available, it means that processes should be updated just as often to stay relevant. This can include implementation of different hardware devices such iPad or Tablets as well as smartphones. Additionally, it means integrating software with upcoming technologies (maybe BLE and Beacons).
Keep in mind: A mobile app is practically a means for the business to walk around with its consumers at all times, which is why planning ahead with strategy is a crucial step.