They Want It All, And They Want It Now: What the Mobile Mindset Means for Today’s Companies

Using a Mobile-First Mindset to Improve Customer Acquisition, Retention, and Satisfaction
Marshall Rollins
sept 19,2015
In recent years, catering to mobile visitors has become vitally important for online business presence. In 2014, the percentage of visitors consuming online content via mobile devices and apps surpassed desktop, and that percentage has increased every year since. Mobile consumption rates are so high that Google updated its algorithm in 2015 to deprioritize search results for sites that weren’t optimized for mobile.

This mobile-shift yields a significant impact for businesses who rely on digitization to drive traffic and convert sales. Living and breathing a mobile-friendly mantra requires more than just responsive design; it demands that you review and revise all of your existing digital marketing strategies to better cater to the mobile mindset of today’s consumers. Interactions with their mobile device influence consumer behavior, sentiment, spending, social engagement etc.

What Is a Mobile Mindset?

A mobile mindset is a belief held by consumers that information should be easily and instantly accessible on a mobile device the second it’s needed. If a consumer wants to check the price of a plane ticket for an upcoming trip while waiting at a red light on their way home from work, they should be able to accomplish the task before the light turns green.

The most successful mobile sites and apps are those that simplify tasks for the consumer. For example, most major airlines now offer mobile apps that send a notification when a scheduled flight is delayed. Instant notifications decrease the likelihood that the flyer will arrive at the airport several hours early, wasting personal time, unaware that their flight will not leave on time. In fact, personalized experiences derived from instant notifications, custom alerts, preferences etc., are very powerful features driving the mobile mindset.

Catering to consumers with the mobile mindset means making a mobile shift in the way you think about and conduct business. Your digital strategy must consider more than just how you’re going to satisfy a customer’s need; you have to consider how you can satisfy that need in the quickest and simplest way possible.

Mobilizing the Customer Journey

A great first step in the mobile-first customer experience journey is identifying your current and potential customers’ mobile needs. A customer journey map can be a huge asset in this process:
  • Start by defining three or more customer types (personas) that are likely to use a mobile device to access information, products, or services offered by your company.
  • Determine what needs your personas have that could potentially drive them to or encourage them to use your website and apps on a mobile phone. These are your mobile moments.
  • Create a timeline that details the steps your personas will take before, during, and after those mobile moments. Are there other micro-mobile moments that can stem from this experience? This timeline will help you identify potential digital touchpoints with your company.
  • Identify customer pain points in your timeline. Where do they struggle to find information? Where are the steps over complicated and time consuming? Then align these pain points with the power of mobile devices to alleviate some of their concerns through faster, reliable, on-the-go technology.
  • Review your list of mobile moments and pain points—these are your opportunities for simplification.

Once you’ve compiled your list of mobile moments and pain points, you’re ready to consider how your existing systems are performing. Determine if there are ways you can simplify your existing mobile sites or apps—or even create new mobile systems—that will guide customers more easily through their interaction with your company.
Today’s consumers want access to information instantly, and they’re more likely to engage with mobile apps and sites that make fulfilling their needs as quick and painless as possible. By identifying what needs drive customers to your business and making the process of fulfilling those needs incredibly simple, you’ll be set up for success in the new mobile-first world.

To keep the mobile-first mindset at the forefront of your planning, revisit your journey map frequently to look for new opportunities to simplify access to needed information, products, or services.

Getting Started

Simply creating a mobile experience that caters to your consumer’s needs is not enough; you must live it, breathe it, and promote it in order to be successful. Increases in mobile usage are not just a fad: a 2016 report published by Ericsson found that mobile traffic “is expected to grow at a compound annual growth rate (CAGR) of 45 percent through 2021—a 10-fold increase in the coming 6 years.” By moving to a mobile-first mentality, you’ll be well positioned to satisfy your customers’ needs now and in the future.

Simplifying the experience of interacting with your company can be a great way to acquire new customers, but it can be an even better way to retain existing customers. Give them something they can’t live without, and they’ll be customers for life.
Let’s Get Analytical The insight to know what your users want to read or are most interested in is free power derived from analytics. Defining key performance indicators (KPIs) and the level of engagement provides content managers and understanding of what users are doing, how they are consuming information, what topics are most popular as they come into the site as well as what information is leaving the site via social sharing and other types of interactions allows you to tailor your content to drive engagement.

Real-time metrics allow us to understand what types of content: by region, by country, by specific target audience is most accepted and popular, as well as the measuring engagement level. We collaborate with our clients to define custom KPIs and tracking analytics to shape their content deployment model and have created a standard base set of KPIs that are consistent with our CMS tools and front-end navigation to empower content managers to navigate the endless waves of metrics and data that are available.

Regional Relevance Often times, content is developed for a single target audience and their user characteristics and behaviors are already known. But for business groups with a global reach, it is pertinent to create content that is developed for and by multiple regions to align with regional variance. Using custom management tools that span regional and global requirements, our CMS model and deployment data help users to optimize continuous content production where content managers can develop relevant stories that meet identified country and region needs based on strategic editorial topics.

From global promotions, to regional trends, and even localized/translated content, effective content marketing strategies tap into regional market knowledge and empowers local content execution on a global scale. We’ve built a CMS that makes it easy for anyone to curate, post, and manage content. In our approach, the first step we took was to extract all of the content relative to the region by creating a tagging architecture. As a content manager, it is important to work with key individuals within each region to identify central pieces of content, as well as curate content prevalent to countries and target areas within each region.

Case Study: The Cisco Network

Design Reactor worked with Cisco’s marketing group to create a network that distributes engaging stories through organic content and programming methods to promote awareness of topics, trends and technologies across the major global regions: EMEAR, APJC, and Americas. Covering noteworthy topics such as internet of everything, cloud, thought leadership,and market trends, the Cisco Network capitalizes on our ‘bottoms-up’ strategy that publishes relevant content at the local level.
The Cisco Network has been recognized in industry awards for content marketing and overall site strategy, most recently including the Summit Emerging Media Awards and the Omni.

Publishing Power Once you have your content marketing strategy set-up and CMS tools in place, content managers will be more likely to create more content for your site because it’s simply easier. The lifeblood of your site is having the ability to execute ongoing content marketing, and consistently publish current, powerful, and relevant pieces of content.

Our goal is to help you create a robust site, and with the proper publishing capabilities and content management functionalities the power is all yours. Editorial teams that consistently update their content on a regular basis grant business groups a more vibrant, active website with an emphasis on new, fresh, relevant content. With marketing teams, the pushing of content can become critical and timely for the audience to view and engage, so we accommodate these crucial needs essentially transforming publishing into a new form of marketing.

Promote and Socialize Participating in social media sharing and promotion on other channels will increase traffic to your site from the content you’re sharing. Relevant, thought-provoking, entertaining and educational content will entice other sites to link to your content, resulting in highly valued connections with better conversion rates. Our CMS model incorporates social networks into your site and management capabilities through publishing tools that provide outlets for sharing and engaging with content through the top social media channels like Facebook, Twitter, LinkedIn and Google Plus, and also provides a built-in commenting platform to encourage users to interact with the site and again, drive engagement.

When using particular social networks, it is important to take advantage of additional functionalities outside of let’s say ‘tweeting’; concepts such as using specific hashtags that relate to the topics or trends expressed in your content and customizing twitter sharing meta-text is important for SEO and more streamlined socialization. They key to success digital socialization is not to broadcast ‘all things’ but rather provide strong insight into what you’re broadcasting and why you are broadcasting it.

An Iterative, Repeatable Process

Our digital content marketing strategy combines multiple key marketing tactics into one overall solution. Today, most companies look at PR, Social Media, and Content Marketing as a means to forcefully broadcast everything they have in their arsenal (absolutely everything); as opposed to thoughtfully creating a strategy behind who (audience), what (content), and how often (frequency) they are broadcasting.

When smart marketing meets powerful content, your content marketing strategy will become a well-oiled machine providing a consistent, ongoing of valuable information. The goal of continuous content deployment is developing a long-term, continuous engagement with your audience.

By creating an end-to-end process for the creation, management, and distribution of content, content managers can maintain an effective content marketing campaign that supports business goals and objectives while providing an intuitive website that’s fast and simple for the end user to search for and engage with the content they want, anytime and anywhere.
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