Formulate an Effective Mobile Strategy
Founder, Mobile Strategy Partners LLC
Mobile Strategy Partners is a consultancy specializing in mobile marketing and commerce.
Understand how people like to consume mobile content. That is, in bite-sized amounts, often through social sharing. Knowing how people integrate the content you have to offer with their mobile use habits is key to any mobile strategy.
Consider your mobile and social media strategy together. "It's kind of hard to tell where social media ends and mobile begins because social media often manifests itself as mobile," Eads says. People on mobile devices are far more loyal, frequent users of Facebook compared to desktop users; understanding social media's compatibility with mobile is important to formulating a more general mobile strategy. "Mobile is always with you, always on, you can do it in bite-sized consumption. it allows more and easier access, it's right there. So when you add in the viral aspect of social media and people consuming it on mobile, mobile supercharges the viral effect."
Think about how to make this same thing happen with mobile content, Eads says. "Lets say you have a magazine that is really interesting to somebody. If you make it super easy to share it with your social network then that can encourage it to go viral ... and you've drastically increased the readership of that article and number of ad views."
A mobile strategy can begin with social media. Build a strong presence on Facebook or Twitter, and you've established a beachhead with audiences receptive to your mobile products. "You can do [that initial step] without a huge investment," Eads notes. "... Do this social media stuff as the development [of your mobile products] is going on."
Cover every base. Don't choose apps over browser-based versions of your content—do both. "If you are only offering one mode of access, its like saying certain customers can't come in, or 'I'm not going to let certain people read my magazine.' If you want to have a large readership, the first step is that you've got to make it easy to read and make it available where the eyeballs are."