Mobile Strategy for Brands, Businesses

Mobile is a platform like Web is, but very different. Question is what are the best ways to provide great experience for the mobile customers and in return you will get significant value from these customers.Discussion about Native Apps or Mobile Web or Hybrid Apps or Messaging Bots are all tactical discussions. Also user acquisition strategy around quantity (App installs etc) has to be about quality of customer acquisition and retention. this will help generate higher ARPU(Average revenue per user) and generate higher LTV(Life time Value).

If you are a business or brand, the mobile strategy discussions are about Acquisition, Conversion and Retention. There are different strategies you can use based on type of business you are. But at highest level, we can start with Business goals

1. What are the goals for mobile. Is it a retention channel?, Acquisition and conversion channel or both?.

2. What are the revenue goals for mobile channel?.

3. Who owns above goals?.

From Product and technology perspective, following questions needs to be asked.

1. Am I gathering and analyzing(using  the data from all mobile touch points for my brand, to offer better journey paths for prospects and customers on an ongoing basis?.

2. How do potential customers discover my products and offerings on mobile?. Am I using the acquisition marketing spend wisely on right channels?.

3. Once I make these users to visit my brand on mobile, what strategies I use for converting them?.

4. How do my potential customers discover product content and engage with it on mobile?.

5. What do I need to do to make my existing customer happy by providing best experience for a given mobile device(Phones or Tablets)? How do my existing customer engage our products on the mobile effectively?. 

6. Do I have right products and content to engage these prospects and customers?. Does website mobile-first?. Does App meets customer expectations?.  Are we engaging Millennials on messenger platforms?. etc etc.

There are many many other questions that needed to be answered..But above is the good list....Once you do that...

a. An effective mobile funnel can be developed for the business to help potential customers from discovery to becoming customers.

c. A great Product strategy can be developed.

d. Can answer questions around what Technology is needed to be adopted.

e. What Teams and Talents needs to be assembled to execute on this strategy.

f. A Great customer retention strategy can be developed