There
is no denying the Smartphone onslaught when it comes to innovation in
marketing. As a media, smart devices have acquired an astounding mind-share with
mobile devices as a means of selling and buying skyrocketing over the last few
years. Unabashedly therefore my second post too is dedicated to the space of
mobile marketing. This time however, I focus on whether marketers are thinking
with a mobile first approach!
Thinking
mobile first is not about jumping the consumer mobile app bandwagon. To my mind
it is the contrary. Enterprises, especially retailers need to dial back a step
and consider if they really need an app. In case they do, then they need to
define the kind of experience the app will drive for customers. While I am no
expert on the subject and less on the technology, my comments are based on some
observations over the last few years.
Mobile First is
about the Experience
I
have friends over on a Saturday evening and I decide to use an app by a fast
food retailer to order food. It my first time using it and I realize that the
app is simply the website converted or rather forced into an one. The
navigation is unwieldy. It takes me a grueling 20 minutes to order and I am
exhausted by the end of it. There was no sense of cohesiveness, no sense of
ease. It would have been easier to just call and order.
Mobile
apps have their distinct way of impacting buying behavior, but first they will
always be tested for the experience they deliver. Enterprises often in their
frenzy to go mobile forget the difference of environment between a physical
store, an online store and a mobile app.
To
this end I am extremely impressed with what Bookmyshow have done with their
app. I can order movie tickets with a few taps. Navigation is simple and easy.
Depending on my payment options, the app suggests offers and discounts. It lets
me select my preferred seats. Connects seamlessly with a payment gateway and
the whole transaction takes me not more than 5 minutes. The app offers a pocket
where my booking is stored and I can flash the same at the movie counter and
pick up the physical tickets.
Once
an enterprise has decided to go mobile, experience is what they have to think,
than just being there as another mobile app.
Mobile First is
also about the Last Mile
A
phenomenal mobile experience does not end with a few taps on a device by the customer.
The last mile delivery is equally critical. The mobile ecosystem is an
intricate mesh of an enterprise’s offering, its brand essence and the quality
it delivers.
This
makes a lot of sense when one has an objective look at online retailers. They
are investing heavily in creating a push for their mobile apps. An equal amount
of effort is being spent on strengthening their seller and delivery network. These
retailers understand that with mobile they are exposed to the extent that everything
has to be first time right.
A
consumer who comes via the mobile application has already shown their
commitment to a particular e-tailer. Failing to deliver then is a sheer way of
losing customer loyalty and also creates an adverse impact on the brand. One
negative feedback is enough to deter several other prospects.
Mobile First is
also about the Technology
It
might sound obvious, but working for a tech firm has given me the perspective
that a lot of enterprises do not invest enough in the right technology. The
consumer mobile app ecosystem is so intricate and delicate that even a small
slip can lead to a huge setback. In the present context, retailers need a
technology backbone which can help them operate in a multi-device and
multi-environment ecosystem.
There
technology ecosystem has to be ready to brace the onslaught of changes
introduced by Mobile OS giants including Google, Apple and Microsoft. Sometimes
updates can wreck havoc, in case a retailer is not prepared for them.
Anticipating how the crosshairs will move remains critical to success.
The
technology framework has to be adept in creating, pushing updates across
different OS’, devices and use experiences. Most importantly though, the right
people who value the right technology and a community of interest in how to
help the mobile strategy succeed will remain key imperatives.
