Mobile Strategy: It's not just about mobile

Updated: Apr 27, 2020

More and more people than ever are using their phones or tablets for everything. With 24/7 access to the internet, immersive apps, and personalized content, everything is at the tip of our fingers. When was the last time you read a piece of information, used an app, or looked into buying something on your phone? Within the last five minutes? (I read an email on my phone 3 minutes ago, even though I’m sitting in front of my computer right now.)

So it’s no longer news to most of us that the world is going more and more mobile. It might have been a bit faster than we were ready for originally, but now we’re in the thick of it and it’s time to make sure that our businesses and brands aren’t falling behind.

When we think about serving our customers through mobile, we need to think about more than just optimizing our website for mobile.

Let's look at me as a consumer for a minute:

That's me. Hi. Nice to meet you.

For the past few weeks, I've been thinking about buying a new fitness tracker. I've had a Fitbit and a Jawbone UP before, so I know my way around a fitness tracker, but I wasn't actively researching at yet.

One day, I was on Instagram and I came across an ad for the Motiv ring. I didn't know that there were fitness tracking rings, and I thought looked interesting. So I went Motiv's profile on Instragram and learned a little more about the product. I poked around on other people's pages, who were talking about using the ring and what they liked and didn't. Overall, I was interested by what I saw, the stories others were telling, and the content Motiv was putting out, as well as what I learned about the features. I didn't immediately take action, but it was definitely a new possibility.

The next day, it was still on my mind. I went on to the Motiv website (still on my phone) and looked around at their product, it's features, the options, costs, and upgrades. I was pretty convinced at that point that I liked the product itself, but I needed to know if the app worked just as well and provided all the data that the ring can measure. The app is the part of the technology that we interact with daily, so it's a crucial part of the product.

So I went to the app store and downloaded it. But unfortunately, unlike the Fitbit app, you can't access the app without attaching it to an existing ring. That means, I couldn't test it out. As someone who values kind encouragement over competition, I have had fitness trackers that I have chosen to purchase, or not, because of the app alone. So this inability to explore the app made me hesitate. I put it down and walked away for a while.

But after a while, I was still curious enough to give it a chance. So a bit later that day, I did a little extra digging (this time on my tablet), and managed to find videos of other people sharing app reviews, screenshots, and more.

A few days later, I got onto my computer, pulled up their website and purchased it the Motiv Ring.

Let's take a look at the strategy that went into building my customer journey here.

Google looks at the customer journey as a connection of micro-moments:

Right at the moment I wanted help to start getting more exercise, moving more and sleeping better, Motiv managed to get an ad into my Instagram feed. That was my 'I want to do' moment. From there, I wanted to know more, and the content was there for me to find, across platforms, on social media and on their website, from the company and from real people who have used this product. Because of that strong base of information and the clarity, and the fact that I was pretty sure that I couldn't get this ring anywhere but online, I jumped straight to the 'I want to buy' moment and purchased it on my computer.

Without the Instagram ad, I wouldn't have known about this fitness tracker, and I wouldn't have even considered it as a possibility in my search. Without their social media presence, I might have lost interest. If their website wasn’t optimized for my phone, I wouldn’t have gone back. If their app wasn't user-friendly, I would have found one that was. And I almost lost interest here, because of the fact that I couldn't access it, but thanks to their relationships with technology Youtubers and bloggers, they managed to retain my interest through shared screen-grabs and walk-throughs.

Most of that journey was on my phone, and it all culminated in exactly what every company wants, a lead conversion. But a lead conversion that culminated on my laptop.

Being mobile isn’t just about being mobile, it’s omnichannel. Each piece of the puzzle holds weight. The website, the mobile website, the social media, the app, it all fits together to bring the consumer into the experience with you. The more positive experiences people have with a brand through mobile, the more likely they are to engage with it in other ways, such as making purchases, writing reviews, or talking about it on their social media.

This post was inspired and informed by Rob Thurner's Mobile Marketing Best Practice Guide. If you want to learn more about mobile marketing and how to make it work for your business, check out the guide here.

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