small business mobile strategy

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Web & Mobile Services

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Developing a Mobile Strategy : 

Developing a Mobile Strategy Mobile Matters: The Business Case

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Mobile growth is explosive 4

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This year, more smartphones and tablets will be sold than PCs 5

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Only 2% of Businesses have mobile presence

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Mobile App Strategy for your Business

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There are - quite literally - hundreds of thousands of mobile apps. From games and travel to health and work utilities, the choices are astounding. Putting time and effort into developing a mobile app can be a total waste if no one is interested. So how do you generate the most interest for your app? By being strategic and deliberate:

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Will they go searching for it in the App store? On your website? Through email? Will they be sent specific customer communications about it? Or will they see it on that billboard on the side of the highway? 1 First, and most importantly, you need to think about how your consumers will find the app – before its built. Ask them if they ’ re even using a phone or device with mobile app capabilities. The more you know about them, the better your chances of hitting them with the right information in the right way. There ’ s no one-size-fits-all approach here: each business ’ consumers search out, take in and process information differently. Survey your customers and clients to find out how they like to receive information.

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a . If you ’ re using the app for customer retention (think banks that offer online banking in a mobile app), a huge media blast probably isn ’ t the way to go. 2 Secondly, be clear on what the app is going to be used for: Use what you already have: existing customer communications. E-mail newsletters and blasts, direct mail, promotional and marketing materials, and even invoices can serve as vehicles for announcing your business ’ new mobile presence. This isn ’ t to say that a very targeted ad campaign can ’ t be useful here, just be sure to feature the app as a point of differentiation for your product or service.

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b . If the app is going to be used for general purposes (think games or utility apps, such as mileage trackers or to-do lists), then a paid media push using either traditional or online media could be the best option. 3 Third, be clear on what the app is going to be used for: Direct mail, e-mail newsletters and blasts, and other marketing materials can also be effective, as long as it ’ s hitting the right people. The key here is to have a good idea of who will use the app so that you can make the most of your advertising dollars.

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Image by zetson used with Attribution as directed by Creative Commons http://www.flickr.com/photos/zetson/254608875 © 2011 Altimeter Group Developing a Mobile Strategy

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Understand the medium and the context 29 GPS Touch Sensors (A/V) Contacts Features Location-Aware Intimate and Interactive Physical Intelligence Personal and Social What it means: Portability Relevant at Point of Consideration

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The traditional purchase funnel is outdated 30

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4% of total sales come from Gilt Groupe’s interactive iPad app 31 177,000 shoppers have downloaded the app and as of January 2011 about 100,000 actively use it on a monthly basis, according to Gilt Groupe .

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Delta flyers board with e -boarding passes 32 The app allows flyers to check-in, use e -boarding passes, receive text alerts, rebook and cancel flights, and share flight details with family/friends.

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Request roadside assistance via AAA app 33

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© 2011 Altimeter Group Summary

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