Developing a Mobile Strategy for Your Small Business

Today’s consumers are becoming more mobile than ever, accessing information on-the-go using their mobile devices. In fact, according to the International Data Corporation of Framingham, Massachusetts, more U.S consumers will be accessing the Internet through their mobile devices than through computers. Some experts are warning that business owners could be losing market share if they are not developing a mobile strategy for their company. “It’s the preferred method of consumers to engage businesses and brands, especially small businesses,” says Dan Giacopelli, CEO of Skoop!, Inc.

Mobile Strategy for Your Small Business: KNOW YOUR AUDIENCE

Developing a mobile strategy means knowing your audience’s preference for accessing content through mobile devices. There are several ways of using mobile for business, including: mobile websites, apps, loyalty programs and contests, mobile coupons, text messaging campaigns, location-based marketing (e.g. Foursquare), and QR codes. However not all of these methods work for every business. It’s about understanding your customers and facilitating their needs with what works best for them. It’s important to know who you’re targeting, and know their demographics and how they receive information.

Another important part of deciding what type of mobile features to provide to your consumers is cost. Mark Simmons, co-founder of consulting group Mixed Digital, explains how a custom mobile app could range in price from $5,000 to $50,000-plus to develop and implement, versus $500 to $2,000 to build a mobile website. For many small businesses, creating a mobile app simply isn’t in the budget. However at the very least, consumers today expect to be able to easily and readily access a company website with a simplified navigation, using their mobile device.

Mobile Strategy for Your Small Business: FIND YOUR TARGET

Developing mobile apps and websites is not the only way to appeal to your target audience. Geo-targeting using the GPS function in mobile devices has become a popular way for businesses to deliver incentives and offers to consumers based on their location. For example, if a customer downloads a company’s app and comes within a certain range of their the business, they may receive a notification of on their mobile device with a coupon or offer attached.

Mobile strategies are changing the way that companies market their products and services. No longer do businesses have to market to the masses in hopes that interested patrons will find them. Instead, they can now cater to and target those who are specifically looking for their products, services, and offers.

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