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The Importance Of A Mobile Strategy For Small Businesses

MarketingStrategyLOGOYour business might not be in the “large corporation” ranks yet, however you can certainly rule the small business category by means of a well designed Mobile Marketing Strategy. The most important thing for any business is income generation. This is exactly why business owners spend most of their time researching ways to promote their products and services.

Why Small Businesses Must Commit to a Mobile Strategy

Everyone’s doing it. Google, Amazon, eBay, Dunkin Donuts, American Express… you name it.

Mobile is the place to be – and if you’re a business owner who hasn’t gone mobile yet – you’re likely missing out on a lot, including revenue and brand exposure. As Maribel Lopez of mobile market research and analyst firm, Lopez Research, told uTest, “Mobile is another Internet channel, so not being a part of it puts you noticeably absent from the commerce sphere.”

This makes it increasingly important that small businesses itching for success go mobile, as well. However, it is much easier said than done. Big brands have the resources to take their business to the mobile landscape – but small brands that lack the time and funds are likely to be hesitant, therefore diving into mobile more slowly.

Max Nison in Business Insider says going mobile for small businesses can’t be done this way. Adopting a mobile strategy for a small brand has to be a transformation, not an experiment:

“When it comes to adapting mobile and digital technology, there’s a tendency to want to do it slowly, to dip a toe in the water before committing, and change one part of a business at a time.

That’s especially true for small businesses who may be trying out many of these technologies in a business context for the first time. According to a report from Capgemini Consulting and MIT, companies that commit to digital and mobile in all of their functions significantly outperform slow adopters. The best path for small businesses isn’t to experiment with mobile. It’s to use it to transform the way they work.”

Nison recommends diving in head-first. However, there are many factors that go into adequately building a mobile presence. So how do you craft your mobile strategy? Dan Rowinski, of ReadWriteMobile, recently posted this MutualMobile infographic that helps you determine a mobile strategy that is right for you in 7 questions or less:

You can view the original article here.

If your business does not have a mobile strategy, then you could be losing market share, say experts.

Almost all web surfers today use their own mobile phones simply because of the convenience. It is very important that you partake in this highly effective method of marketing to help you reach directly out to them.

No Mobile App Strategy Yet? Forrester says your business is DOOMED!

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There are so many more reasons why your company needs an app, but this should be enough to get your wheels turning. Your App’s functionality offers true value to your customers that have downloaded and installed it and it brands YOUR business.

No Mobile App Strategy, No Customers Warns

Mobile development has been top of mind for countless businesses worldwide, and many companies launching mobile apps have seen significant bottom-line growth. But what about those companies who haven’t gone mobile-first yet?
Forrester says they could be in trouble – and at risk of losing customers to other app-savvy competitors. According to Derek du Preez in ITWorld:

“Forrester has warned companies that if they don’t properly invest in a mobile app strategy, other companies with convenient and useful applications will attract customers to their services.

In a report entitled ‘The business impact of mobile engagement’, Forrester says businesses that can ‘create a mobile app that offers a fundamentally different capability or service by addressing people’s needs in their physical context [can] increase loyalty or pull customers away from their incumbent banks, retailers and media companies’.

New technologies made available by the latest smartphone applications are the cause of this stress on maintaining a company’s core customer base.

For example, Forrester points to mobile payments via applications. The payments market is becoming increasingly volatile as consumers start to use their phones as a digital wallet and seek to pay with their phones, which will challenge the incumbent suppliers.

Forrester says: ‘Mobile payment entrants from every direction will disrupt traditional payment models. Incumbents built on traditional models will be challenged to maintain their current fee structures.

‘Other core services ripe for mobile disruption include mapping (Apple), identity (Facebook), and telecommunications (Skype).’

The report also points to aggregators of content in media, travel and personal finance that challenge business’ customer relationships. This is because mobile applications provide the opportunity for aggregating services in a way that is more convenient for consumers than if they were working with individual companies.

Similarly, mobile applications create new service models that eliminate intermediaries. Forrester says: ‘If a producer and a consumer can immediately connect and do business together using a mobile app, then traditional intermediaries become irrelevant.’
Finally, because the likes of Apple, Amazon, Microsoft and Google are building customer databases of millions of consumer credit card details, this provides an opportunity to easily buy new services via mobile applications from a company that consumers may not have used before.

The report says: ‘Mobile will become a dominant channel as people pull out their phones to buy on a whim or order content in the living room, hotel room, or dorm room.;

Forrester argues that companies need to address these changes head on, but they need to invest carefully. IT departments need to focus on two key attributes of an application – is it convenient and does it provide a utility?”

The last point Forrester makes is key – do not simply create an app just to create one. The app needs to provide value to its users, and an ability to keep them engaged. This can be verified not only through the ideation process, but also through real world usability testing throughout different stages of development.

You can view the original article here

One of the best benefits of having your very own Mobile App Strategy for your business is the ability to more easily engage your customers.