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02/11/2011 by
5288 views

How Mobile Is Your Brand?

Search used to be a desktop affair. Now it’s going mobile. 80% off all searches are localised, with 3.45 billion local searches expected in 2012. It is growing with 50% annually.

We all know that search is important, essential even. We pay a bulk for advertising, content and optimisation.


Where is your Mobile Strategy if you know 50% of all connections are via phones?

Do You Speak Whale?

Before we talk about Mobile and Strategy. Let’s make a quick glossary:

  • Native apps; applications that run on your targeted device. Usually delivered through your App Store
  • (I)oS: Operation system, as Apple is self-centered, they have claimed the I: I-OS, Iphone, Ipad, Ipod etc.
  • Mobile web: browser based acces (all mobile phones nowadays have a browser)
  • Web kit: layout engine that powers most web browsers
  • API; application

Strategy
Check if mobile fits within your cross-channel strategy, make a choice between mobile websites or applications or both.

Set your goals and your KPI’s. Establish what you want that second screen to do for you; increase traffic, realise more sales, engage or share etc.

  • Audience Strategy; 95% of all searches are local searches and instantaneous. Do not focus on “on-the-go”, but delivering information.
  • Content Strategy; figure out what they are looking for, go for tangible utility, content delivery and the volume you want to produce
  • Platform Strategy; find the chasm in all fields; example below and make sure you at least create one API and publish everywhere you can

Create
Transform your ideas, KPI’s and strategy into feasible concepts.

Remember; mobile experience is key so concentrate on content, usability and look and feel.

Realisation
Budget and scope the works, plan the execution and launch carefully then compare, buy and execute.

Monitor and Adjust
More important then ever is to monitor and adjust.

As mobile experience is key you want to ensure that you keep your consumer engaged and provided with the correct information and the right call to action.

Next Steps

  • Fix your infrastructure now
  • Identify your audience
  • Identity the content for that audience
  • Implement platform solutions
  • Continuously monitor, adjust and set goals

Every Mobile Has A Browser
So why not adjust your business accordingly?