Blurred channels. Expanding products and retailers. Optimized experiences. Social connections. These are all having profound impacts on the mobile customer journey — and brands know it.
Now, the mobile device is all about the user experience and a dramatically different consumer behavior. But how do we help clients capitalize on the current mobile trends in the marketplace when we have to do so on the consumer’s terms?
This non-linear path hasn’t been easy for brands, and it won’t be any time soon. The key is in creating compelling moments for the consumer that culminates in consumer-brand relationships for the long haul.
So what should you do to get the consumers’ attention and keep it? We recommend following this eight-part strategy:
- Define the opportunity and the business need.
- Identify the most valuable consumer segments.
- Create the consumer ecosystem.
- Map out the customer journey.
- Define the brand’s point of view.
- Understand market trends.
- Consider the device and platforms.
- Concept the experience solution.
One of the biggest benefits from this strategy is the development of “one view of the consumer.” But always keep in mind: It’s about the ecosystem and the experience, not the device.
To see mobile strategy case studies from Dunkin’ Donuts and New Balance, and learn more about how to develop your mobile strategy, read our paper: Mobile 360: Developing Your Comprehensive Digital Strategy. Then tell us what ideas you have.
