In the past year, Mobile usage has skyrocketed and the forecast for growth is only accelerating. Gartner predicts that mobile web use will outpace desktop web use by 2013 while Morgan Stanley predicts this will occur by 2015. Closer to home, our clients continue to experience significant and steady growth of mobile web usage – with various mobile browsers representing as much as 15 percent of total site traffic in some cases. Alongside all of this growth, we see two common trends: 1) A lot of enthusiasm and desire for organizations to make tangible improvement (and who’s to argue… mobile delivers a fair amount of visible progress and sense of innovation at a relatively low cost) 2) Lack of a plan for mobile activities We’ve consulted with many of our clients to develop a mobile roadmap that helps answer the most common questions: Where to start? Where to invest? As well as the classic/long-standing questions: App or website? Web app or native app? Acsys has a clear and simple POV on this, and we believe that developing a well-defined mobile roadmap is the best way to get the ball rolling in any organization. To begin, as with any marketing or digital initiative, you must start with business objectives, audience behavior/needs and location context. We certainly don’t want to be creating solutions looking for business problems. So, first off, clarify what the need is, who the solution is being designed for and where the user is located. Some questions to inspire your thinking:
- Have you noticed a significant uptick in mobile traffic to your website?
- Have you received (negative) feedback from mobile visitors to your site?
- Are there important aspects of your customer experience that could be greatly enhanced via mobile?
- Do your customers and users overindex for mobile usage? Do they prefer mobile apps or websites?
- Provide the biggest bang for the buck
- Offer tangible value to widest number of priority users/customers
- Not break the bank
- Demonstrate tangible progress
- Create a base that enables scalability for future evolution