Over 6 billion people around the world have access to a mobile device. Time points out that more people have access to a mobile phone than toilets. These devices are now so important to us that they are almost an extension of our bodies.
As a lawyer, I was captivated to see what the Supreme Court would rule in Riley v. California. In a rare 9-0 decision, the Supreme Court recognized the importance of mobile devices and held that the police need a warrant to search cell phones. Even the Supreme Court knows:
Mobile is changing everything.
Fact: Half of all local internet searches are performed on mobile devices. –SmartInsights.com
The Mobile Revolution
Tom Eslinger, Saatchi & Saatchi’s Worldwide Director of Digital and Social is an expert on mobile marketing. His recent book The Saatchi & Saatchi Guide to Mobile Marketing got my attention. It is filled with facts about mobile and a peek into our mobile future. Tom has helped brands like Toyota, Coca-Cola, T-Mobile, Lexus, Visa, Sony Ericsson, Heineken, and Procter & Gamble with mobile, augmented reality and games. Who better than Tom to share insights on how organizations are using mobile today?
You are enthusiastic about mobile (understatement!). Why?
We can see a steady trend over the last five years in major industries, beginning with the retail consumer marketing-structure as it becomes more fluent with mobile technology. Mobile devices have already exceeded desktops. We, consumers, are essentially becoming a culture of detachment and wirelessness. So, having a mobile-first strategy will be critical for any company over the next five years – and perhaps even the next five months.
“Having a mobile-first strategy will be critical for any company over the next five years.” –Tom Eslinger
Tom, what are the top mistakes companies are making with mobile?
1. Don’t Support Your Campaign
The importance of maintaining your mobile presence can’t be stressed enough. Slacking off on maintenance can sabotage the best-laid plans. This means keeping your audience engaged, often at multiple levels of engagement. And of course, you need to pay attention to the stuff that keeps it all going: server networks, customer care, and technical support. You can expect to spend around 1.5 times your creation costs on on-going marketing and program maintenance costs. It’s that important.
“Keep your customer at the center of the experience so they keep coming back for more.” –Tom Eslinger
2. Think You Have No Bugs
No programmer has ever built anything bug-free from the get-go.
It’s guaranteed that the ﬁrst version of your mobile product—and many subsequent versions—are going to have some bugs that make it past the testing period. It’s nothing to panic about, but continue to iterate on your product after it’s released.
3. Don’t Keep Up Interest in Your Mobile App
Don’t just let it sit there!
Have an extended plan for the app. How are you going to update it, change it, push new content through it, and ultimately, perhaps know when to end it? Push notiﬁcations can get really annoying really fast, so make them relevant and desirable. Have the copywriters rewrite the engineers’ reports in your brand’s voice.
Fact: 42 percent of consumers using a mobile while in-store spend more than $1000. IAB