GENERATE LEADS WITH MOBILE MARKETING
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What this means for your business
It is easy to see other businesses adopting mobile strategies, but where
do businesses that do not have a mobile presence yet even start? First
and foremost, understanding how mobile influences your consumers'
current path to purchase is important. You likely have a wealth of data
that details your customers behavior patterns when making a purchase
and hopefully understand the cycle they go through before completing
a purchase. Thus, it's vital to use that information accordingly when
creating your mobile strategy.
Next, think about the different conversion types you can measure in
mobile. If you have an app, consider what you already know about how
users are interacting with it and what features they are using when
they are ready to buy versus just exploring your company. Think about
what your customers are doing when they are browsing on their mobile
devices. Consider whether or not your customers use multiple devices
before making a purchase. There may also be a few other conversion
paths your customers take that you haven't considered yet, but they
should be included in your measurements when drafting a mobile
strategy.
Finally, work with your team to assign values to these new kinds of
conversions. We have a long way to go before measuring by mobile
is perfect, but there is a lot that can be done in the meantime to get
an estimate of its ROI. After that, you can get creative with some new
mobile strategies that you can incorporate to increase your conversion
rate. But first, concentrate on pinpointing your customers' paths so you
can quantify your mobile strategy.
