It’s no secret that mobile technology is a major influencer in shaping how companies advertise and conduct business. Every good business model makes sure to incorporate mobile technology into their marketing mix – if they are smart. While internet usage is up and the use of smartphones and tablets, there still hasn’t been a definitive formula that works well when determining how effective mobile technology has on a business strategy. The way consumers view things and interact with companies is continuously changing to a mobile market, but knowing in tangible numbers how well your strategy is working is key in determining how well your current strategy is working and the viability of how well it will work in the future.
Facebook and applications like Groupon have shown that you can benefit from mobile technology and the availability of your company being online, but brand advertising is a well-oiled niche that you must learn to master well, especially in industries like self-storage. Your mobile platform must speak volumes to your audience and go far beyond being user-friendly. Your mobile platform must add value, convenience and reflect your investment into progressing the company.
A good way to assess your effectiveness is to start from the beginning. Getting the opinions of your end users is important. Have you done your homework before starting a mobile campaign? Knowing your audience goes far beyond experimentation. You need to know what your customers want and need in a mobile platform to make a difference. Savvy mobile users can tell you exactly what they need to see that will make them want to engage your site and continue using it. That’s a great way to start and should start to formulate a basis on how you allocate resources and spend money on promoting a mobile option that will in turn monetize your vision.
According to Forbes magazine, companies need to do the following:
- Understand how their consumers view and understand their messages.
- Build defined analytics into their marketing efforts.
- Build in-store or online opportunities.
- Differentiate mobile marketing from mobile advertising.
When creating your mobile strategy, think about the incentives a customer looks for when using mobile technology. If you are an online-based company, how can your consumers immediately benefit? How are you communicating your messages and what are they conveying? Once you figure this out, you will have a better understanding of how to properly assess what is working. Hits on your site give half the story. If your site is not being optimized and eventually monetized, then you need to rethink and revamp your strategy.
Once you understand the intricacies of your end user and apply their wants and needs, you can make a better assessment of how to increase your bottom line. The ultimate prize is within your reach, you just need to learn how to make tangible plays. Again, start from the beginning. Good research could save you a lot of time and money to protect your investment.