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10 questions mobile marketers must ask themselves

I thought I’d share some sage advice from seasoned mobile marketers that I picked up at a recent DMA Mobile Marketing Council event. So without further ado, here are the 10 questions which could help you improve the brand experience of mobile consumers.

1. Is the mobile experience seamless across devices?
The mobile version of the site should reflect the same capabilities as the desktop version. The brand image and customer journey across devices should match. Testing the mobile website and comparing it with the desktop version will help achieve this. In fact, developers say a mobile website renders just about all right on a desktop PC or Mac but a desktop version looks out of place when accessed via a mobile. So may be a mobile-first policy is something brands must look into.

2. Is mobile opt-in being used?
If a brand is looking to venture into mobile marketing, it would be a lost opportunity not to collect mobile opt-ins by getting people to text, scan or submit information to a mobile website or app.

3. Is the brand’s mobile content keeping it ahead of competitors?
An airline app could offer maps, concierge services, parking lot availability, insurance, money exchange and car rental. This would be a value-added service on to top of its ticket booking service.

4. Is there a search tab on the mobile site/app?
It is important to give customers the opportunity to look for content on apps/mobile sites just like they would do on a desktop site.

5. Do SEO links redirect to the correct pages?
If there is a way to make the right links appear on the right devices with the right redirects in place, you must do it. Links to apps on a search should not lead to a desktop site.

6. Is the form simple, easy and quick?
The ‘log-in’, ‘sign-up’, ‘request a quote’, ‘contact us’ forms should not ask for unnecessary information that doesn’t enhance the service/reply that brands give back to customers. Make it clear why you are asking for their details and what you plan to do with it.

7. Are there enough options to contact customer services?
Giving options like ‘click to call’ (no expensive 0845 numbers please), ‘live chats’, ‘request a call back’ and a priority service for mobile callers will give customers the flexibility to decide how they want to get in touch.

8. Can the mobile site/app target and personalise content?
‘Save password’ and ‘remember me’ options should be available. Customers must also be able to select or change their preferences. With customers’ permission, do track their cookies and use them to enhance the customer experience.

9. Is the mobile site/app integrated with social media?
Make sure that brands’ social media icons are present on mobile site and apps and also activate social sharing directly from the site/app to their social networks.

10. Is there a mobile strategy in place?
If you are running a hotel chain, would it be better to have a one-stop website and app for all properties or do you want to invest in separate websites and apps for each? Is your mobile presence for acquisition or retention or both?

Yashraj Jain, Research Executive, DMA

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