Given the rising stakes, brands seeking to build effective mobile content and marketing strategies need to meet a series of requirements across mobile site, apps, and marketing platforms.
Mobile site: Offer basic features such as account sign-in, store locators, search bars, and expedited payments. If you’re really passionate about delivering best-in-class service, invest in features that speed up the browsing experience, like personalized recommendations and auto-complete on checkout pages. These features help consumers easily find their preferred products and purchase them.
Mobile app: Update your app regularly to ensure that it’s still relevant, and invest in marketing on app stores, search, and site properties. Also, tailor your app features for brand followers. Best-in-class brands provide a place for customers to collate coupons, promotions and brand messages. They also make it easy for customers to browse and shop both online and offline through features such as in-store mode, picture scanners, and biometric login.
Mobile marketing: Optimize content for mobile and integrate it with your other owned properties, from stores to apps. Keep email subject lines short: the average brand in L2’s mobile report uses 38 characters. Within search, include internal content links to drive behaviors among both existing and prospective customers. Want to offer best-in-class service? Include click-to-call link on paid search, link email content to apps, and align the distribution of creatives with display ad impressions.