Mobile is becoming an increasingly important way for brands to deliver enhanced brand experiences that have the potential to delight consumers.
Technology is getting extremely smart.
Revenues are growing fast (ABI research predict $119bn of goods and services will be bought via mobile by 2115).
Internet Retailing recently published a very useful article for any brand that recognizes the potential of mobile and wants to start using it now. It has a common sense checklist when comparing mobile to on-line.
Here are the highlights:
Screen size - means you have to be sure what content should be served (with on-line 90% of page can be irrelevant).
Load times - mobile is generally slower so you need to think about content and number of steps you get users to take.
Mobile vs tablet – may require parallel sites to take into account differing functionality.
Innovative services – like Augmented reality and location based services are powerful but not always relevant.
Personalization integration –the mobile experience needs to be consistent with that delivered by other brand platforms.
It is worth getting it right because it can be a smart way to deliver brand experiences that will delight consumers and thereby drive loyalty and advocacy.
However, get it wrong and consumers will desert you and may even become detractors who use social media to rapidly spread bad news about your brand.
My advice is simple. Start to test and learn as soon as you can.