The future definition of “Mobile Strategy” will be obsolete

It is time to eradicate “Mobile Strategy” from the digital marketer’s vocabulary. It can be replaced with two separate entries: “Smartphone Strategy” and “Tablet Strategy”

Mobile Strategy

mo·bile strat·e·gy noun

Obsolete : Once used to describe a single plan centered around an arbitrary cluster of portable devices.

Not all that long ago, having a mobile strategy for your business meant you were ahead of the curve. But hidden in the trend of growing “mobile” usage is something you probably noticed, but didn’t fully appreciate. Smartphone and tablet usage are two completely different beasts.

Why are conversion rates on mobile sites only 30% of desktops? Do people not like purchasing from their phones? Are they “uncomfortable” with it, as is often the argument?

Perhaps… But if this were the case, how do marketers explain the tremendous success of certain smartphone apps like Uber and HotelTonight? And in the case of tablet purchases, how about paid media products like e-books and streaming video?

If the context is appropriate and the device experience matches our immediate needs, people have no problem shelling out money. When ordering a car from the street, the appropriate tool is a phone. When watching a movie at an airport, a tablet. Millions of people are using these services every day without trepidation.

The notion of a one-size-fits-all “mobile strategy” is rapidly becoming obsolete. To remain competitive, marketers must better understand the notion of context. In doing so, they must recognize that two related, but distinct strategies are called for: Smartphone and tablet.

Certain content will engage a visitor browsing from their sofa on a 1o” screen on a Sunday afternoon. But that content simply doesn’t work for the same person on a Monday morning, holding their phone in the palm of their hand on a noisy, crowded train. Confusing these two scenarios, particularly when it comes to strategy, can have a negative impact on how you engage with your customers.

To understand and make the most of each, download our latest white paper: Unlocking The Power of Smartphone Conversions.

It explores differences in user behavior, including:

  • Why open rates for emails on smartphones are skyrocketing in comparison to desktop
  • Why smartphone traffic is not converting the way we’d like it to
  • Why approaching smartphones, tablets, and desktops as separate entities within a single buyer’s experience is so crucial

Armed with these new perspectives, you’ll have a clearer vision of how to facilitate engagement between your brand and your customers. Instead of fixating on making the obsolete concept of a catch-all “mobile strategy” work, you can get back to connecting your products with your customers, regardless of the platform.

Best of luck!

Stafford McKay
Stafford McKay
