We as marketers are tasked with a major challenge in this era–to meet our customers exactly where they are with exactly what they need in that moment in time. It’s challenging to say the least, especially with the knowledge that omnichannel strategies are crucial to maintaining good customer relationships. But let’s get one thing straight–omnichannel does not necessarily mean omni-device. If we’re truly looking to create a cohesive customer experience across all channels (social media, email marketing, digital ads, etc.), we need to focus on making sure that experience is consistent on the device that your customers always have on hand–their smartphone.
Omnichannel, One Device
Think about it: your customers are typically on-the-go. Unless you’re offering a product that is going to be a significant purchase for them, odds are they’re researching your product on their smartphone while they’re in line for coffee or on their lunch break. That’s why it’s high time that we start putting a mobile-first focus on how customers are consuming our omnichannel strategy. Here are a few places you can start to implement a mobile-first mindset in your mobile strategy:
- Digital Ads
Your digital ads must have mobile-friendly landing pages, at the very least. At the very best, they should be Progressive Web Apps. Retail brands like Trivago and Lancôme have seen some crazy-good conversion rates when they switched their eCommerce sites over to PWAs (like 97 percent increase in conversions good), thanks to the speed and SEO benefits that only PWAs can provide.
This one is self-explanatory, but definitely needs a mention–your customers are connecting with your brand on social media. And with 80 percent of social media time being spent on mobile, you have to make sure your campaigns are mobile-centric. Are your videos captioned for on-the-go scrollers? Are your images optimized for mobile loading? Are you tailoring your messaging for different channels, but keeping your voice consistent? It’s a lot to consider, but a good social presence pays off big-time for your brand.
- Text Campaigns and Messaging
Text campaigns aren’t going anywhere. More than 94 percent of text messages are opened within 3 seconds and consumers report that they still love the option to receive notifications from the brands they opt-in for. But SMS isn’t your only option for mobile messaging. Now, you’ve got a plethora of messaging methods to choose from that fit even more seamlessly into your customers’ day-to-day mobile interactions, like Facebook Messenger, RCS, and Apple’s Business Chat. Whether you choose to explore chatbots or beef up your support staff, make sure you’re providing a consistent experience across all messaging platforms.
- Email Campaigns
If you look at your own email habits, odds are high that you check your inbox on your phone while you’re running in between meetings. Your customers are doing the same, which means your content should always be mobile-friendly. Keep subject lines under 40 characters, make sure all hyperlinks lead to mobile-friendly pages, and think about implementing a “fluid hybrid design” technique to make sure emails look great on all form factors.
- Mobile Apps
Obviously mobile apps are a great way to keep customers close throughout their whole journey; You can re-engage with push notifications, give them resources to use in every moment of their customer journey, allow them to actually purchase your products, and more. But sometimes–and this is a hard pill to swallow–customers just don’t see the value in your app, and they’re not going to download it. And if they do download it, they’ll typically end up deleting it if they don’t see the immediate value. Take an honest look at your app strategy and you don’t see your customers needing to engage with your brand at least weekly, then a Progressive Web App might be your best option. It gives you the opportunity to engage with your customers with app-like features (think: push notifications, camera integrations, geolocation), but won’t require them to download it through the app store.