Many of the main issues marketers experience stem from what can only be called the “Separate Development Syndrome”. When different individuals or departments own different pieces of the activation program, it’s no wonder that the experience can feel disjointed to a consumer.
Tip Number One:
Where possible, try to avoid having two separate agencies or engineering teams (one Web, one mobile) developing two separate products but not working together on what should feel like the same experience. The focus should be on the consumer with the technology being the facilitator to delivering the optimum experience.
Tip Number Two:
This kind of disjointedness is not limited to engineering departments, or agencies. Quite often it is inherent in the structure of the marketing department itself when individuals or departments own different pieces. The mobile group may be responsible for the App or WAP site and the digital group the Web site and microsite strategy. If this is reflective of your structure, try to make sure that both teams work against the same brief, targeted experience deliverable and desired outcome or behavior.
Tip Number Three:
Make sure that you have “mobile with a purpose” versus just to say that you have an App. I so often hear a client say that they need an App. When I ask why, the response amounts to not much more than it would be cool to have one. Quite often they do not even have a viable WAP site yet or what they do have is not cross-platform friendly.
Case Study Example: A recent client who is a large retailer focused on the tween and teen market, briefed us on developing a mobile App. When I asked the CMO via what devices do the current Million plus a month visitors access the current site, they did not know. On further research, we found that over 700,000 of them accessed it via a tablet or smartphone and believe it or not, the current site was not tablet or smartphone friendly. Hence our suggestion to develop a suitable WAP site in the first instance.
Tip Number Four:
Start by taking an integrated approach with a problem-solving mindset. Start with two questions: “Does this make sense for our brand?” and “Does this enhance the consumer experience?” If you can answer yes to both of those questions, you are probably on the right track.
Digital, mobile and social technologies are the glue or even better the critical DNA to brand activation. That being the case, they must be strategically integrated, seamlessly developed and executed and add reciprocal value to the brand/consumer interaction and relationship.