‘If your business does not have a mobile strategy today, it will be left behind.’ 

So say all the marketing pundits, and reviewing the latest statistics, I can’t help but agree. The implications are clear - if you're not able to reach your audience through mobile search or display, or you're not providing a satisfactory mobile experience you will miss out compared to competitors who are. Responsive screen and vertical adaptations to horizontal are no-brainers. We are talking about web presence specifically, not mobile apps. That is a topic for another day.

While mobile digital media time in the US is significantly higher compared to desktop, there are subtle nuances that need to be taken into consideration. For example, more time is spent on checking email and on social media networks on smartphones, as opposed to being on the Internet to do general enquiries. Research on various sectors, like media and entertainment, retail, travel and hospitality, automotive, telecoms, financial services and technology is conducted more often on laptops, iPads or other devices over a mobile phone. It is clear then, that to focus only on mobile, or not paying as much attention to other device access, is risky – a clear and balanced approach is required.

Even then, this is no guarantee that the strategy, though thoroughly investigated before adoption, may remain relevant a year, six, or even two months down the line. The strategy and implementation need to be flexible, and constant monitoring, learning and adaptation is essential. Learn – unlearn – relearn – a theme I based a previous blog on, is critical in mobile strategy. As quickly as mobile phones themselves are upgraded and new technology is introduced, so too, does one’s strategy needs to be considered.

Monitoring has to be multi-pronged. Keeping one’s finger on the pulse of industry- and sector-wide information and statistics must be supplemented by one’s own SEO and other data analysis. Often, information and statistics are gathered by the marketing department or other gatekeepers, but unless these are critically assessed in terms of what aspects of the strategy implementation is working, how does one plan the way forward? Do not make the mistake of simply recording the number of hits, number of sessions, average length of time for a session or how the majority of the visitors landed on your web site. Understand too, how statistics differ between mobile and other device access. Ultimately, though, one has to interpret and respond to the data, by adapting in real-time what is working and changing what is not, to maximise your web presence. 

 Quick checklist

· Make your web site easy and user-friendly. Allow sufficient information,  entertainment and functionality for them to complete their objectives quickly  and smoothly

· Measure effectiveness of your site on all devices, and keep measuring,  monitoring and responding

· Ensure consistency in design, functionality, and domain name across      devices

 If you’re wondering why your mobile marketing strategy and policy are not giving you the results projected, it’s time to assess and adapt.

Raashida Khan is passionate about integrating strategy and implementation to ensure responsive real-time adaptations to marketing strategy.

References:

http://www.smartinsights.com/mobile-marketing/mobile-marketing-analytics/mobile-marketing-statistics/

https://developers.google.com/webmasters/mobile-sites/get-started