All brands today develop their digital strategy based on the product or service they offer, consumption patterns of prospective customers, category trends and competitive dynamics.
Today, for most brands, digital marketing strategy starts and ends with the mobile. Rightfully so, given how mobile as a device has rapidly become a part of all our lives. A device – Never more than 3 feet away from any of consumers we target, at work, home or on holiday. Mobile also provides a great opportunity for consumer discovery on the go and any time a consumer thinks of the need he or she has and wants to check something or buy when they want to.
So mobile first has become a critical and important part of a brand’s digital strategy right from the product development stage to brand marketing to customer acquisition initiatives.
However, many brands today take the mobile first strategy quite literally and focus only on mobile. Not paying any attention to the desktop. As they assume Mobile first to be Mobile Only! Which for a brand is a strategic error? We are too early even in a market like India, despite our rapid adoption of mobile to have a mobile-only strategy. And this mistake brands make who while focusing on mobile marketing which is right, completely ignore or avoid the desktop as a device to build or target consumers with.
A mobile first strategy can be successful, however, it may not be right for all brands and can result in creating consumer dissonance as you leave some consumers out of a path that is still important to them – The Desktop.
Brands need to really understand their customer journey and content consumption habits before finalizing their digital strategy. Today in many consumer product and service transaction flows, the desktop still is part of the customer’s discovery, search or research stage. And ignoring desktop completely can mean that these brands are missing out on these prospective customers. Consumers today use multiple devices as part of the same journey to buy a product or search for a service.
What’s important for web visitors is to be able to find the information they seek easily and fast. So that they can process the information and take purchase-related decisions soon. And consumers are agnostic mostly as to where they consume the information – Mobile or desktop. They do it at their convenience, time of day, on the go or at work.
There are also brands today that make the big mistake of still just focusing on desktop and not putting in much effort into mobile at all. The negatives here for a brand far outweigh one where the brand focuses more on mobile and less on the desktop.
So while being Mobile First is critical for all brands given how consumers are using the mobile device much more compared to the desktop, brands should focus on adopting a Consumer First strategy based on what the consumer wants and Mobile should be at the heart of this strategy. With other devices like desktop playing a role that helps a brand be more discoverable and visible on the internet covering all prospective consumers.
5 Questions you need to ask when developing your digital strategy
- Who is your target audience and how will they discover, search or find your product or service online?
- Will your target segment also find you on the desktop? Why and when would they use a desktop?
- What is the likely frequency of purchase or use of your product or service amongst consumers?
- If your product/service consumption frequency is daily or few times a week, should you develop a mobile app?
- What is going to be the key driver of your digital strategy: Mobile Website, Mobile App or Desktop and why?
And doing this will help brands develop a more cohesive digital strategy, have an effective digital marketing plan, target customers more efficiently and scale business over time!