This is the second post in my Thursday Mobile Series. Read the first one here.
Though this point is related to continuity, it’s more about deeply understanding how and why encounters with your brand via mobile are different from a non-mobile experience. For example, 50% of mobile search queries have local intent, which means brands with brick and mortar locations better make sure their Google Local listings are up to date. Optimizing your mobile site and using mobile Adwords campaigns (good things to do whether or not you have a retail location) also will help your brand get found on mobile devices.
Beyond search, think about how the in-store experience can be enhanced by mobile technologies (and the infrastructure that supports them, e.g. free wifi). Have a retail clothing location? Next to selected items, provide links to a photo album of the item being worn by real people, ideally with other items from your store. Have a coffee shop? Provide links (and even QR codes—done correctly they can be effective) to videos of how coffee is made or a short guide that explains the differences between a misto, a cappuccino, and a latte. Even a service-oriented location like a banks or doctors’ offices can provide extras—messages from employees or helpful information.
Why should brands consider spending resources on mobile experiences? They increase time in store, they showcase the brand as an expert or resource, and they increase the emotional bond with prospects and customers right at the point of sale (or service) by providing the right experience at exactly the right moment. With so many options to buy online, the in-store experience has to provide something that Amazon can never touch despite its convenience.
But mobile usage doesn’t occur solely outside the home either, and the popularity of second screening is proof. For large brands with big budgets, mobile advertising, landing page optimization, and social media campaigns can enhance TV advertising. It’s no longer solely about who can buy the most air time; the marketing battle is about who can most effectively capture share of attention.