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Three Elements of a Successful Integrated Mobile Strategy

by Vivek Patel  |  
April 8, 2015

Got a mobile strategy worked out for your business? You should. A whopping 91% of mobile users have their devices within arm's reach 24/7. So, if you don't have a strong mobile presence, you are saying goodbye to this audience.

Moreover, mobile search is set to surpass desktop search this year. If your brand's online presence isn't scoring top position in mobile SERPs of your target audience, you'll find your brand awareness spiraling downwards. It's like your worst nightmare coming true.

Your business needs a clearly defined mobile strategy that strengthens your brand at multiple levels. At one end, it should trigger renewed interest in your brand, and at the other, it must help acquire new customers. If used well, it can improve brand reputation and help you target industry influencers.

But having a mobile strategy is not enough... You need an integrated mobile strategy that aligns with your overall business growth endeavors. So, let's take a look at the contours of an integrated mobile strategy.

1. Brand awareness

Some 53% retailers said mobile was one of the top three initiatives for their business in 2015, according to a survey based report from and Forrester Research. That not only underscores the importance of mobile but also responsive design, mobile apps, and mobile site optimization for spreading brand awareness.

Of the 70 retailers surveyed, the percentage of retailers using a mobile-optimized site and responsive design was 77% and 46% respectively (responsive can be considered a subset of mobile-optimized sites).

The reason why these retailers are stressing mobile is that a large percentage of their consumers expect them to do so. You need to make your mobile strategy a part of your efforts to reach out to a wider audience.

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Vivek Patel is a content marketer at MoveoApps, an Android app development company.

Twitter: @vivekrpatel

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  • by Olivia Wed Apr 8, 2015 via web

    Great article. Mobile continues to climb and anyone not using it as a tool for growth is missing out on a major asset, as well as ignoring the conversion preference of millions of consumers. However, one thing missing is the necessity of having the tools in place to track conversions from mobile. If calls are the new click (and they are), then we need to be measuring calls the same way we do clicks. Call tracking tools make it easy, so that's a no-brainer. But a mobile strategy and call analytics aren't enough for businesses who really want to capitalize on the millions of smartphone users who are using their device to connect directly with businesses. What happens after the call is placed is just as vital: where is it routed? Who is it routed to? How? Are you automating those processes? (You should be.) There are a hundred other questions you should be asking yourself as you approach your mobile strategy, and voice-based marketing automation tools are the answer to almost all of them.

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