How Your Brand Can Create an Enviable Customer Experience for Mobile Web Searchers
We've all heard how mobile is transforming the web experience, reshaping the landscape for marketers, brands and consumers.
As marketers, we now have to account for how our content will be accessed and consumed on mobile devices, whether that's a phone, tablet or phablet. As brands, we realize our efforts will be judged not only on how well or high we show up in the SERPs, but also on much we can delight the on-the-go prospect who needs information that's (a) fast, (b) accurate and (c) available from any device.
As prospects and consumers, we've come to know and value customer experience in large part because brands that use mobile to deliver what we need when we need it and in a way that's easily consumed, have earned our attention — and maybe even our dollars.
But that's where the similarities seemingly end. Marketers and brands seem to get so wrapped up in the technology (responsive design, anyone?) they forget that, at the end of the day, prospects want what they want right now — in the easiest-to-access way possible.
I've come to believe that, while marketers appreciate the overall value of mobile, they have yet to realize how, for customers, it's all about what it allows them to accomplish.
At the customer/end-user level it's not about mobile-friendly or responsive design; it's about creating an enviable customer experience, one web searchers will reward you for with traffic, brand mentions and conversions.
I was alerted to the prominence of mobile phone use by noticing how many people sit staring at their phones while out at dinner, even as family members and friends are seated all around them. "How rude," I thought. Then I realized it wasn't only the people at restaurants; it's people everywhere: walking down the street, driving (sadly and dangerously), sitting in movie theaters, at work, even texting while they talk on the phone.