Establishing A Responsive Company Presence on Mobile Devices


In this post on July 11th 2012 Google said this:

Customers are searching for your business from their mobile phones, and you need to engage them with a mobile experience designed for completing on-the-go tasks from their small screens.

A few years ago ‘mobile marketing’ referred to the somewhat complex business of sending SMS messages to owners of mobile phones and hoping that they didn’t get too annoyed by it. The game has changed. It is now UNTHINKABLE for any business to not have a mobile strategy.

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Not Serious About Mobile? Read This.

Google has got more to say about the importance of “mobile”:

Our programmers are doing work on mobile first. We’ll still have a desktop version, but we’ll also have one on a high-performance mobile phone. The top programmers want to work on mobile apps. Phones are so much more personal and satisfying. The phone is no longer just a phone, it’s your alter ego – it’s fundamental to everything you do.

Eric Schmidt, Google CEO

The internet is going mobile on a massive scale, and at a rapid rate. Do you know what type of company Google is? You may think you do, but did you know that Google refers to themselves as a “mobile company”. The above quote from Eric Schmidt shows how they define their core identity now.

Websites Are So Naughties

Most businesses are still proud of the fact that they have a website. The truth is a website was the biggest digital marketing requirement last decade. The web as we have known it is currently in decline. While more people globally are still going ‘online’, they are doing it in a different way. The new web is not a collection of independent websites, but application-based. The reasons for this shift are many and varied, but the reality is that it is happening.

Did You Know?

    • 79% of smartphone consumers use their phones to help with shopping, from comparing prices, to finding more product info, to locating a retailer – Google.
    • 70% use their smartphones while in a store – Google.
    • 77% have contacted a business via mobile, with 61% calling and 59% visiting the local business – Google.
    • There are now over 700,000 apps in the Apple App Store, to become 1-million by 2013.
    • Half of smartphone users access apps 10+ times a day.
    • Over 20,000 apps are downloaded every minute.
    • 40%+ of mobile phones in UK are smartphones, in the US is it 50%+ (Nielsen)

U.S Smartphone Penetration

U.S Smartphone Penetration

How Mobile Apps Attract More Customers

In this age of shrinking concentration spans and the desire to be entertained, mobile apps are an uncluttered way to market to prospective and existing customers. With an application you can control the environment and everything the user sees and experiences.  Businesses that attract the interest of potential new customers are the ones that are memorable and stand out in some way. Mobile applications have a great way of achieving this, because so few small and medium sized businesses are making use of them.

Point To Consider:

Do not underestimate the power of novelty factor. Of course your app will deliver value and not be purely for novelty, but apps themselves have a novelty factor at the moment. Novelty attracts attention, and when you have that attention from your target audience you can direct it to whatever you want to tell them about your business.

Mobile Marketing Possibilities : ‘Become’ An App

For a start, an application can be a “web app”, which means it can display any mobile-optimised website within the application, exactly as it would normally appear in a mobile web browser. This means that anything that can be done in a website can be done in a mobile application. This opens up countless possibilities.

There is also the option of creating a “native app”, which can make use of the native functionality of the mobile device itself. Such functionality includes GPS, accelerometer, touch screen, etc. This open up countless further possibilities for user engagement, on both a functional and entertainment basis.

The graph below (from Flurry) demonstrated how mobile users are now spending more time using applications each day, rather than mobile web browsing


Mobile Apps vs Web Consumption

Mobile Marketing : Form and Function

In the post from Google on 11th July 2012 that is referred to above, Google says this:

…. a mobile user might need to quickly find your phone number or directions….a tablet user might want a simpler way to make couch-surfing purchases. A site built using responsive design could prioritize click-to-call and click-to-map buttons, while the tablet site would focus on simplifying the shopping cart.

So how could your business use a mobile app or mobile website? It is time to consider how mobile can deliver user responses that lead to more results from your internet marketing.

Functionality : What Can You Do With An App?

Here is a non exhaustive list of popular functions that can be performed with an app – which ones could be used to enhance your marketing strategy?

    • Deliver mobile coupons
    • Maps: position and directions
    • Click-to-call, click-to-email or click-to-text
    • Instant push messaging
    • Display videos
    • Display social and content feeds: blog RSS, Facebook, Twitter, YouTube, etc.
    • Convey information content
    • Display business details: contact, address, opening hours
    • Display your pre-existing mobile website
    • Custom HTML
    • Display reviews
    • Notify of events, updates, business news, special offers, etc


Form – How Do You Design A Mobile Experience?

 Taking Your Company ‘Mobile’

We create mobile applications to suit all budgets, and can help with marketing your application to your prospective and existing customers, as well as develop an ongoing marketing plan to allow your app to unlock its full potential for your business going forward. An app is not a business strategy in itself, but it is a powerful enabler of a well-constructed marketing strategy and set of goals.

How We Develop Your Own, Affordable Mobile App

Having a mobile app simply for the sake of having one is not a wise strategy, even though the reasons for having an app are many

    • The first and most important step is to decide what your goals are before building your app
    • We help you identify the key benefits an app can offer to your specific business, according to your type of products/services and required customers
    • Using our in-house team, we facilitate designing the required functionally of your app.