How will marketing change as mobile approaches "first screen status?"

By Tomás H. Lucero

It may not be there yet, but mobile is well on its way to achieving first screen status.

This year the quantity of searches on a mobile device are set to surpass that by desktop. Furthermore, Google has announced that it will begin penalizing company websites if they’re not optimized for mobile technology, according to Click Z.

Related Story: How Mobile Money is Changing the World

Click Z also reports that, according to comScore, out of all the time consumers spend in online retail, two-thirds of it happens on a mobile device. Marketing departments have a daunting challenge before them: If consumers are spending increasingly more time in all-app environments, how can marketers find them to create a conversion?

Click Z proposes “continuous optimization.” This approach relies on analytics to monitor every touch point a brand makes with a customer. It is based on the strategy, articulated by James McCormick of Forrester Research as “learning from each moment the customer digitally engages with us, to improve the next.” According to Forrester, brands need to practice the following to integrate “continuous optimization.”

Related Story: Ten top predictions of mobile device trends in 2014

Use multiple techniques to test, learn and target: It’s important to have segmentation strategies across multiple channels.

Leverage optimization techniques in all digital interactive channels: Currently, companies are excessively focused on the web. They need to start channeling more energy towards mobile.

Optimize the experience of customers at every point of the customer life cycle: This cycle has anywhere from five to ten stages, depending on who you ask. Settle on the model that makes most sense to you and set up mobile moments for the customer at each stage.

Related Story: Americans Rate the Best and Worst U.S. Mobile Banking Apps

Like us on Facebook, follow us on Twitter!

Read our latest edition - Business Review USA 


Featured Articles

Top 10 cybersecurity specialists in the US

As cyber attacks grow in frequency and become increasingly sophisticated, Business Chief looks at the top 10 cybersecurity specialists in the US.

Silicon Valley Bank collapse: How did we get here?

US authorities have stepped in to protect all Silicon Valley Bank customers following the second-largest bank failure in the country's history

Top 10 best new leadership books by women to read in 2023

To mark IWD, here’s our pick of the best new leadership books – all penned by impressive women at the forefront of the ever-evolving world of work

Eight of the best business leadership podcasts

Leadership & Strategy

CEO John Pagano, leading Saudi Arabia's Red Sea Global

Leadership & Strategy

Top 10 female CEOs according to Fortune’s Global 500 list

Leadership & Strategy