It’s elementary, my dear Watson. On mobile, keep it simple, in context and in the immediate moment of need
Mobile offers a unique marketing opportunity that enables brands and marketers to interact with their consumers in the closest proximity to user intent and action.
Mobile users are different than those searching on the desktop. With a shorter attention span and world full of distractions, immediacy of finding information, high relevance of content and ease of making a quick decision are some expectations of a mobile user.
Successful marketing is simply about making it easier for consumers to get the things they want, when they want it, and in context.
On mobile, brands and businesses today have the opportunity to use information on user preferences, geolocation, app usage etc. to offer personalized recommendations to the customers in their immediate context. Contextual information about the user is becoming the core driver of innovation today. The Internet of Things that’s one of the most trending topics of recent years is all around this concept of intelligent technology communicating with each other to assist users to complete actions or predict intent. Technically defined as: “a network of physical objects that contain embedded technology to communicate and sense or interact with their internal states or the external environment.” (Gartner Inc.)
The more we know about what, when and where our users are searching for something, or taking it a notch higher by predicting a user’s intent or actions we have the capability to present better and highly relevant content in the exact moment of need. That’s context.
In the Moment
When they need it, they need it right then. Finding relevant information on mobile whenever and wherever is a demand and expectation, if you cannot provide that information fast enough then there is a high probability that your audience or customers will leave. It can be a challenge but also a huge opportunity for technology to cater to the demands of mobile users in their ‘mobile moments’.
Search, action and conversion happens in a fraction of time on smartphones as compared to a desktop or even tablets Research shows that 70% of mobile search leads to action within an hour. Including an easy and clear call-to-action in marketing campaigns or applications will make consumer interaction on mobile more effective and give you a competitive edge.
Ease and Simplicity
Success of any application, platform or a marketing campaign lies in giving its users a positive and meaningful experience.
“The single biggest driver of stickiness, by far, was “decision simplicity”—the ease with which consumers can gather trustworthy information about a product and confidently and efficiently weigh their purchase options. What consumers want from marketers is, simply, simplicity.” Harvard Business Review’s Corporate Executive Board’s survey report of more than 7,000 consumers and interviews with hundreds of marketing executives and other experts around the world.
Creating an easy path to decision is the best path. Perhaps the best example is the “two tap rule” as defined by Yahoo’s Marissa Mayer.
The test for the rule is simple, says Mayer: “Once you’re in the app, is it two taps to do anything you want to do?” If yes – the app is a go. If no, it’s back to the drawing board.
We’re glad to be following and implementing the two tap rule on our platform where you discover what you want in one tap and complete an action in another!
It’s quite evident from what we see around that a positive connect happens when users find information in context, immediacy and with ease. The aim to delight consumers in their journey is an essential element to success.
About Xploree: Xploree is the industry’s first user-initiated, hyper-contextual, platform with language intelligence that conveniently connects mobile device users with brands offers and services in the exact moment of need. Xploree predicts a user’s needs and delights them through their journey across applications as they discover most relevant content, apps, deals and services.
Contact us at firstname.lastname@example.org to know more.