We are becoming an increasingly mobile people. We are less tethered to our computers in our homes and offices and this has some major implications on how we do business. Wireless Internet is becoming more available in the public square, allowing us to go online from our laptops just about anywhere.
Add to that the growing use and capabilities of cell phones, particularly smart phones and the iPhone. Pretty soon there will be almost nowhere where we can’t get online in some way, shape, or form. The Mobile Access 2010 report from the Pew Internet & American Life Project offers more on our increasing reliance on mobile connectedness.
But what does this mean for businesses?
1) We can conduct business anywhere – We might have a brick and mortar business, but we can conduct business even when we are out on the road. Write and respond to emails. Post updates to social networks like Twitter and Facebook. It’s even possible to blog while on the road. In some ways this may mean we are working “more,” but in other ways it can make our time more efficient. Not that we want to be working 24/7, but we do have the ability to respond and engage at a moment’s notice, regardless of our location.
2) Think “mobile” optimization – Is your website optimized for the mobile web? If not, and users can’t access it easily from their cell phones, you’re missing out. Also, apps for the iPhone and other cell platforms are extremely popular. Are there any apps you can create? If not, are there apps related to your business category that you can promote or partner with? Regional or local apps? Anything that makes the mobile web experience easier AND points people to your business is a plus.
3) More mobile marketing – Consumers are no longer tied to home computers, and with smart phones we can reach them and market to them where they are. Mobile coupons and deals, apps, maps, and more all make it easier for us to reach them when they might be just outside our doors.
4) Geolocation is more important – Foursquare is king, but services like Gowalla, MyTown, Yelp, Twitter Places, Google Local, Whrrl, Loopt, and more, are upping the ante. As people check in to our establishments, they can let their friends and peers know. We need to take advantage of this.
5) Mobile search – Google is thinking more in terms of mobile, and searches will become more relevant as people search from cell phones while out on the road. This makes the challenges of SEO and getting found (inbound marketing) more important.
6) Near Real Time Engagement and Feedback – If someone has a bad experience at your restaurant, they don’t have to wait until they get home to tell their Social Network (during which time they might forget or lose interest). Remember Kevin Smith tweeting during his unpleasant Southwest Airlines situation? Complaints can happen while a customer is still in your store. All the more reason to provide great customer service. But most customers at most businesses are happy. We need to find creative ways of encouraging them to praise us on Social Networks while the good experiences are still top of mind.
7) Multimedia – Mobile isn’t just about texting, calling, or even surfing the net. Cell phones are also for picture and video taking. This means that we can be at events and still post these sorts of things on our social spaces, and it means we can solicit, and even expect, the same type of interactivity from those who visit our businesses or attend our events. User generated content doesn’t just have to be words.
And as technology improves, not only will mobile usage increase, but the capabilities of mobile will expand and offer us more flexibility. It’s a double edged sword. Businesses will have greater avenues and capabilities at their disposal, but consumers will also gain more control. If both sides are grabbing for control of the mobile web, there will be a very delicate balance of power. We need to make sure we’re getting our message across while allowing users to maintain a certain level of control.
Are you ready for the mobile web?
[...] This post was mentioned on Twitter by Ken Mueller. Ken Mueller said: New Post: 7 Ways Businesses Need to Think About the Mobile Web http://bit.ly/d4qKMK [...]