December 1, 2012
By Kelly Liyakasa,

Is Your Web Site Optimized for Mobile Devices?

Moving Deeper into Mobile

In addition to justifying a use case and ROI for mobile, companies that wish to get into the mobile game must be aware of its limitations. Under ideal circumstances, marketers and retailers want to engage with their customers and cultivate a one-to-one relationship while taking into consideration CANSPAM and privacy regulations, according to Mark Bower, data protection expert and vice president of Voltage Security.

With issues related to behavioral advertising and do-not-track policies coming to light, companies are adhering to better calls for security by establishing what Bower calls a "secure channel under the consumer's control" by implementing smartphone email encryption, a practice that banks have championed over the years for secure transactions.

As Bower points out, companies that can develop a direct relationship with the customer, as a trusted and secure provider of specific, targeted, and private offers with instant feedback and acceptance capabilities, will be the ones that will succeed in mobile customer interactions.

According to Oracle's Andrews, mobility has served as a catalyst in forcing retailers to think about unifying their cross-channel efforts while emphasizing consistent customer experiences. (For more on cross-channel support, read the feature story "Piecing Together Multichannel Support.") Retailers that view mobile technology as a stand-alone interaction channel will ignore a tremendous opportunity to connect with customers.

"To deny that the mobile device is an important part of a consumer's retail journey is ignorant," concurs Hanlon. "There are plenty of upsides if it's done correctly. It's much more than a mobile strategy. It's a key plan of your marketing strategy. They're all interconnected. Don't think of these in silos."

Mobile Commerce Dos and Don'ts

Optimizing your mobile site or developing a native application is no simple task. There are security considerations, as well as device-specific functions, to consider. Several mobile experts weighed in on what companies can do to embrace mobile rather than shy away from or prolong the process of implementing a strategy.

Don't take a cookie-cutter approach. Some companies make the mistake of simply cloning online information without considering that consumer behavior on the mobile phone is dramatically different, according to Joyce Chen and Viral Shah at Acxiom Mobile.

Justify mobile ROI with consumer insight. If it is implemented correctly, the investment may level out (or be absorbed into) normal operational costs, Chen and Shah state.

Consider security. Create a military-grade security infrastructure, while maintaining user-friendly design. Hire the best user interaction designer to design the security setup interaction, Chen and Shah suggest.

Utilize mobile wisely. "Once someone has discovered your brand through search, referral, or a marketing message, and they download the app, this may indicate a loyal customer. The app can be a great way to maximize and monetize that loyal relationship because it's in a controlled environment," says Jonty Kelt at Group Commerce.

Use showrooming to your advantage. "Use devices to reinforce a purchase from a store," advises Tim Hanlon of Vertere Group. Retailers can't outlaw smartphones inside their stores. So "whether it's generating a QR code or some promotion code or incentive," Hanlon says there is a world of opportunity to get customers to buy in-store while using mobile devices as the driver to get them there.

Associate Editor Kelly Liyakasa can be reached at kliyakasa@infotoday.com.