What you need to know to create a successful mobile strategy

First of all, mobile is not a strategy.

Mobile is the mechanism that allows you to do something else. That something else is your strategy.

Mobile enables, accelerates or improves your strategy.

It’s all too often that business owners, marketers and bloggers talk about a mobile strategy being the fancy app or the decision about responsive web design versus mobile site. Those questions, although important, are tactical not strategic.

I’ll illustrate the difference and how you should think about a mobile strategy using three examples from companies who are using mobile well.

USAA: Using mobile to solve the deposit problem for online banks

Disclosure: I don’t know who first used mobile deposits, but I like USAA so I’m using them.

Problem: One of the challenges that online only banks have faced since their inception has been depositing checks. The inconvenience, security concern and delay of mailing a signed check forced many to keep an account open with a second brick-and-mortar bank. Or not move to an Internet only bank at all. A very serious challenge to this industry.

Solution: Banks such as USAA allow customers to take a picture of the check via their smartphone and deposit the check immediately.

Strategy: USAA’s strategy is to offer “industry leading service that puts our membership’s needs first.” Using a mobile app is the tactic that allows them to solve a huge member need.

Take-away: Use mobile to solve an industry problem that slows customer adoption.

Tesco: Reaching consumers by solving their problem

Problem: Tesco wanted to penetrate the South Korean market but lacked the storefronts to do it. Korean shoppers also had a problem though – too much free time was spent on shopping for food.

Solution: Tesco created a virtual store in the subway allowing commuters to scan QR codes with their smartphone while waiting for the train in the morning. The order would then be delivered direct to the consumer’s home that evening. The results? Online sales went up by 130% in 3 months and registered app users went up by 76%.

Strategy: Tesco’s strategy is to bring “the best value, choice and service” to consumers. Using a mobile app is the tactic that allows them to offer service and value when they could not otherwise.

Take-away: Use mobile to create a sales channel that customers will value.

Lowes: Engaging consumers by living their brand

Problem: With almost every company, brand, cause and cucumber rushing to be a part of social media, it’s very difficult to differentiate yourself while providing something of value to consumers that isn’t completely self-focused.

Solution: Vine allows people to use the camera on their smartphone to create six second videos easily, quickly and at no cost. Lowe’s digital agency has created #lowesfixinsix where they create six second videos teaching useful DIY tips for easy fixes around the house. Lowe’s has received a lot of earned media for this program.

Strategy: Lowe’s strategy is to help you “never stop improving.” Using a mobile platform at no cost is the tactic that allows them to live their brand and engage consumers in a customer-focused way.

Take-away: Use mobile to engage and provide value to customers. No strings attached.

Creating your own mobile strategy

Hopefully you’ve noticed the pattern above. The business’ strategy comes first. Then, I show how mobile is used as a tactic to solve a problem impeding the strategy.

Mobile is about solving customer pain points, improving industry mechanics, reducing process times, providing value, etc.

To get you started, here are some questions to ask yourself: