One of my favorite business books is; The World Is Flat: A Brief History of the Twenty-First Century. Written by Thomas Freidman and published in 2005, this book really opened my eyes to how cultures would soon cross-pollinate, how local information could spread internationally and how most importantly, geography could be taken out of any business equation.
To understand what this book represented, I’ll give you a real world example. A friend of mine owned a company called Your Tech Online that was based out of Kelowna, British Columbia, Canada, servicing North America to help consumers who had recently purchased a PC and who required IT support. Steve was in need of Spanish speaking online specialists. Where would you find that kind of expertise in Kelowna? Well, your pool would be pretty limited. But Steve could easily find someone out of Texas who could appear to be in Kelowna but could effectively work 4,000 miles away and service a whole new Spanish client base. This is the definition of a flat world.
Now, with mobile devices added into the mix, the world becomes flat and small. The fact is basic communications and business decisions are now predominantly made in a mobile environment via the smartphone, softphone, tablet or whatever mobile device the user prefers.
If you have not focused your marketing strategy around a mobile environment, your business will never reach the growth potential or the geographical potential it could. Without a mobile strategy, if your business doesn’t outright die, it will become so irrelevant that you will never be considered a serious threat.
So how do you take advantage of the mobile world? Well, there are many ways, but to start with you need to make sure you do the following; a) build your website to be mobile enabled, meaning, it is dynamic enough to be read and searched clearly by desktop or mobile device; b) Keep It Simple Stupid (KISS) an acronym that never gets old. If you are mobile and reading information on your mobile device, then you are multi-tasking. This means, to get your message across, you need to keep the message simple and to the point; c) Pictures, you should use as many visual cues as possible. People, by nature are visual; we remember things more when we see them. Don’t forget, visual also speaks in every language.
So don’t go unnoticed and don’t assume that the product or service you are selling will sell itself. It may today, but that won’t last. If you don’t want to be business-handicapped in a competitive world, build your marketing plan around mobile first, then adapt it to the fixed desktop world. You have a better change of differentiating yourself and staying alive and on top.
What other ways do you think businesses could take advantage of mobile marketing?