Ben Wise on Branding

Watching the world through the lens of the brand

Get Your Brand Ready for the Mobile World

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The future of the internet is drastically changing with the rise of mobile applications. Initially, mobile internet users were simply surfing the internet on a mobile browser. For many users this is still the case. However, with the growth of branded applications, the web browser (and with it regular web sites) is quickly declining in importance.

On a day-to-day basis, how many web sites do you actually go to? Most people could probably count them on their fingers. Email, social networks, Wikipedia, a couple of shopping sites, and some news/blogs. For most people, that is it. And each of these sites and sources, along with thousands more, are developing mobile applications to cut out the middle man, aka the web browser.

What does this mean for brands?

The changing use of the internet will have a profound impact on how brands target, reach, and interact with consumers. Here are some things your brand should be thinking about to adapt your digital strategy:

  • As the importance of search declines, how will your brand reach consumers? How can you ensure that your brand is represented in a consumer’s portfolio apps?
  • Who do you target with your mobile apps? Different segments will invariably have different needs. How do you make sure that your app delivers to each segment?
  • If you have multiple branded apps (which most major brands probably will), how you do make sure that each consumer has the app that is right for them?
  • How do you want consumers to interact with your brand through mobile applications? This is a crucial strategy question. The answer should drive pretty much every aspect of the development of your mobile apps.
  • Despite a decreasing use of regular web sites, consumers still want the connection that all of these sites provide. How will you integrate your mobile platform into the wider digital world to provide functionality to your consumers?

The digital revolution that is being driven by mobile applications offers tons of opportunity for brands that can answer these questions.

What do you think? Is your brand’s mobile strategy ready?


Written by benwisebranding

March 30, 2010 at 7:34 pm

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