What is a mobile strategy?
A mobile strategy is a plan to develop and maintain a mobile-optimized version of your website(s). It allows you, as an organization, to take a step back and ask:
- What is the growth of mobile traffic to our website?
- What key content and sections are mobile users most interested in?
- What content do I need to change or create for mobile users?
- How can I encourage mobile sales and donations?
Will my existing website work on mobile devices?
Most existing websites are not formatted for a mobile device. The images and layout were designed and programmed for much larger screens. Many mobile users are frustrated by non-friendly websites since you need to scroll to access the content and with features that are not mobile compatible. If navigating your regular website on their mobile phone becomes a challenge, then web visitors are not likely to make a return visit!
Can I wait to create a mobile website?
We would recommend against waiting. The US population is over 300 million, and 31% of this population currently has smartphone access. Members of Generation Y (also known as Millennials) who were born in the 1980s and 1990s are quickly becoming a "mobile generation". So if you are not "mobile friendly", you will become irrelevant to this audience. Additionally, Gartner Research shows that by 2013, mobile devices—including tablets and other hand-held devices—will overtake the computer as the preferred method for accessing the web.
Should I invest in a mobile app?
Possibly, although you'll likely want to focus on a mobile-ready website first. Reviewing your organizational goals, analytics, and mobile traffic will give you a better idea if you need to head in that direction.
How does a mobile strategy and development drive results?
Implementing a mobile strategy will drive results by extending your reach, keeping you relevant to the next generation customers and donors, and simplifying the purchasing or donation processes for mobile users. Current statistics show that 3.4 billion people in the world have mobile devices, and 1.3 billion are mobile Internet users. According to 1and1, "28% of mobile Americans would use their phone for purchases, but the companies with whom they do business make it difficult to do so." Therefore, you need an adaptable and flexible mobile strategy that targets your audience with technologies to deliver the best ROI for you.
