Smart phone adoption has exploded on a global scale in an incredibly short space of time. We spend more time on our phones than ever and they’ve become an indispensable part of all our lives.

It’s the last thing we look at before we go to sleep and it’s the first thing we check when we wake. We’ve literally become addicted.

But it’s not surprising as mobiles do more for us than ever before and it’s no exaggeration to say our lives revolve around them, whether it’s keeping track of appointments, managing contacts, keeping in touch, getting around or internet browsing. We even phone people on occasion too!

Smart phones have changed our lives for ever

The use of smart phones has altered almost every aspect of our lives and in particular how we access and consume information. In the US nearly two thirds of adults own a smartphone, many rely on it to provide internet access and increasingly we are buying products and services via our phones.

And as mobile data becomes cheaper and faster, WiFi coverage becomes ever present and the ease of payment becomes even simpler consumers are only going to use smart phones to research, browse and buy even more.

Don’t get left behind

It begs the question if you haven’t got a mobile strategy then how much are you missing out? Some businesses are still lagging behind and are not seeing the huge potential for growing their business. Of more concern they are not seeing the threat to their business by not having a mobile strategy.

But you don’t want to create a mobile strategy for the sake of it and it has to be part of a wider strategy to deliver world class customer experiences.

So where should the focus be?

Make mobile a key part of the strategy

Part of this is understanding who your customers are, how they use your products and services, how they engage with you and how they consume information they send. You also need to think about how you’ll make your mobile content engaging and what the best channels are to get your message across.

Get the basics right

Of course you also need to look at the basics – your website has got to be mobile friendly or responsive. Not only because you want users to have a great experience on whatever device they are finding you on but it’s also important for search engine rankings. Google identifies mobile friendly sites and ranks them higher.

Take this test to see if you’re site is mobile friendly.

Mobile users don’t hang around

Your mobile site has to be quick. Consumers who are searching on a mobile are looking for immediate information and generally are willing to act immediately to.  They have no patience and if they can’t quickly find what they are looking for within seconds they will go elsewhere.

Is an App worthwhile?

If you have a mobile friendly website then having a native App isn’t critical but it does mean you can take advantage of alerts, push notifications and benefit from the other functionality of the particular device. Plus having an App is a constant reminder of your brand or service every time somebody checks their phone.

And don’t forget email

Most people check their emails on the go, on their phones, so emails have got to be mobile optimised, with minimal text and very visually engaging. Any links need to click through to a mobile friendly landing page or website with very clear call to action and a simple user journey and experience.

The key to all of this is to focus on the customer and give them the best possible experience no matter how they interact and engage with you. Every part of the customer journey should be mapped out and your users should be able to seamlessly engage with you through their preferred channel or device.