Where are the PC traffic? No hurry, you can fix the "moving moment" of consumers

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Consumers are thinking in terms of mobile "moving moments," so you need them too.

For the current enterprise, this is a special and dangerous period. On the one hand, there are very big opportunities now. We are in the midst of a major shift in how we build relationships between consumers and brands. A lot of people have told me that their current site traffic is more from the mobile side than the PC side. The outlook for the mobile side is redefining the relationship between customer and brand loyalty and market share. Companies such as Delta Airlines and Starbucks are focused on serving customers with value and convenience apps. and USAA insurance companies are becoming an indispensable part of their own consumers.

The rapid development of the mobile era, more and more opportunities, resulting in many enterprises in the face of the opportunity to be unprepared. I've heard people say that they want to seize the opportunity in the mobile wave, but they have not developed their own expertise, nor understand the concept of customer and market demand. Just like the previous generation of marketers, naïve to put their product introduction on the network, and this generation of marketers, is to put their own site to the mobile end. I've talked to people who have moved around in big companies, but more often, they don't have the exact mobile strategy.

This is the flaw in Mobile strategy: the huge gap between unlimited mobile opportunities and a lack of corporate vision.

You need new ideas to solve the problem. Here are some tips to let you know how to get started.

First of all, change your concept of movement.

Customers ' perceptions of mobility have changed. They will think in terms of "moving moments"-that is, when they want to know their bank balances, whether it will rain tomorrow, who wins the World Cup, and whether their friends are updated on Facebook, is called moving time.

You have to understand their relationship with you.

If you sell power tools, can you give them the right answer when they don't know which screws to make (Stanley did it)? If you are a financial, can you help them solve problems when they need a deposit check but don't have time to go to the Bank (Bank of America)? If you sell baby supplies, can you let them sleep while they are crying?

The point is to stop thinking about what's on your website and start thinking about what the consumer's "moving Moment" is. Changing ideas is the biggest challenge to marketers, and it is important to understand where the opportunities are.

Second, find your place in the wave of mobile development. Mobile may become the face of the company when facing the consumer.

If companies and customers have formed intimate relationships, such as travel or insurance companies, you may already have your own mobile apps developing. As marketers, you have to make sure that these mobile apps can showcase the best qualities and characteristics of your brand.

But if your brand builds relationships with customers through subscriptions or brand loyalty, such as retailers and media companies. This will be a good opportunity to use the "move moment" to create your own sparkle. If you don't have a relationship with most customers, you should take the opportunity to create "moments" to build relationships with consumers. For example, the Colombian outdoors has created an app for climbers and outdoor sports to teach you to tie knots.

Defects in the process of creating a strategy can lead to panic and short-sighted decision-making. Don't miss the opportunity in the mobile wave, be sure to catch it. If you switch to mobile thinking now, you are at least one step ahead of those who are still struggling to move and what they mean.

Author: Josh Bernoff (Choshi Benove), an authoritative researcher on social networking, the main work "public unrest: the Internet tsunami." He served as Vice president and principal researcher of Forrester, a research firm.