Engaging The Customer On Their Terms
Every brand wants to be in every customer’s pocket.
However, how do you know that you’re going about it the right way? We’ve moved from a “the customer is always right” product adage to a marketing orientation of, “Engage the customer on their terms, not yours.”
I came across an article recently where it was noted companies were specifically asking their web designers to deliver iPhone/Apple iOS -friendly websites. Executives request iPhone-friendly sites, because it’s likely that they themselves are using iPhones, which is fine.
However, requesting something just because it’s in your phone isn’t always the wisest approach. Whatever’s in your pocket isn’t necessarily a platform that’s in your customer’s pocket.
Here is what’s in the pocket of consumers today:
Even in 2010, when the content development article I’m referencing was written, iOS had only 24.4% of the market, with 41.7% belonging to market leader RIM– yes, Blackberry.
Content developers, project managers, and strategy leads would always do best by their stakeholders to create websites that perform well on their particular smartphone platform. However, in this advanced mobile era, every strategist must keep these comScore numbers in their hip pocket, and develop content that works well on the most popular platforms- regardless of what sort of phone senior management keeps in their pockets.