Create mobile optimized site(s). Whether responsive or adaptive design, make sure users have a good mobile web experience. If you can’t make your entire site mobile optimized or responsive, then focus on those pages to which users will be directed while on a mobile device. For example, the URL in an email that will be opened on user’s phone should put the user on a mobile optimized site.
Take advantage of mobile tools to create unique services. Three factors make the mobile device a game-changer in terms of understanding user’s context. These are: 1) sensors (e.g. GPS, microphone, accelerometer, clock, etc.) onboard the device, 2) data flowing from wearable tech and other devices and systems into the mobile device, and 3) the fact that mobile device is always on the person. My advice is to think outside the box, and create an experience that takes advantage of mobile platforms and tech, and that is unique to other channels. Your mobile web and apps do not have to offer the same functionality that is available in all your other channels. Decide what existing and new services make most sense to be on mobile.
Think local, but don’t not strictly! (mobile—especially with the GPS sensor and internet connection—is a tool we use on the go and to find things physically near us) but don’t forget that mobile is not just on-the-go experiences anymore, as our mobile devices are powerful, light-weight computers with bigger screens and more sensors that are increasingly being used at home and in the office to consume long-form content as well!
Think time sensitive tasks and job/task-focused users. The natural ubiquitios nature of mobile means that it often is the first thing we reach for to solve urgent problems. Hence, content should be organized and reshaped so that it is to find and digest via mobile. For example, organize content by jobs, use search instead of lots of navigation bars, shrink content into smaller file sizes, make content lower resolution, etc.
Include mobile in your marketing plan. Whether advertising, customer referrals, customer feedback, customer support, etc.
Enable integration of third party data/channels in omnichannel execution. Mobile sits at the center of an omnichannel experience that includes sensors and a range of digital and physical touchpoints, from store clerks to geo fences. Don’t forget about integrating data from third-party channels, as this can be an opportunity to create value-add experiences for users!
Constantly analyze how users are using your mobile assets. Are people not using certain assets? How long are people using assets? Where are they using them? When are people using them? On what devices are people using them? Work towards putting IT infrastructure and organizational processes that enable you to track users as they move through and across channels. This is by no means easy to do but it is very to doable today and it is where the world is moving very quickly.