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While most marketers understand what a mobile app is, and also likely have heard or gone through the exercise of creating a responsive website, far fewer have sat down to map out what a mobile-first customer journey looks like.
Of course, it has become table stakes to ensure that one’s company either has a mobile application (I don’t recommend this approach for most brands) or has updated its website to be responsive. This latter technique requires elements like simple navigation, easily clickable links — by either a finger or a mouse — optimized text readability, and images that either scale or are dynamically replaced by larger or smaller images and icons.
But more important in mapping out this journey is to take a step back and think through how, where and with what one’s customers interact with their favorite brands. This journey will differ by user, but behavior will tend to cluster around factors like.....
As millennials overtake Baby Boomers as the biggest demographic of consumers, marketers need to think more than ever about mobile first, explains columnist Aaron Strout.