Relevancy Is The Key To Mobile Success

The buzz of the past few years has finally given way to action in terms of mobile marketing. Mobile applications, particularly of the iPhone variety, seem to be at or near the top of most DMO marketing plans for 2010 and 2011.

But how do you prevent the mistakes of the past…rushed web development anyone?…capture your slice of the marketplace and plan for the future all within one product cycle?

The answer is relevancy.

Relevancy in mobile can take a few forms, but commonly appears as either content or location.

For mobile content is important (it is what the location will deliver), but the key to a great mobile application is location.

Follow us down the path of mobile theory for a moment…

Mobile is the perfect example of being in the moment. You can literally be standing outside of two restaurants, reviewing both on Urbanspoon, while coming to a decision on dinner.

Mobile is the connection between the online and offline worlds. Your last look at the information prior to stepping through the door and committing to a real world choice.

The relevant interaction within that moment is a push, rather than a pull, of information based upon your location.

There are plenty of quality applications and agencies in the marketplace, but most fall short in the area of relevancy to the consumer. Most are a simple modification of the traditional visitor guide, forcing users to search through endless lists to (hopefully) find the information they desire.

Instead of taking the yellow pages approach to mobile, a successful and sticky application should provide information to you based upon your location.

I am already here, show me where to go next.

Not, I am already here, show me 15 places to go next, which might or might not be close by.

Don’t make the consumer work for information; let the technology due the work to deliver a relevant experience.

Relevant location is the key to a great mobile application, a great consumer experience and a repeat user.

Troy Thompson, a self-described technopologist, is a respected blogger, consultant and thought-leader in the Tourism / Travel industry. Owner and consultant at Travel 2.0 Consulting, Troy has been providing unique interactive and marketing solutions to a variety of clients for more than a decade.

Comment? @travel2dot0 or email.