The Expectations of Mobile
For many organizations, there is a certain expectation that comes with mobile. Whether the device is a phone or tablet. iPad app or mobile website.
Consumers of Pizza Hut expect to be able to order a pizza via the official app. Bank of America customers expect the ability to transfer funds between accounts. Wired readers want to read the magazine via tablet.
For companies and brands that own a product, build a widget or create content, mobile demands a specific experience. A pre-determined expectation that favors utility over creativity.
But is that true of destinations, CVBs and DMOs?
Are there expectations on what the mobile experience should be?
I submit to you that if they exist at all, the are underdeveloped due to the fragmentation of the marketplace. While CVBs and DMOs share some commonalities, it is clear that we answer tactical questions in our own way. Without a common standard and a lack of product ownership, destinations find themselves without the burden of mobile expectations.
Which is a liberating position to be in. And one that few organizations have the luxury to experience.
It means you can create, shape and determine the experience on the mobile device. You don’t have to create a mobile app that has just listings, or just editorial content. It might let you book a hotel stay or you may never see a mention of a hotel.
It means you can focus your mobile strategy on the one or two key goals that you want and need the consumer to accomplish. Inspiration, lead generation, content creation, etc.
Want to create an app that has 200 ‘swipable’ photos of your destination, just for inspiration purposes? Do it. What about a custom iPad magazine that explores in-depth topics and stories? Sounds good.
You can determine the content, execution and goals because the consumer does not know what to expect.
Finally, you have complete control over the experience.