Biggest Mistake Associations Will Make in 2013: Postponing Mobile Strategy Development

Topics: Associations, Content Strategy, Mobile Apps

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mobile-strategyThe adoption rate of smartphones and tablets is not slowing down. In fact, nearly half of American adults own a smartphone, and the number of tablet owners has doubled since summer of 2011, to 18% of American adults
(Pew Research).

Yet, even with the overwhelming evidence that smartphones and tablets are not going away, many associations are still hesitant to implement mobile event apps.

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Why Associations are Putting Off their Mobile Strategies

Some of the greatest challenges we hear associations facing, and why they are hesitant to move forward with mobile event apps for their annual meetings and conferences are as follows:

  • The introduction of wide-ranging technologies. It seems like there is a new technology developing every day, expanding the number of ways you can reach your members at your annual meetings. But how do you determine the best way to reach your unique membership base? Is it through social media websites like LinkedIn and Twitter? Should you develop a mobile event app? Or, maybe you should create an online content library for your members and attendees, which you can also use to attract new members? Moreover, which technology will still be relevant tomorrow?
  • Your membership base is as diverse as it has ever been before (and so is the generational gap). Generations X and Y are tech-savvy, have a short attention span and not only want, but expect information and content when they want it and how they want it. At your annual meeting, they want to be able to access all of your conference content via their smartphones and tablets. And since, undoubtedly, the Internet connectivity is going to be limited at your conference venue, offline access via a mobile app better be available. BUT, if you get rid of your printed conference proceedings and session handouts, you better believe you’re going to receive phone calls from your Baby Boomer members about how they don’t want to download your mobile app to get the annual meeting proceedings; they’d very much prefer them in print. (If only your association budget was endless, right?)

These challenges have left many association professionals at a standstill, sticking to the technologies they know and are comfortable with and ignoring the fact that advancing technologies like mobile are not going away.

Jump Start Your Association’s Mobile Strategy

It is time to stop postponing the inevitable, and start implementing your association’s mobile strategy. Start small by testing out a mobile app for your annual conference. If your members adapt well, you can consider a mobile app for your association later.

Need Help Getting Started?

Check Out Our Latest White Paper

Implementing a Mobile Event App: 7 Steps to Choosing the Right Mobile App For Your Conference
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Comments

1.

April 2nd, 2013Alexandrea_AnywherePad says:

“Your membership base is as diverse as it has ever been before (and so is the generational gap).”

This is very true, and I think it’s the main reason why everyone hasn’t embraced a mobile strategy yet.

But between the two groups you mentioned, I think the tech-savvy Gen X/Yers have the edge in this. The only way we can move forward is when we embrace change brought about my progress. Baby Boomers need not to worry — many of them can be quit tech-savvy if they just give mobile technology a try. There’s no lack of older people toting smartphones and tablets.
Alexandrea_AnywherePad recently posted..Keeping Board Meetings Short and Sharp


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