Mobile for the 2012 Holidays

I would venture to say that most retailers have a strategy in place for the 2012 holiday season.  It is fast approaching, and rumor has it that consumers are starting their holiday shopping early. So let's discuss things you can do now while it's still not late to capitalize on holiday spending. I'd like to focus on mobile for now just because it seems to be growing quickly, and I'm still seeing retailers with not so mobile friendly websites.

If you don't have a mobile strategy, you need to develop one ASAP.  Data is all there. People are on their phones and that population is growing. Mobile usage (excluding talking) will grow over 50% this year. Need more data? Well eMarketer is reporting that consumer gift shopping on mobile for the holidays will grow 21% year over year.

Behavior
Let's talk about what people are actually doing on mobile. eMarketer does a great job of breaking down consumer mobile behavior.

Consumers research products on the their phones. Think about it. You have a random gift idea while you're out. What do you do? Do you wait until you get home and research or do you take out your smart phone and do it instantly? More likely than not, you're like other shoppers who search for products and deals via mobile.  42%  compared to 38% year over year check for sales on their phones. 33% check product reviews  while 30% check pricing.

Strategy
I could develop a mobile strategy for you, but for now let's discuss the basics to get you going.

1. Mobile Website. Do you have one? If not, get one ASAP. Ideally, you develop a feed of products that gets uploaded to your mobile site so it's current and accurate. Mobile websites should be simple and clean, without clutter, and it should be SEO friendly. Ideally, your website was designed with responsive design so that it fits all screen sizes (desktop/laptop, tablet, mobile). If it's not, you'll have to use a third party to develop your mobile site.
2. SEO. You do need SEO for mobile. Consumers search a little differently on their phones than they do with laptops or desktops. Search phrases are shorter and cleaner. I recommend doing keyword research specifically for mobile. Start with analytics and get a glimpse of how mobile shoppers are finding your website now. Use those phrases to start your keyword research. In terms of content with mobile, you don't want to do too much. Keep it a minimum. People don't want to read long paragraphs. Make sure you have SEO friendly titles, descriptions, and a line or two of text about the product. 
3. Social. Make products on your mobile website easy to share via social outlets, especially Pinterest, Facebook, Twitter, and Instagram. 

It's still not too late to jump on the mobile bandwagon  if you don't already have a mobile website. But honestly, you don't have much time. Let me know if you have any questions. I would be happy to make some recommendations.