If your marketing campaign is not mobile-friendly, you are going to lose existing and prospective customers, clients and market share. What's more (as if that weren't enough), is that your company, your product or service, and your brand [your precious Brand!] are going to acquire the unsavory stigma of being inflexible, technologically primitive and outmoded. You'll be perceived as "stodgy," and when people think of you (which they seldom will by that point), they'll imagine a smell of mothballs and formaldehyde. You don't want that, do you?
Your marketing campaign must be mobile-friendly to leverage the most powerful point of direct access to your consumers -- their mobile devices...the things that they carry with them everywhere, for surfing, researching, texting, and on rare occasion, making a phone call or participating in a video conference [this is an emerging technology which is going to be the ultimate icing on the cake that companies like Citrix have built with Go To Meeting and similar products -- can you imagine participating in a virtual multi-party conference while walking down the street and carrying only your smartphone???]
Following is an article excerpt from a SmartBrief Newsletter sponsored by the Mobile Marketing Association ("MMA"). After you have had an opportunity to take a look at it, be a faithful Mad Marketing Tactics Blog Reader -- click that "BACK" button on your device, and fly back home (through the wormhole of cyberspace) to this site. We have more to discuss:
MMA's Stuart: Mobile campaigns click with creativity
Mobile ad campaigns benefit from creativity that is geared to the platform, says Greg Stuart, CEO of the Mobile Marketing Association. "Mobile is personal, mobile is pervasive and mobile has proximity. I want to see -- and the medium demands -- creative that engages mobile users in a fun and exciting way on a one-to-one basis," Stuart says in an interview. Momentum Review (4/26)
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If you have a web-oriented site, it must be conformable or instantly convertible to a mobile-friendly site. This might involve compacting pages, re-orienting graphics, and making other convenience enhancements to your increasingly mobile target market. You will invariably have to create direct mobile interactivity with such key functions as subscriptions, e-commerce, survey and contact forms and site support services.
If you are basing your design and development around a mobile environment, just be certain that you don't technologically alienate or lock out your traditional PC and Mac audience -- many of these individuals and businesses are slower to adapt to new technology and are heavily invested in non-mobile informational and communications media.
Some cautious but innovative companies are creating parallel sites (one for mobile and on for web-based) with the same content but presented in two entirely different ways so that the quality of the experience is not compromised in dealing with this demographically and psychographically bifurcated audience. The server can determine which version of the site would be appropriate and optimal as the user logs on. Using an exaggerated example, perhaps the company tweaks its web-based site to conform more to Baby Boomer demands and preferences while the mobile version is more content-oriented toward Millenials and their unique marketplace.
Sooner or later, all viable consumers will be moving in the direction of mobile media. Educate yourself to be certain that you company's or your client company's transition is a smooth one without the types of glitches which send eager but impatient prospects to other sites which are more user-friendly and less apologetic.
Douglas E. Castle for The Mad Marketing Tactics Blog.
#MadMarketing
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