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A marketing must: mobile-enabled sites

Posted @ 5:26 pm by Robert Balmaseda | Category: Community & Social Media, Digital Marketing, Mobile, Strategy | 0 Comments

Having a mobile strategy and presence does not need to be a difficult proposition. Sometimes the simplest tools can add big benefit. In a recent article on the website Mobile Marketer, Dan Butcher identifies the six trends affecting mobile marketing and commerce.

The trends are:

To anyone who has an iPhone or other Smartphones, these trends seem obvious as we reflect on our own behavior and map them back to consumers at large.

Mobile strategies are multifold and depend on your business, marketing, and revenue goals. As marketers, however, we must understand the need to respond to these trends and to use the platform to meet our objectives. This will not always involve the development of a ground-breaking strategy or the launch of an iPhone app that is featured in the store, and can be as simple as enabling our current sites to be useful and readable in a Smartphone’s form factor.

Strategies will evolve as we understand user behavior and take into account how, when, and where consumers interact with their devices. Much as TV marketing strategies are different from online/web/pc-based strategies, mobile device users have different goals and must be communicated in a unique way.

Apps are a key element of mobile marketing, but are still very nascent as marketers understand how to interact with consumers.  For now, utility is the name of the game. Top apps (as is true with websites) make it easier for consumers to do something, not just to be entertained.

The lowest-hanging fruit is to launch a mobile-enabled version of your site or elements of your site. With the proliferation of Smartphones, more consumers are using their mobile devices to visit websites for commerce and information. Thus it should be an integral part of all marketing efforts to have a web presence which allows consumers to interact with the brand in a manner specific to the smaller real-estate available on the browser.

A great example of this is the mobile version of the VW site. This site simplifies those tasks which a mobile user would be most interested in: reviewing car models, finding a dealer, and contacting road-side assistance. This is all designed for the form-factor of the phone and offers a very unique and valuable experience to the consumer, which is a different from the experience of going to the main VW website from a Smartphone.

The trends will only continue, as the adoption of mobile is ramping faster than desktop internet did and will be bigger than we think.

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