Oops…

I inadvertently hit the wrong link and re posted a re post of a re post.  Duh.  So here is the one I really wanted to show off from Michael Scully.  As the Mobile vs. App vs. Desktop web site heats up this becomes very important.  Enjoy.

StevenB

Marketing ReImagined

Mobile Websites

5 things every mobile site needs to deliver

August 10, 2012

 

Michael Scully is vice president of mobile product and strategy at SoundBite Communications

By Michael Scully

When you first decide to launch a mobile site, you might ask yourself, is it not just like my desktop Web site, but smaller? Definitely not.

Today’s mobile users are on-the-go, looking for information that is easy to access and quick to find, all on a screen one-twentieth the size of their traditional monitor.

By 2013, more people will be searching the Web on their mobile phones than on a desktop or laptop. Below are the five things that your mobile site needs to deliver.

1. Simplicity. The mobile screen is significantly smaller than a traditional desktop screen, and it cannot be used to clearly represent the same amount of information as a traditional desktop screen. Keep it simple.

You may have to reorganize or reprioritize your information to keep it easily accessible on the small screen. Make sure on any given screen, the user can spot right away where she is supposed to look, what she should click, and what she is able to do with your site.

2. Touch-friendly user interface. Thumbs are bigger than mouse pointers, so leave plenty of space between links. Use big buttons and avoid small text links that can be very difficult to tap accurately with a finger.

If your mobile Web site is designed like an application, consider grouping general navigation options at the bottom of the screen rather than the top. It is easier for someone to tap the bottom of the screen while holding the device at the same time.

This is counter to most desktop sites, where the main navigation usually lives on the top of a site.

3. Contextual relevance. According to Google, one out of seven searches are currently made on a mobile device.

Mobile Web users are often looking for something very specific.

If a visitor to your site is on-the-go, what is she most likely looking for? It is highly likely she is looking for a) your location, b) your hours, or c) your phone number, so put that front and center.

Make sure this information is easy to find, and do not bury it on a sub-page like you might on a desktop site.

4. Speedy load time. Load time matters. A study from Gomez found that 40 percent of consumers would abandon a mobile Web site if it takes more than three seconds to load.

In that same survey, 71 percent stated that they expect a mobile site to load as fast, if not faster, as on their home computer.

A lot of variables affect wireless connectivity and transfer speeds. Not all of them are under your control, so use technology solutions to optimize the parts you can.

Be sure your images and videos are right-sized including smaller files for smaller screens, minimize and send only relevant code, use caching and CDNs, and watch your performance statistics.

5. Path to more information. Your mobile visitors are your most driven users. They are actively seeking you out to connect and jumping through extra hoops to do so.

Give visitors a way to interact with you from your mobile site. This can be the ability to find directions to your store, to click-to-call or even to buy something, since 50 percent of searches lead to a purchase.

ONCE YOUR MOBILE site has been developed, you can leverage it as a key component of your communications strategy. Integrate it seamlessly with your existing voice, text and social outreach, use it to gain opt-ins for your mobile database or grab a piece of the mobile commerce pie.

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5 common mobile marketing mistakes

This article hit home with me because I am constantly reminding my clients that mobile marketing is not just a stand alone media like TV, Radio, Newspaper or Yellow pages.  It is an opportunity to extend their reach in all other efforts.  Here is a few ways to do this:

  1. Number one of course is point of purchase.  In store signage.
  2. QR codes and vanity key words in all traditional media
  • Use your vanity key word in TV and Radio like 1-800 numbers used to be used.  Mention early and often through out the spot with a call to action to SAVE now.
  • QR codes can now be used on TV spots because most people have the ability to freeze the picture.
  • Of course if you are using Newspaper ads, by all means put your QR code and Vanity key word in your ad

Vanity Key Words can be very powerful tools.  For instance one of my clients is Fun City Pizza and their vanity key word is ‘funcity’.  Everything they do and everywhere they go they make sure and either incorporate ‘funcity’ into their marketing efforts and communicate it orally.  “Just text the word ‘funcity’ to the number 71441.”  See how it just rolls off the tongue?

Enjoy the article below and let me know your thoughts.

StevenB

Have Fun, Make Money and Provide the Worlds Greatest Experience in Your Industry.

 

 

This is a re-post of an article by Rimma Kats originally posted on Mobile Marketer

Nowadays, marketers are incorporating mobile into their efforts to stay ahead of the game and drive engagement. However, companies are still making several common mistakes such as leading consumers to a non-optimized site, which can deteriorate the user experience.

Mobile provides great opportunities for companies to reach as many consumers as possible on a device that is personal to them. With the explosion of new technologies such as augmented reality and QR codes, marketers are adding them into the marketing mix to reach tech-savvy consumers.

Here, industry experts sound off on the five common mobile marketing mistakes.

Poor execution
Last year alone, companies such as Target, Boar’s Head, P.F. Chang’s and Chipotle ran mobile advertising campaigns.

However, they all had one thing in common – they were not optimized for mobile.

While creative for a campaign may be great, without a properly executed mobile-optimized landing page it is nothing.

Marketers need to realize that if they are running a mobile campaign – it has to be optimized throughout.

Consumers no longer want to pinch-and-zoom.

“In my opinion, the biggest mistake marketers make in mobile is not linking the campaign to tracked performance metrics,” said Wilson Kerr, vice president of sales and business development at Unbound Commerce, Boston.

“Online, performance is measured by clicks and likes and other non-monetized engagement,” he said. “Mobile, on the other hand, is all about capturing that contextual here-and-now, real-world moment when consumers are most likely to buy.

“When we build a mobile commerce site for a retailer or brand, we sell our services via the inclusion of integrated marketing tools that drive sales and connect the dots between mobile marketing and mobile commerce.”

Chasing shiny objects
For many big brands, mobile is all about the new shiny objects – many of the technologies that their competitors are using.

However, companies are forgetting the No. 1 rule: Keep it simple.

“Marketers often forget that with mobile the job is the same as it always was – to sell more stuff,” said Jeff Hasen, chief marketing officer of Hipcricket, New York.

“The what remains the same, it’s the how that’s different,” he said. “Some who fail chase shiny objects rather than go for mobile products and tactics that work.

“Ford saw a 15.4 percent lead-generation rate by adding a simple SMS call to action to traditional media. In my mind, that case is what’s cool with mobile – not the pixie dust stuff we might get at SXSW that can move a marketer’s business backward.”

Following the path of online advertising
Mobile seems to be following the well-traveled path of online advertising with the same old strategy of placing ads around the experience taking up valuable real estate with irrelevant, interruptive and ignored advertising, rather within it.

It is important that marketers understand what their target consumers are doing.

“Mobile marketing holds tremendous promise for marketers and the medium is experiencing a fever pitch,” said Chris Cunningham, cofounder/CEO of adtivity by appsavvy, New York. “We continue to ignore activity behaviors, while advertising to have association with premium sites.

“The definition of premium has changed,” he said. “If mobile publishers and advertisers continue down this path, we’ll be left with another broken digital marketing promise.

“How do we fix it before it’s too late? We need to change our mindset and think beyond what we already know and for the first time in the Internet’s history think about the user – the people.

Measurement
For years, marketers have been talking about the dilemma of measuring their campaigns and, many times, companies simply run an initiative without tracking their results.

Companies spend a great deal of money and effort to executive and effective mobile campaign. However, those that do not track it are not only missing a big opportunity to better connect with consumers, but better reach them in the future.

“Marketers are jumping into mobile without tracking the effectiveness of certain tools,” said Mike Wehrs, president/CEO of ScanLife, New York.

“Mobile can deliver some amazing business intelligence that marketers never had access to,” he said.

“Marketers need to use technology to help them decide what is effectively delivering the best ROI.”

No promotions
Another mistake mobile marketers make is not promoting their mobile programs effectively across all promotional platforms.

Every successful mobile marketing is based on the number of consumers who participate in it, so promoting the program to drive opt-ins is key.

“Many unsuccessful programs can be tied to a poor call to actions such as using small text to promote opt-in information, lumping the program call to action with the promotion of other mobile programs or limiting promotion to just the Web, banner ads or simple in-store signage,” said James Citron, cofounder/CEO of Mogreet, Venice, CA.

“The greater the promotion of the program, the greater the awareness of the program and the stronger the chance of increasing opt-ins and participation,” he said.

The Day Smartphones Killed the Radio Star

Okay, so I have no news that Smartphones will kill the radio star.  But, this Info Graphic is dramatic news.  Fundamentally, the way we work, play, engage, communicate and uh talk on a phone has and is changing Dramatically!  I think most people get it.  In fact when you look at the info graphic below by Go-Globe.com (one of the best I’ve seen) you will notice that Smartphone penetration by age group, 25-34 really get it, with a rate of 62% Smartphone penetration.  However there is one group that worries me.  Not by age, gender or country or type of operating system.  Specifically small/medium (SMB) business owners.  Once again the world is changing and yet another choice and chore is thrust upon the wearer of many hats, the chief bottle washer, the mister the buck stops here guy or gal.  Hopefully the SMB owners will see this as a great opportunity and engage their customers at an unprecedented level.  It would not be a good idea to let this slide by like most SMBs did with email marketing.  It is interesting to watch the great rush to email marketing, just as it is beginning to decline in effectiveness.  Hope you enjoy this Info-Graphic and thank the guys at Go-Globe.com.Image

Everything Has Changed

Talk about everything changing…I have spent the last several months making the transition from SuddenValues Email marketing to Smartphone MMS/SMS marketing.  Which entailed getting a short code and setting up the platform and building a website from scratch.  The best part is that the platform is live and I do have a few customers on there and the Website is almost live. (95 hours and counting)  BTW, i can say that Mobile Phone Marketing rocks.  It makes marketing fun again and by being an early adopter I can bring to small business everything companies like McDonald s, Wal-mart and others are doing.  Here’s a list of codes you can play with on your phone.  These are real so you can take advantage of the special being offered by these businesses.

Text ekm to 71441  Essential Kneads Massage

Text funcity to 71441  Fun City Pizza

Text tmarket to 71441  Traders Market

Text clubvic to 71441  The new Bread n Butter Cafe

Text steveb to 71441  My business card

Text digitalair to 71441  My mobile features page

 

RAF: An Acronym for Small Business Marketing Domination

Acquisition, Frequency, Retention…The Holy Grail of Marketing

Have you ever asked yourself, “What should I expect from my marketing programs”?  If you are like most small businesses there is probably one answer that is resonates with you: NEW Customers!  Is that the correct answer?  Yes, however that should only be the side effect of a good marketing program.  Wait, before you call out the lynch mob hear me out.  The Holy Grail of sound marketing is:

  • Customer Acquisition (Entice NEW customers to give you a try)
  • Customer Frequency (Get them to come in more often)
  • Customer Retention (Keep them from going to the competition)

Okay, hopefully we are on the same page now.  However, In the next update I am going to suggest an entirely different spin on the order of these rules.

Side note: In all my years as a small business account rep, overwhelmingly I was told by most business that “Word of Mouth” is their #1 marketing solution.

Welcome!

Welcome to Digital Air Media.  Over the next several weeks we will work hard to demystify marketing.. We hope you will look forward to learning about the intricacies of both old media and new media pitfalls and opportunities.  We will start with a brief history of marketing, with a primer and simplification of marketing realities.  We will look forward to your comments, insights and responses.  We are not the absolute authority, just an idea for your consideration.  At the end of the day, if we propagate some kernal of knowledge that allows you to prosper…Then we all win!!  Uniting the Connections…Between Us!