According to
eMarketer.com "43 Americans switched to Smart phones in the time it takes to read this sentence." In a recent insight they shared that "
Customers Respond to Sites Whipped into Mobile Shape." About two-thirds of respondents said they were more likely to purchase something from a mobile-optimized site, while three-quarters said they were more likely to make a return visit to the site.
They key concept to whipping your site into mobile shape is a shift to using Responsive Web Design.
Properly executed, a responsive website determines which device is being used and "responds" by displaying a site layout that is easy to see, read and navigate. You can buy a WordPress responsive theme for less than $50 with a MailChimp responsive email broadcast template and be up and "responsive" in no time flat.
Upon hearing this piece of good news, retailers couldn't be faulted for responding, "Hey, where can I get one of those responsive website thingies?" But hold on just a minute.
Simply whipping your site into mobile shape could actually hurt your digital marketing.
It's the digital challenge of missed expectations. Have you ever responded to an email campaign only to discover the link was broken, or the offer had expired, or the requirements included standing on your right foot while clicking with your left hand?
Launching a responsive website sets the expectation that the
user experience will be a mobile, not just the site. To leverage the power of a mobile experience, the session flow must be consistent. You can't send a mobile user to a PDF format coupon with the enticement, "Print your 60% discount coupon and bring it to the store right now!"
It is the timeless technology trap.
Technology makes it possible, but it takes marketing strategy to make it profitable.
Making the Most of Mobile Marketing
Be the Customer - Grab your smartphone and your customer hat and run outside. This is where you need to meet your customer face to face. Now ask some questions:
- Where - Are they waiting for a flight? Did they just step off the bus? Are they thinking about what to have for lunch, or where to go tonight?
- When - Since you are literally placing your offer in their hand, make sure it's one they can use right now.
- What - Your offer must speak to an immediate need, within 24 hours, by sundown if possible.
- How - Remove all obstacles, don't make them fill out a form or print a coupon, you already know who they are. Give them the secret word, put an image of the coupon on their screen.
- Who - I saved this for last, because it's the hardest. Use Google Analytics and the metrics from your email broadcast platform to identify mobile users, especially those with a frequent response rate.
Insight
- Creating a profitable mobile user experience takes more that building a "one site views best on most devices". Meet customers where they are, follow them around, track how they respond to your offers.
- If your customer demographic (or product catalog) contains a high percentage of mobile users, consider launching a separate site with content prioritized to their needs.
- Stretch these concepts to embrace Social Networking. Use twitter to convene a client meet-up while attending your next conference.
Resources
Do you have that feeling in the pit of your stomach like you're behind or even overwhelmed by the challenge of Mobile Marketing?
Give me a call direct at 727-278-9382 and I'll answer your questions. No charge, (really). Or use this handy form, AskJerry.