3 Basic Mobile Web Considerations

Josh GordonFirst, a special thank you to Marketing Profs for featuring my recent Lunch Pail article on why marketing organizations are better served by outsourcing their email marketing to email marketing experts. As more communications channels emerge, and marketing organizations get more complex, finding reliable partners to outsource key programs to is absolutely essential.
While email marketing remains one of the more steady direct digital marketing channels, mobile – and all of its permutations – is the fastest growing… and as a result, the most topical. Apps and SMS are certainly hugely important aspects to an overall mobile marketing strategy. But, the mobile Web is believed by many experts to be an important and strategic long term investment.

When making the worthy investment in the mobile Web there are three basic considerations to keep in mind. While these points will not capture every bit of useful knowledge when strategizing the mobile Web, they are good considerations prior to launching a vendor search.

Consideration #1: Audit Your Web Site

I know, “audit” is a scary sounding term. In this context, however, it means take a hard, critical look at your current Web site and pare it down to what content is essential to reach your marketing goals. Therefore, agreeing on the marketing goals for a mobile site is paramount. Chief among the goals must be an enjoyable, easy user experience. Nothing torpedoes a brand’s image in a mobile consumer’s mind more quickly than a lousy mobile Web experience. Goals like clicks and conversions are still important, but everything must come back to the quality of the user experience.

Consideration #2: The Mobile Web is NOT the Web

The mobile Web is not a “light” version of the Web; it is its own, specific communications channel that must be treated as such. While the end user wants to see the same brand on the mobile site that they would on a Web site, the information that is communicated – and how it is packaged – must be different according to the personal nature of the mobile experience.

Consideration #3: Onsite Targeting and Content Testing Works for the Mobile Web, Too

The mobile Web is a different communications channel, but customer segments are all the same. Make sure the data environment is capable of feeding the same segments into the mobile site experience as it would any other channel. Use behavioral data captured from the Web site to determine content and tests on the mobile site. Use email behavior to drive mobile site content. Each touch point is an opportunity for the user to tell the marketer what they like. Marketers must avoid annoying users by showing the mobile Web is really an extension of the brand to a new channel, not just another means for push communication. The key to achieving this is great data capture and multi-channel application of all relevant data.

There are other considerations, but these are few to contemplate when researching the mobile Web from scratch. What are some other considerations worth adding?

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