Mobile Marketing – Branding on the Go!
With the proliferation of SmartPhones (3G iPhones), and now SuperPhones (4G Android OS), it has never been easier for consumers to connect on social media channels, surf the web, and make purchases online wherever and whenever.
When an advertisement sparks your interest, pertinent and relevant information is immediately available on your SuperPhone. New technology enables you to simply scan QR Codes with an App on your SmartPhone, and be instantly connected to a website, a video clip, phone number or to whatever the online marketers opt to link to that QR Code.
According to ComsScore’s new Mobile Metrix 2.0 report highlighted USA SmartPhone users vs Desktop users on Facebook:
SuperPhone: 441 mins. per month (7 hrs. and 21 mins.) vs
Desktop Computer: 391 mins. per month (6 hrs., 31 mins.)
Shared Advantages
Mobile branding shares many of the same advantages of Internet marketing. However, the First Mover Advantage (FMA) for marketers and businesses, unlike more traditional forms of media, is that the results of Internet and mobile marketing are measurable and traceable. Online marketers can now see the efficacy of certain Internet campaigns, they can track who is accessing their website, the means of access, and the duration of the visit. The consumer may feel somewhat uneasy with this tracking feature, but marketers find the information invaluable when determining the effectiveness of campaigns and the measurable results attained. Additionally, although the cost of mobile and Internet marketing is considerably less than traditional media, it offers a local and global reach. Why spend tens of thousands of dollars on TV commercials that are broadcast in but one specific region and language, when at a fraction of that expense, your mobile message would enable you to reach potential customers on a global basis 24/7/365? On the flip side your mobile client is always moving, easily distracted and highly demanding. Speed of execution and a focused and relevant content strategy are critical to your campaign’s long-term and short-term success.
Mobile Website Checklist:
– Create a Mobile Search Plan
– Understand Search Engines for Mobile(Google Mobile, Bing Mobile, Yahoo Mobile, etc.)
– Add a Click-to-Call Button and Additional CTAs
– Build a Mobile Website Map and Keep Your Code Clean
– Optimize Browser for SuperPhone Speed
– Install a Sensor to Confirm Browser Device (iPhone, Android, Blackberry, etc.)
– Keep it Simple with Streamlined Features (I.e., avoid flash intros, etc.)
– Be aware that Websites are designed to be viewed on a 20″ monitor vs a 3.5″ HD SuperPhone
First Mover Advantage
Acknowledge that the mobile device has become the ultimate source of information and research for many global users. Only a handful of B2B and B2C companies actually tailor their websites to mobile devices, thus the user-friendly mobile website optimized for a mobile search is an indispensable component of any company’s brand marketing and business development plans. If your site is not easily accessible, your target audience instantly exit your site and enter your competitor’s.
