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Smart Solutions for Mobile Marketing The dynamics of our business environment has morphed from more static and desktop-based to a mobile environment full of versatility, functionality and movement. People are looking for: A dynamic mobile experience that is simple, savvy, and visually pleasing!
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Mobile
Marketing
Bootcamp
for Small
BusinessSmart Solutions for
Mobile Marketing
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Andrew Osborne, Designer
Andrew works as our Preflight
Engineer, Graphic Designer, Web
Designer, and all-around computer
guru. He has won several academic
and design awards during his career.
Print, Web Design and Tablet
Applications are his specialties and
he knows how to make effective
designs that call out to customers.
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The dynamics of our business environment has morphed
from static and desktop-based to a mobile environment full
of versatility, functionality and movement.
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A dynamic mobile
experience that is
simple, savvy, and
visually pleasing!
People are looking for:
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As the preference for mobile devices continues to grow, many
businesses are turning to mobile apps to supplement their
existing website content. These can be designed to help
customers, which in turn increase their loyalty to the brand.
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In order to be successful, an app must do more than
replicate the contents of the website. It must perform
some function that can only be executed via mobile
device; something that customers will miss out on if
they do not download the app.
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A recent survey by Forrester Research and Internet
Retailer found that among B2B e-commerce
executives, 62% said their customers research and
buy on mobile devices. 46% of B2B e-commerce
executives expect more than half of their customers
to buy online within the next three years.
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The good news, according to
Google is that 67% of mobile
users say that when they visit a
mobile-friendly site, they’re
more likely to buy a product or
service.
The bad news is that 57% of
mobile users won't recommend a
business with a poorly designed
mobile site.
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Understanding Mobile Users
People who use mobiles for business purposes are typically
on the go and in a hurry. Analyses of mobile device users
show that they tend to search for specific, rather than
general information.
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Mobile device users spend
less time online than
desktop or PC users. They
are looking for precise
information to help keep
them up-to-date. They
bail if information is
difficult to find or
requires too much time.
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The primary factors
are speed and a
friendly user
interface. This means
mobile websites and
apps must be
streamlined with an
understanding of user
behaviors in order to
provide a good
experience.
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Go NativeMobile users prefer applications designed to their devices’
operating software. A 2013 study from Flurry Analytics
found that iOS and Android users spend 80% of their time in
native apps. Native apps enhance the user experience by
integrating with other features on the device.
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Make Your Site Media Rich
For the business traveler,
podcasts are a welcomed
alternative to reading
lengthy whitepapers on a
small screen.
Video is a concise way to
portray a case study and
can incorporate customer
testimonials.
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Pros and Cons of Custom
Mobile Websites
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“Would the functions of a mobile
website be advantageous to my
marketing purposes or not?”
There is a very popular debate
amongst marketers regarding the
usefulness of custom built mobile
websites. You’ve seen these websites
on your phone. They typically have an
“m” or say “mobile” somewhere in
the URL address.
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What exactly is a custom mobile
website?
A custom mobile website is
the same as a regular
website. It consists of HTML
pages linked together and
accessed on the internet.
These sites are designed
visually and functionally to
be user-friendly on smaller
touch-screen and display
interfaces.
Before we move on,
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The website is set up to
detect if the visitor is on a
computer or mobile
device. Then the visitor is
seamlessly and
automatically routed to
the appropriate version of
the website.
Some mobile websites may also
have additional features
specific to mobiles, such as the
“click-to-call”, electronic
coupons, and location mapping.
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Pros of a custom mobile website:
• It can be set up to provide quick access to the
most useful content
• You can use the same code and content as your
regular website or completely alter it
• It prevents users from experiencing lag
and poor resolution
• It might be easier to make an
additional website for mobile devices
than overhauling the regular website
so it is responsive to multiple screens.
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Cons of custom mobile websites:
• Two websites means managing two different sets of
content and codes.
• A custom mobile website is not always suitable for tablet
screens, which are larger than smartphone screens
• It takes a good website designer to create one mobile
website that is compatible to various platform
requirements on current and upcoming devices.
• If users are already familiar with a desktop version of your
website may have difficulty in readjusting to the custom
mobile website
• There aren’t any search engine optimization benefits to
having two websites with similar content.This is a whole
other discussion of course which you can read more of
here.
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Comparison of Mobile
Website vs Mobile AppWhat’s right for you?
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The main difference between apps and websites on a mobile
device is the way in which users engage with them. App
users tend to spend more time browsing and delving more
deeply into content, whereas websites are more often used
for a quick reference, or serve as an introduction for new
users. While websites still serve a purpose, apps are the
favorite among people who have a specific task in mind.
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A good mobile marketing strategy needs to
incorporate both, the app and the website
each working together to support the other.
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So how do you put an app on the
radar?
Apps work best for already-existing customers and clientele
who can easily make the jump from a website to a mobile
application. If you have a customer base that consistently
interacts with your mobile website, they are likely good
candidates for redirection to an app.
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You’ve got them, now you’ve got
to keep them!
Innovation and engagement are keys to keeping your app on users radar.
Pop-up alerts are a great way to say, “Hey, I’m here, come check out the
app you downloaded!” but it’s key to avoid doing this in excess, since
overzealous notifications can easily be turned off.
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What
Features
Make The
Best Mobile
Apps?
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Provides Value
The app must provide users with something of value that cannot be replicated using the website. Think about what your customers’ needs are and how you can use your mobile app to quickly fulfill them.
Ease of Navigation
Mobile users are often short on time–the last thing they want is to waste valuable minutes trying to figure out how to get the app to work. There should be clear labels on buttons to identify each part of the app so that the customer knows exactly where to tap. customize the app so that he or she can find the most-used features quickly and choose a color scheme and layout that they like the best.
Fun Factor
The more fun an app is the more likely people are to download and use it. Use graphics that make people laugh, share info in a witty or amusing way or customize error messages to make them less serious and frustrating. Whatever you do, use some creativity and humor to keep your users’ attention.
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