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The Mobile Marketing Mandate

Consumers expect that any information on the Internet they desire to access should be available on the device of their choosing – smartphone and tablet included.

Thanks to its immediacy and portability, mobile has become the first screen of influence for millions of people – a growing number of whom are mobile-only users. By 2014, mobile Internet usage is predicted to overtake desktop usage.

This presents a clear mandate – your marketing has to shift from a desktop-only mentality to one that incorporates the use of mobile technology.

See related post: Mobile Use Has Gone Mainstream

Mobile Marketing Mandate

The proliferation of mobile technology means that the information on your company’s website needs to be accessible in a way that works with whatever device the consumer is using at the time. A mobile-enabled presence must also be mobile-optimized. Smaller screen sizes means content must be more easily accessible and simply arranged.

A survey from digital marketing site, Econsultancy, found that around three-quarters (72%) of responding companies said that mobile accounts for more than 10% of traffic, up from 52% in 2012. That number will only increase as more and more people adopt a mobile lifestyle.

The first step toward achieving this mandate is to join the 55% of businesses who already have them, and get a mobile-enabled website.

Mobile Marketing Challenges

Having a mobile-enabled and optimized site is certainly beneficial. But due to the number of operating systems – iOS, Blackberry, Android, etc – along with the number of device types – tablets, smartphones and phablets – it also pays to have the right vendor responsible for building your mobile site.

Bizzuka creates mobile websites that are not only tailor made and optimized for mobile users, but that can be administered from the same console as the desktop site.

Mobile Marketing Tips

Having established the mobile marketing mandate, let me leave you with a few tips gleaned from a webinar conducted by email service provider Constant Contact that I found to be helpful.

1. Avoid use of too much text – Due to reduced screen size, long-form content doesn’t work well for mobile readers, especially those using smartphones. Shorter titles and content is better.

2. Avoid multi-column layout – Multiple columns don’t render well on smartphones and make content more difficult to read.

3. Provide clear calls to action – Make it easy for readers to take an action by using buttons or clearly delineated larger text. This makes it more likely users will access the correct link when tapping on the screen.

4. Avoid tiny fonts – 16 points for body text (11 points is minimum) and 22 points for headlines is recommended.

5. Use images carefully – Large images may not display properly in mobile browsers and will increase page load times. In an effort to optimize our monthly eBurst email newsletter for viewing on mobile devices, we reduce image sizes to no more than 250 pixels wide. You may need to experiment with different size images to find the right fit.

6. Think about your own use of mobile devices – The way you use mobile devices is probably not much different than most anyone else. The next time you access the Internet and visit websites using your device, take note of experiences that are optimal and those that are not. Make sure you provide the best experience for your site visitors, as well.

Additional Resources

The tips from Constant Contact were so good I decided to include the webinar recording, which is followed by an infographic detailing a history of mobile marketing.

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