After many years of indecision, mobile marketing is finally becoming a priority in the B2B world. As smartphones and tablet computers become increasingly the devices of choice, US mobile ad spending is expected to increase by 77% and reach $7.3 billion this year, according to eMarketer.
Part of the increase is due to the proliferation of mobile devices. Historically, mobile was defined as a basic phone with a tiny non-user friendly screen. Today, it’s hard to imagine a world without smartphones and tablets. Greg Stuart, CEO of the Mobile Marketing Association states, “No other media will evolve at this pace, with unforeseen opportunities to reinvent the user experience.”
So what does all this mean?
At a purely fundamental level, the shift is a wake up call to anyone who has a website, to ensure that it’s readable on the various mobile platforms. The technology is still evolving but it’s prudent that you at least take a look at how your site appears on phones and tablets. However, from a practical perspective, if your site has a lot of navigation buttons on it, the technology (at least as of today) doesn’t offer an ideal solution that enables visitors to have a great user experience.
We played around with the idea of directing everyone who visited our site on a phone to be redirected to a squeeze page. Our thinking was that we are highly focused on lead capture, thus having the mobile interface set up this way made sense.
The problem was that we interact with our readers a lot through the blogs. (Such as this one.) When a subscriber received a notice that a new article had been posted, if they tried to access it on their phone, they were redirected to the squeeze page.
As one might guess, that wasn’t a good experience for them so we eventually discontinued the redirect. Currently, the Gentle Rain site requires a bit of scrolling back and forth on a phone, but simply minimizing the size of the site makes it too small to be practical. Thus, although we realize that work needs to be done for how the site appears on a phone, we were far more successful with enabling our site for tablet viewing.
I’m old enough to remember when the claim of a “computer on every desktop” seemed far fetched. Who would have guessed that in less than 3 decades, the desktop computer would itself, become increasingly obsolete?
Mark Satterfield, Gentle Rain Marketing — Author , Marketing Consulting Expert, Lead Generation, Business Development, Marketing Strategy, Get More Clients, Increase Revenue — Click here for his Facebook Twitter LinkedIn YouTube