There is one major thing to keep in mind when creating mobile marketing assets: Mobile users are tech savvy, impatient and can have brutal opinions. Your mobile user experience must meet their standards in order for them to adopt your mobile asset and become social ambassadors of your product or service.
1. Your Goal, Your Consumers Goal
One of thing to check and recheck as you develop your mobile assets is whose goal(s) am I serving. Your mobile user experience is nearly worthless if it does not solve the user’s problem, information request or provide a seamless mobile user interface. The mobile experience should “connect” with your users and gets them engaged. Once you have them engaged, then you can think about driving the users by utilizing integrated marketing: connecting your mobile assets, web and emails.
2. Create a Unique Experience
As mobile marketing increases in popularity, we are seeing more and more self-serve mobile site template programs.
These may function okay for a small business, but as we mentioned above mobile users are tech savvy. They know what a good mobile site looks like, how it should function and they certainly can spot a template. With over 20% of website traffic coming from mobile users, it is worth spending a little extra time and money to create something that is unique and compelling. Your mobile user experience should be engaging, memorable and shareable.
3. Content, Content, Concise Content
As a marketer you have heard for years that content is king. The same applies to mobile. But there is a major challenge with mobile experiences: lack of space for content. Your mobile user is very impatient and is not going to scroll or navigate through pages of content. They want their answers fast and concise. Use strong headlines that convey action and emotion to make sure the user stays engaged. Take the time to write and rewrite you content for the mobile. The rule is this: use the fewest words necessary to get your point across.
4. Provide a Branded Experience
Users remember and comment on bad experiences far more than on a good experience. If a user visits a mobile asset that appears templatized and unprofessional, they are not only very likely to bounce. More importantly they are also likely to have formed a negative impression of your brand or business. Provide the user with a sharable experience that is unique to your brand/company/business.
5. “Useable” versus “Useful”
There is a significant difference between mobile assets that are “usable” versus those that are “useful”. Usable sites might be easily navigable and look graphically appealing, but useful mobile assets take advantage of mobile development technologies (geo-services, camera integration, etc.). Useful mobile assets also provide immediate actionable information that lead to engaged and repeat users.
Don’t misjudge the importance of mobile in your marketing strategies. On a weekly basis, you can read about how mobile consumption is increasing at speeds faster than anyone could have projected. As more and more users switch to mobile being their primary digital information source it is important that your brand or business is there and ready to serve them an optimized mobile experience. If you would like to learn more about creating engaging mobile experiences, please contact the team at IM Republic.
