In my previous blog I wrote about the growth in mobile channels and how it is interlinked with growth of social media. This growth presents a fantastic marketing opportunity. In this blog I will outline some of the challenges with mobile marketing.
The major challenges in mobile marketing are:
- Content Management
- Preference Management
- Measurement
Optimizing content for mobile devices on site is critical and now is the perfect time to re-assess your site design and how users find your site through mobile search – particularly for B2C companies. Companies more than ever are ensuring they can optimize the customer experience of the mobile users. Consumers are doing a lot more than just calling from their hand held devices – clothing, electronics, books and a host of other items are being purchased through mobile commerce. Additionally, social network participation through services like Facebook and Twitter are growing dramatically, creating opportunities for promotion and traffic to the mobile version of your company web site.
The key tactics to optimizing web content for mobile devices are:
- Remove plug-in content like Java or Flash that cannot be supported by a mobile device
- Create lighter page weight versions of the web site for faster loads
- Keep fonts in their most basic format
- Tie in advertising and messaging appropriately without disruptions in the screen
In my next blog I will write about other major challenges for Preference Management and Measurement.
