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 Bootcampfor Small Business
Smart 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 Native
Mobile users prefer applications designed to their devices’ operating software. A 2013 study from Flurry Analytics found that iOSand 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 smartphonescreens
•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.Thisis a whole other discussion of course which you can read more of here.

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Comparison of Mobile Website vsMobile App
What’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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