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| 13 January 2010
Since faster bandwidth is greatly available and huge adoption of smart phones, i have more recently been advocating the use of smart phone friendly websites and applications as not only a marketing tool, but as just good business.
Now not all business may benefit from such an addition - yet a large portion would. And this is why
"A study conducted by AOL and Universal McCann found that 82 per cent use handsets at work, 81 per cent while shopping, 65 per cent while on the way to work and 80 per cent when at home."
Clickthrough Marketing - 11 Jan 2010
So when considering this addition to your business - ask yourself what is the core function of your site/campaign? Also what campaigns can you use it with in mix?
Also use your website analytics to see how many users are accessing your current site via mobile browsers already.
You want the Smartphone friendly sites/apps to make mainly available these functions, in a simple yet direct manner.
For example; you may advertise a Christmas poster campaign in a shopping centre and have a link to a campaign based website on the poster - e.g. mobile.theaushh.com/Christmas (*note this isn’t real site). The figures suggest that 81% of the human traffic may possibly load up this address and find out more information that they otherwise wouldn’t in a traditional sense.
You want to;
- Meet users needs quickly
- E.g. store locations
- Make navigation clear and obvious
- Make content direct and purposeful (back to core functions)
- Only show the essentials
Marketing campaigns, or advertisement space can all capitalise in this area. They can be used in conjunction with other campaigns, and be dynamic to the campaign.
The study shows people are on their phones - if you advertise a product/service over traditional media (say billboards) people in this day and age have the ability to find out more about the ad straight away using their phones. If they decide to do this, do you want their first interaction with you to be disappointing?
E.g. Of mobile sites
