By Alex Tsatkin | Vice President, Mobile
Editor’s note: The following post was first published Aug. 14, 2013, in Direct Marketing News.
If you’re reading this, you already know that mobile marketing is here to stay. Like social marketing before, and search before even that, advertisers are scratching their heads to figure out what works.
Marketers who embrace new channels first have a clear advantage over their competition. You may be confused by all the options out there and hesitant to invest for fear of wasted budgets. The sad truth is a lot of brands are wasting money on mobile marketing by not tracking performance—or their ROI.
Read on for three key mobile marketing strategies you can use to create accountability in your brand’s mobile activity.
Strategy #1: Mobilize your website
The first and most important step is to mobilize your website, lead forms, and all other digital marketing material. Many marketers wrongly conclude that simply formatting their sites for mobile is enough. However there are additional steps you can take to turbo-charge your customer’s mobile experience and get more of your visitors to take action.
First, remove any extraneous images, pop-ups or other bloated code from your mobile site. Remember that mobile users have network speeds much slower than Web. The old adage of “Keep it simple, stupid” is the best policy in mobile when it comes to site design and optimization. If you’re gathering data, make sure your mobile forms are easy to fill out on all mobile devices by creating large fields that trigger keyboard function when clicked. Remove all extraneous fields that may be a nuisance to a mobile user, including: confirm email, captchas, full address, etc. If it’s relevant to your site, take advantage of the user’s location to offer handy information. Create a click-to-call button to make it simple for prospects to call you immediately upon reaching your mobile site. (more…)