Recent statistics show that the mobile has surpassed any other device for accessing the internet, especially for internet use while on the move (IAB’s Mobile & the Media Day study, 2011). Since November 2010, Smartphones made up 70% of newly acquired devices. Tablets are also another popular hand device set to play a large role with ecommerce on-the-go.
Mobile is the first truly personal medium that consumers are becoming permanently connected to. You can read more on why mobile social is significant in today’s and tomorrow’s business strategy here (http://www.mepls.com/platform/mobile.html). However, there’s more to a mobile strategy than building an iPhone application or sending out a few thousand SMS (text messages).
One important consideration when your firm starts considering a mobile strategy is optimisation of the user experience.
It is important to understand that ads and webpages will perform differently on handheld devices than they do on traditional PCs.
In fact, according to a study conducted by Tealeaf, the majority of the interviewees (83%) are ‘turned off’ by coming across stumbling blocks while making transactions on their handheld devices. They came across error messages, link access issues, being ‘kicked-off’ sites, and other issues that came up because the sites were not mobile-friendly. As a result, the users ended-up feeling frustrated, 61% discourage friends from using the brand, 16% switched brands and 13% abandoned the mission altogether. They all believed that interactions with sites via smartphones should be positive at first attempt.
Developing a different campaign for each type of device would be a nightmare. That’s why MePlease created a platform that automatically optimises a campaign for more than 6,0000 devices including tablets, mobile devices, and PCs.
Delivering the right experience to any device will also encourage sharing of the campaign. We found that mobile users like to share sites, links, ads, etc. onto their Facebook and Twitter pages but only if it is easy for them to do so.
As customers continue to show an increasing appetite for socialising and conducting transactions on devices, it is integral that your mobile and other handheld device customers are not turned off by unsatisfying and unproductive experiences.
Here’s 5 tips for you to consider when creating your digital campaigns:
1. Remember that how a campaign looks on a desktop is not the same as how it will look on mobile devices or tablets. If you don’t want to miss out on reaching up to 60% of your customers who are using mobile devices, make sure your campaign is viewable on all devices.
2. Make sure that all links and icons in your campaign pages are configured to function fully on handheld devices.
3. If you are creating a banner ad, the positioning will be different on a PC than on mobile devices. Ensure you test on a mobile device to see how it displays.
4. Don’t forget to increase the SEO of your campaigns in order to increase campaign participation and the chance that your ad will be prominent on any hand-held device.
5. Finally, the more you know about your campaigns and your customers, the more effective you will become at engaging and encouraging them to become an even better customer.
With the right technology all digital campaigns can be tracked so you can find out in detail how your digital campaigns are performing; including results, important demographic details of your customers, sharing activity, and a breakdown of which devices are being used.