5 Mobile Marketing Tips From Cindy Krum

Source: http://searchenginewatch.com/article/2103548/5-Mobile-Marketing-Tips-From-Cindy-Krum

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In 2005, I remember asking the audience at my SES San Jose session how many were using analytics and was amazed when only about 25 percent of the room indicated they were. Now it appears mobile marketing is in the same situation. A recent survey found more than 50 percent of web designers ignored mobile browsers when developing site designs.

“This year, mobile web access has risen to nearly 15 percent of all UK web traffic, which means the number of websites missing out on this prime traffic is also increasing,” Heart Internet director Jonathan Brealey said.

Financial Times chief executive John Ridding noted recently that mobile registrants to FT convert to subscribers two and a half times more than any other access method. Does a possible 250 percent increase conversion get your attention?

Cindy Krum, CEO of Mobile Moxie and author of “Mobile Marketing: Finding Your Customers No Matter Where They Are,” has spoken at numerous SES conferences around the world. And mobile was once again a hot topic at SES San Francisco this year – mobile marketing was named by many speakers as a key component of the future of search.

“The cell phone is where people go to fill their down time and find information to guide their daily lives. Get hip to the mobile aesthetic or suffer the consequences!” Krum said.

She said the main thing with mobile is you need to build your site with a flexible template that can accommodate to fit a variety of screen sizes, and orientations gracefully. Like in the early days of the web, many companies are phoning it in and creating mobile “brochure-ware” rather than really trying to create utility or build a great user experience, Krum said, adding that an app-like look and feel will be well-received on your mobile site.

Additionally, you want to code to the highest standard possible. XHTML is generally ideal, she noted, “but be ready to start learning bits of HTML5 and Mobile AJAX to snazz things up. The design aesthetic is also a bit different. You should be drawing ideas and inspiration from apps, rather than your existing site.”

Here are Krum’s top five tips for marketers getting involved in the mobile space.

1. Outline and Prioritize Development & Resources

Your priority should be the most likely reason customers have for accessing the site – not the ideal reason. For example, even though a bank may want to help customers create long-term investment accounts from their mobile phone, because that is the most profitable transaction, doesn’t mean your bank site should focus on long-term investment accounts. Your mobile site should still focus on everyday tasks like checking account balances and finding ATMs.

A mobile site really has the opportunity to shine and make a difference for your customers with the monotonous, everyday tasks. Special activities such as researching investment accounts will still most likely happen at a full-sized computer.

2. Check the Competition

Look at applications in your vertical to see what they look like and what kinds of functions they include. This is the new bar and your site should meet or beat the expectations set by those applications.

Take this information and compare it to the sitemap of the desktop site and the goals you have set for the mobile site. Determine which of the app functions you will be able to replicate or emulate on the web and which will have to be adapted to work in the browser.

3. Educate Yourself on User-Agent Detection and Re-direction

There are ways to do it properly and ways to get all of your mobile pages removed from the mobile search results very quickly. (Synopsis of the concept and its impact on SEO here).

Create a site plan where mobile page urls are formatted as mirrors of the desktop URLs, with only a slight difference, like the addition of a “.” or “/”. This will make the user agent detection and redirection script eminently easier to generate, and will keep your development team a bit more sane.

4. Read up on Cache Controls and Header Controls

Most SEOs ignore these things, but they can affect the load time and indexing of the site (great article on this here).

5. Create a Promotion and Integration Plan

This is very important to create a quick awareness & adoption for the new content. This is where your initial ROI will come from, so it can’t be ignored.

Use every opportunity you have to make your existing customers aware of your mobile site. They are going to be the easiest people to get to the mobile site.

This means including a list of features with screen shots in newsletters, social profiles and on your desktop site. It also means setting up a mobile PPC campaign, at least for your brand-terms, and maybe even adding a line about it in your standard email signature line for a couple weeks.

Like any launch, you should create and push a press release about the new mobile content, and if you are running traditional media ads like print, direct mail, TV or radio, you should also mention the mobile site there.

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27 Responses to 5 Mobile Marketing Tips From Cindy Krum

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  4. This is getting a bit more subjective, but I much prefer the Zune Marketplace. The interface is colorful, has more flair, and some cool features like ‘Mixview’ that let you quickly see related albums, songs, or other users related to what you’re listening to. Clicking on one of those will center on that item, and another set of “neighbors” will come into view, allowing you to navigate around exploring by similar artists, songs, or users. Speaking of users, the Zune “Social” is also great fun, letting you find others with shared tastes and becoming friends with them. You then can listen to a playlist created based on an amalgamation of what all your friends are listening to, which is also enjoyable. Those concerned with privacy will be relieved to know you can prevent the public from seeing your personal listening habits if you so choose.

  5. pregnant says:

    The new Zune browser is surprisingly good, but not as good as the iPod’s. It works well, but isn’t as fast as Safari, and has a clunkier interface. If you occasionally plan on using the web browser that’s not an issue, but if you’re planning to browse the web alot from your PMP then the iPod’s larger screen and better browser may be important.

  6. Kale says:

    I’ll gear this review to 2 types of people: current Zune owners who are considering an upgrade, and people trying to decide between a Zune and an iPod. (There are other players worth considering out there, like the Sony Walkman X, but I hope this gives you enough info to make an informed decision of the Zune vs players other than the iPod line as well.)

  7. If you’re still on the fence: grab your favorite earphones, head down to a Best Buy and ask to plug them into a Zune then an iPod and see which one sounds better to you, and which interface makes you smile more. Then you’ll know which is right for you.

  8. Volt Ecig says:

    Sorry for the huge review, but I’m really loving the new Zune, and hope this, as well as the excellent reviews some other people have written, will help you decide if it’s the right choice for you.

  9. Between me and my husband we’ve owned more MP3 players over the years than I can count, including Sansas, iRivers, iPods (classic & touch), the Ibiza Rhapsody, etc. But, the last few years I’ve settled down to one line of players. Why? Because I was happy to discover how well-designed and fun to use the underappreciated (and widely mocked) Zunes are.

  10. Hands down, Apple’s app store wins by a mile. It’s a huge selection of all sorts of apps vs a rather sad selection of a handful for Zune. Microsoft has plans, especially in the realm of games, but I’m not sure I’d want to bet on the future if this aspect is important to you. The iPod is a much better choice in that case.

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  12. Hands down, Apple’s app store wins by a mile. It’s a huge selection of all sorts of apps vs a rather sad selection of a handful for Zune. Microsoft has plans, especially in the realm of games, but I’m not sure I’d want to bet on the future if this aspect is important to you. The iPod is a much better choice in that case.

  13. I’ll gear this review to 2 types of people: current Zune owners who are considering an upgrade, and people trying to decide between a Zune and an iPod. (There are other players worth considering out there, like the Sony Walkman X, but I hope this gives you enough info to make an informed decision of the Zune vs players other than the iPod line as well.)

  14. This is getting a bit more subjective, but I much prefer the Zune Marketplace. The interface is colorful, has more flair, and some cool features like ‘Mixview’ that let you quickly see related albums, songs, or other users related to what you’re listening to. Clicking on one of those will center on that item, and another set of “neighbors” will come into view, allowing you to navigate around exploring by similar artists, songs, or users. Speaking of users, the Zune “Social” is also great fun, letting you find others with shared tastes and becoming friends with them. You then can listen to a playlist created based on an amalgamation of what all your friends are listening to, which is also enjoyable. Those concerned with privacy will be relieved to know you can prevent the public from seeing your personal listening habits if you so choose.

  15. If you’re still on the fence: grab your favorite earphones, head down to a Best Buy and ask to plug them into a Zune then an iPod and see which one sounds better to you, and which interface makes you smile more. Then you’ll know which is right for you.

  16. Hands down, Apple’s app store wins by a mile. It’s a huge selection of all sorts of apps vs a rather sad selection of a handful for Zune. Microsoft has plans, especially in the realm of games, but I’m not sure I’d want to bet on the future if this aspect is important to you. The iPod is a much better choice in that case.

  17. Tried using your RSS feed and I get a 404 error?

  18. This is getting a bit more subjective, but I much prefer the Zune Marketplace. The interface is colorful, has more flair, and some cool features like ‘Mixview’ that let you quickly see related albums, songs, or other users related to what you’re listening to. Clicking on one of those will center on that item, and another set of “neighbors” will come into view, allowing you to navigate around exploring by similar artists, songs, or users. Speaking of users, the Zune “Social” is also great fun, letting you find others with shared tastes and becoming friends with them. You then can listen to a playlist created based on an amalgamation of what all your friends are listening to, which is also enjoyable. Those concerned with privacy will be relieved to know you can prevent the public from seeing your personal listening habits if you so choose.

  19. Apple now has Rhapsody as an app, which is a great start, but it is currently hampered by the inability to store locally on your iPod, and has a dismal 64kbps bit rate. If this changes, then it will somewhat negate this advantage for the Zune, but the 10 songs per month will still be a big plus in Zune Pass’ favor.

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