Email: The Gateway Drug to Mobile
Now is the time to be creating and changing your web properties for the mobile user experience. Starting with your own email marketing or website is likely the lowest hanging fruit, but never skip strategy.
Mobile Madness
A couple years ago, Shiv Singh, who was participating on a social media panel at South by Southwest, boldly stated, “if you are not in mobile, you are not in social.”
As one who runs a social media agency, that statement struck hard. For one, we weren’t doing anything in mobile at that time – and almost none of our customers were approaching us with specifics about what they needed in this space. I suppose that was our job, right?
Apps Withdrawal: Focus First On Strategy
I like to interchange the word “apps” in this context with “tactics” to make the point that many entering the mobile space are approaching it incorrectly with an apps feature-centric perspective.
I saw this firsthand at last month’s second annual AppNation conference, where my key takeaways boiled down to:
Granted, AppNation is carving out its own developer/marketing conference niche, but what I was really looking for (strategy) came a week later at the Mobile Marketing Strategies Summit.
As always, Jeremiah Owyang’s perspective puts strategy as the first order of business. So should yours. See the video and slides from his keynote there on how to develop a mobile marketing strategy.
Dealing with Addiction: Where Email Comes In
At WOMMA’s School of WOM event last month, a simple question was asked within a large room packed full of people: “How many of you grab your phone first thing in the morning to either check email before you get out of bed or just before going to work?”
Not surprisingly, the vast majority of people in the room raised their hands. I cringe to think of all the emails people are reading on their phones, and how many contain links to web properties that are barely readable on those tiny screens.
As you review the following, consider why our email habits and smartphone usage will get and keep businesses hooked on mobile in the months and years to come:
Step 1: Admit You Have a Problem (Then Get to Fixing it)
Here are a few tactical guidelines you’ll want to look into:
Be prepared to test as you experiment with different formats to accommodate your mobile audience. Always watch the analytics, and consider polling your customers to determine how to best serve them with phone in hand.
Finally, if you find your co-workers still questioning the validity of a mobile strategy for your organization… I hope you’ll deal this article to them via email from your cell ;-).