7 Tips to Avoid the Most Common Mobile Marketing PitfallsFebruary 18, 2014 By Daniel Rowles
1. It's Not About the Device
2. Don't Ignore Your Audience
Report after report has shown an increase in traffic to websites on mobile devices, but many organizations haven't prioritized optimizing the mobile experience. Just because your website works on a mobile device, doesn't mean you're offering the best possible experience. Also, don't forget to go beyond your website and think about how you interact via other channels like email and social media, and how well these channels are optimized for mobile.
3. Are You Responsive or Adaptive?
We use the term "responsive design" to describe websites that adjust to display correctly on the device they are being shown on. However, there are a range of different technologies and approaches to creating mobile optimized websites, and responsive design has become a catch-all term to describe these approaches (when in fact what many people are actually talking about is something called "adaptive design"). You don't need to worry about the technology too much, but you need to make sure any designers or developers you are working with are!
4. The Keys to Email Essentials
Many of us now read our emails on a mobile device, so creating mobile optimized emails is essential. You can create responsive emails that adjust to the device they are being displayed on, but this approach is limited to certain email clients. Make sure any email design you use is easily readable on a mobile device, and avoid email templates that have multiple columns, as these are often hard to read on smaller screens.