Matching the Content to the Customer in Direct Digital Marketing, Part 2
1. Are you able to deliver a device-optimized, rich mobile web experience? Using a content delivery platform that doesn't recognize and adjust to users’ mobile devices can result in a less-than-ideal mobile experience. In fact, a third of mobile internet users in the U.S. are frustrated with their mobile web experience, according to a recent report from eMarketer. Don’t add to that frustration with a delivery platform that doesn’t read well on some devices.
2. Does your mobile partner have the underlying tools and platforms to support device recognition on the fly? If the answer is no, you might not be able to provide the best customer experience. Consumers use their mobile devices for multiple tasks. They may visit your mobile website, as well as read an email from you, all on their mobile devices. No matter what you send them, or where you send it to, it's vital that a mobile partner have the tools necessary to recognize the device in use and quickly optimize that specific experience.
Another important factor to keep in mind is the rapid evolution of the mobile space. What once took weeks to evolve now takes days, so make sure your partner’s mobile device recognition list is updated daily.
3. Do your mobile templates have solid design and technical sophistication? Make sure you have access to the tools and resources necessary to design a mobile template that can emulate and behave in an app-like fashion. The quality of the experience reflects the quality of the brand. Make sure it’s a smooth, professional experience.
Because the mobile channel provides the most personal connection with consumers, it represents an enormous opportunity for marketers. It's essential to choose the right partner that understands all of the aspects of the mobile channel to help put your strategy in motion.