Mobile: Upwardly Mobile
Also think about the emails you send. Are your customers ready for mobile? How do you approach mobile viewing? You could put a link to a mobile version of your email on the email itself, or it may be more effective to let your email "read" the mobile device and send exactly the right version for a BlackBerry, iPhone or Android. You may even be able to customize the experience for each type of device.
Diligently optimize and test your emails to be sure your messages are shown to their best advantage on the various mobile devices.
Promote the Space
Once your mobile site is optimized, drive traffic to it using offline and online media.
Consider newer technologies like QR codes. These simple and cost-effective engagement devices can be used in almost any offline medium to drive visitors to your mobile site—outdoor billboards, print ads, direct mail and more. It's a very inexpensive way to increase involvement, stimulate demand and drive more sales.
Mobile display advertising gives you another opportunity to reach an incremental and unique audience, and it can provide a direct link to your sales channels. If your sales depend on calls or clicks, mobile display advertising can be very advantageous because it enables high sales-channel integration and post-click engagement.
Mobile advertising, by necessity, is streamlined. But it's possible to do a lot in a small space. For example, our organization created a mobile customer acquisition campaign for one of our clients that asked responders to click to call a customer service representative. It worked very well, but we also created a mobile site for people who wanted to know more before calling. That site has several videos that explain the benefits of the product in more detail, and it gets three times as many sales conversions as the click-to-call campaign. It's all about providing consumers an enhanced, relevant experience.