Cover Story: How Mobile Is Your Marketing?
"Mobile isn't just a tactic, it's how consumers are choosing to consume information," explains Matt Wittier, vice president of account services for Seattle-based direct marketing agency The Hacker Group. "Many smart devices offer something very close to a 'real' Web experience, but we still have a ways to go to reconcile issues like Flash [which iPhones and iPads do not support] and optimized video."
Even bigger than the technical and strategic issues is this: What does your audience want? Wittier says, "What's more important is whether or not a consumer really wants the full Web experience [on mobile devices]. Remember, full email is possible on many phones. But many consumers still text, which is unique to their phones. ... Consumers will ultimately decide their own tolerances for increased functionality, features, etc. on their smaller screens."
"In a nutshell," says Ricci, "brands that believe mobile equals Web are fraught with failure."
2. How do mobile websites differ from
Answer: e. All of the above
"Mobile is a unique and distinct access channel to the Web," explains Joel Morrow, CEO of Mobile Fusion, a Denver-based social media and mobile marketing agency. "When on-the-go consumers access the Web [through a mobile device], the tasks they are trying to accomplish are materially different than the desktop Web."
For example, when consumers view a company's website on their mobile phones, Morrow says they are usually "trying to find how to contact or find the company. They are not researching the company or applying for a job. Thus, the mobile website needs to be laser-focused to help the on-the-go consumer finish tasks as quickly and simply as possible."
"There are a number of ways in which mobile, Web and tablet scenarios are different, including the obvious ones such as screen size and processing power," says Andrew Martin, vice president of the North American division of London-based digital marketing agency Metia. But, "it goes so much further than just adjusting for screen size and bandwidth. Designers need to think about the capabilities that a mobile device has and how these can be used to provide the best user experience."