Cover Story: How Mobile Is Your Marketing?
To keep permission, and prevent the government from potentially stepping in with privacy legislation, marketers must also show consumers their interaction is worthwhile. "Be transparent and provide value for the trust a consumer gives when providing his or her mobile phone number," says Morrow. "If it isn't of value, don't text it."
4. What primary advantage do apps have over mobile websites?
Answer: b. They optimize content for mobile operating systems
"The greatest frustration that consumers find today is being transported to a brand's broadband site and having to navigate that in a much smaller piece of real estate" on the mobile device's miniature screen, says Ricci. "The explosion of downloadable native apps for these platforms further underscores the fact that consumers expect a different experience on their mobile devices than they do with a brand's website."
Ricci emphasizes the "native" concept because apps allow marketers to tailor the experience to each specific mobile operating system for which the app is built. This goes hand-in-hand with tailoring it to the user's ideal mobile experience.
"If you're walking down the street trying to use an app on your mobile, you're not able to devote 100 percent of your effort to using it. You're probably not even using 100 percent of your hands," says Martin. "Apps need to be designed to take this into account to maximize the user experience."
Yelp is an example of good app design paying off, according to Martin. In May 2010, 27 percent of Yelp's searches came from its iPhone app, which had 1.4 million unique users—4 percent of its user base.
"The use case in this example is clear," says Martin. "When people are out and about, they're looking for businesses near where they are. The app needs to be designed to deliver this functionality as quickly and easily as possible."