What You Need to Know About Optimizing the Mobile Channel
That's where mobile targeting comes in. Gone are the days when one smartphone or two smartphones dominated the market. Today there's a wide range of wireless devices, browsers, screen sizes, carriers, network speeds and so on. You'll want to know which mobile device capabilities your visitors are using. You can use that information for content targeting, enabling you to discover how varying types of mobile-optimized content influence user behavior and ultimately site profitability.
In doing so, you'll be able to test, measure and ultimately deliver the content, layout and promotional offers that are more effective for each mobile device category. For example:
- preferred markup language: HTML vs. WAP/WML;
- keyboard type: physical vs. touchscreen keyboard;
- screen dimensions and rotation support;
- browser capabilities: scaling, Flash and AJAX support;
- cellular network data speeds: 2.5G, 3G and 4G; and
- mobile operating system: Apple iOS, Android, Blackberry/RIM, Windows Mobile and Palm webOS.
Understanding how each mobile site element influences the visitor experience is the essence of the "test-learn-repeat" process that marketers can use to prove (or disprove) the effectiveness of new ideas and continually improve their mobile site's ability to achieve and exceed marketing goals. Armed with the knowledge provided by mobile optimization, marketers can focus on achieving optimization goals and derive an unprecedented level of data accuracy — all while saving precious time, money and resources.