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In our last issue we spoke about whether businesses need to have a mobile website. And the verdict was an absolute yes! Today, there are more searches taking place from mobile devices than via computers. In fact, in April, Google tweaked their search algorithms to strongly favor websites that are optimized for mobile, and penalize those that aren't. So everyone should insure they are up to speed...
In this issue, we're going to divulge the 7 secrets to developing a great mobile website that not only engages consumers, but drives a call to action to move customers further along the buying curve.
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You first need to decide which type of mobile website you want. There are basically two kinds...A dedicated mobile site and a "responsive" design site.
A dedicated mobile site is one where in addition to your regular website, you develop a separate one that is created especially for mobile viewing. More recently, web developers have created a solution that allows a regular website to automatically resize and reformat a website based on the screen size being used, rather than redirecting the customer to a totally separate mobile website. This approach is called "responsive design".
All situations are different, but in general, I tell most of of my clients to go with responsive design. And this is the direction most companies are taking these days for the following four reasons:
- It costs less.
- It requires only a single website domain and URL. All consumers go to the same website.
- You don't need to create separate mobile website formats/sizes for iPhone vs. Android vs. Tablets, and this responsive design will continue to adjust by itself to any future new mobile formats and devices.
- Google says they prefer it.
Six More Mobile Site Secrets
Here are the other 6 secrets to launching a super strong mobile website:
- Make sure your mobile "menu" is short and sweet - The screen is too small for a long list of options. Consolidate down to the most important ones. Here's a great example from Southwest Airlines.
- Content should be served up specifically for mobile consumption - You don't want content that is too wide for the screen and requires too much scrolling left to right or up and down, or having to zoom in or out.
- Links must be big enough to tap with a normal sized finger - It's not good to have small buttons that cause people to hit multiple options at the same time.
- Keep navigation simple - And make it very easy for customers to get back to the homepage.
- Deliver info mobile users need right now - contact us, maps, coupons, make a reservation, etc.
- Make Calls to Action front and center - You want to drive revenue or at least build toward it. Make sure buttons like "Get a Quote", "Order Now", or "Click to Call" (as the screen is part of a phone) are very prominent. Here's a great example from Progressive Insurance.
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Revolutionizing Your Website, Mobile Marketing and Social Media for 2016!
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Want to get to the next level with your digital strategy? Need to get more into mobile or social? Want to drive a lot more revenue with digital and your websites, but need a bit of help? That's our sweet spot!
If you're looking to revolutionize your digital or mobile in 2016, now is the time to start thinking about getting this integrated with your 2016 business and marketing plan process. So drop me a note by clicking here or give me a call in my office (248-569-9366). And if needed, our EQ Pulse® digital benchmarking process can identify strengths, weaknesses, opportunities and risks vs. key competitors to help build a 2016 digital plan that will outmaneuver the competition and potentially take you to new heights!
We've helped many of the biggest companies in the world...companies like Procter & Gamble, Novartis, Pitney Bowes, Krispy Kreme, Hyundai Capital, Readers Digest, Nestle, and Textron; as well as many small-medium sized companies...and we'd love to help you too!
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Hope you enjoy my digital newsletter, and if you do,
why not share the newsletter with a few of your friends or business colleagues?
Until next time, good luck and good selling. And have a great summer!
Yosi
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Yosi Heber is the Founder and President of Oxford Hill Partners, LLC, a strategic marketing firm specializing in traditional marketing strategic planning, and in helping companies maximize their website, digital, social networking, and mobile marketing revenue potential. His clients include many of the world's most famous corporations including Procter & Gamble, Novartis, Pitney Bowes, Nestle, UnitedHealth Group, Krispy Kreme, Textron and Readers Digest. He also currently serves as "Acting CMO" for a number of companies as well.
Yosi spent many successful years in senior executive positions at Kraft and Dannon where he invented the $800 million dollar kid yogurt category, and as CMO of the Entertainment Division at Barry Diller's interactive conglomerate - IAC/InterActiveCorp, where he worked with Expedia, Ticketmaster, Lending Tree, and Match.com.
Yosi is a highly sought after speaker at many major conferences and universities, including Harvard, Columbia, and Wharton Business Schools, The DMA, ad:tech, Conference Board, and IIR. His work has been featured in publications such as The New York Times, USA Today, DM News, and Advertising Age.
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Generation Z (Those under Age 20) - Digital in Their DNA (JWT - Slideshare)
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Outstanding presentation from the J. Walter Thompson Innovation Group about Gen Z...those consumers under age 20. Very relevant reading for all marketers.
Like the badly behaved older child, millennials are getting all the attention. Ignored is their younger sibling-the ambitious, engaged, sensible child. It's time we looked at Generation Z, a group that wants to change the world and might just do it. They've got digital in their DNA, so they're onto something...
Have a Look Here |
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The Evolving Role of Content in the Digital Experience (iMedia Connection)
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As the content marketing landscape continues to evolve, the days of simply publishing and managing content are over. Content has become the center of the digital experience, providing marketers a huge opportunity and need to better understand the real role of content, how it's changing, and what they can do to break through the noise to reach customers.
Read More Here
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