OPTIMIZE CONTENT FOR USER EXPERIENCE.
It is difficult to know exactly who is going to access information about your brand digitally, or what device or means they will be using to do it — but when they do, shouldn’t you be prepared to put your best foot forward? Even on the most sophisticated mobile devices, content consumption varies drastically from other digital channels. What you see on your computer screen may look fine on an iPhone, but could be illegible on a BlackBerry or standard flip phone — or vice versa. It’s important to remember that only a minority of Americans own a smartphone. While adoption continues to grow each day, we must remember that MOST consumers are still navigating all mobile content from non-smartphones, and marketers need to tailor content accordingly.
Here’s the reality: It is NOT safe to assume that your content will render appropriately on all consumer devices, including PCs, Macs, iPads (or other tablets), and mobile phones. In fact, don’t even assume that it will render appropriately on ANY of these platforms without performing robust testing across multiple devices and platforms. When a consumer is actively seeking information about your brand on the go, nothing turns them toward your competitors faster than receiving unusable or impractical content. If content requires non-streamlined navigation or an otherwise undesirable user experience, consumers are much more likely to abandon ship than invest time to sift through the mess.
Think about it: if an equipment manufacturer employee, using his BlackBerry, navigates to a well-known engine brand’s website to read about the company’s plan for emissions compliance, and the page renders a distorted screen with 4-point font that is almost impossible to read—is he going to keep trying to read the page and look for a work-around? Or is he going to pop a competitor’s website into his browser and look for the exact same information on a mobile site that works? Here are some key points that marketers should consider, broken out by mobile mechanism (definitions for each tactic were compiled using content from the official Mobile Marketing Association’s Industry Glossary, mmaglobal.com/wiki/mma-glossary):
QR Code
Definition: Quick Response Code — A 2D barcode, scannable via smartphone, that links users to mobile content. The code consists of black shapes arranged in a square pattern on a white background.
Considerations for optimizing content and user experience:
- Did you specify which phones are able to use this technology?
- Have you provided instructions for installing a reader?
- Did you explain how to scan the QR code to view content?
- If QR code is linked to a website, does mobile-friendly splash page or website render when scanned?
- If QR code is linked to a phone number, does click-to-call option automatically render when scanned?
- Once scanned, is it clear how the user can then access your content?
Bluecasting
Definition: A Bluetooth transmitter sends text or picture message to Bluetooth-enabled phones that are within range of its signal.
Considerations for optimizing content and user experience:
- Did you specify which phones are capable of using this technology?
- Is your audience aware that they should check their phones for a message?
- Did you explain to the user how to toggle Bluetooth receptivity on and off?
- Does user have a clear understanding of how to grant permission or opt-out?
SMS/MMS
Definitions: Short Message Service, the technical term for text messaging, refers to an all-text transmission from one mobile phone to another; Multimedia Message Service describes a mobile-to-mobile transmission of pictures, audio, or videos.
Considerations for optimizing content and user experience:
- Does user know how to originate a text message to a short code using his or her specific mobile phone?
- If message contains a website link, does URL automatically render as a hyperlink in text message?
- If message contains a hyperlink, does mobile-friendly site render when link is clicked?
- If message contains a phone number, does number automatically render as a click-to-call link?
- If sending a reply keyword (e.g., “Reply SAMPLE for a chance to win”), has this been tested?
- Did you supply all of the necessary legal disclaimers when prompting user with your call to action?
- Does user have a clear understanding of how to opt-out or request help?
Mobile Applications
Definition: Made popular by the iPhone, mobile applications can be tools, game, or interactive software designed specifically for download onto smartphones.
Considerations for optimizing content and user experience:
- Did you clearly state which devices the app will and will not work on (iPhone, iPad, BlackBerry, Android)?
- Does user know where and how to download the app?
- Is cost (or indication that app is free of charge) specified?
- Are all links being utilized compatible with the applicable wireless devices?
GPS Location
Definition: Range of services provided to mobile users based on the geographical location of their handsets.
Considerations for optimizing content and user experience:
- Did you request (and receive) permission to access and incorporate user’s current location?
- Is user aware that his or her current location is being sourced in the app?
- Does user have a clear understanding of how to disable GPS location component?
WAP Sites
Definition: Websites designed to be optimized for use on mobile handsets; usually text-based, with links and click-to-call content embedded. Designs are typically not very image-heavy.
Considerations for optimizing content and user experience:
- Are you utilizing device recognition software to determine the handset type for each user?
- Do you have unique website page views available to render properly on various standard screen sizes?
- If site offers phone numbers, do numbers automatically render as click-to-call links?
- If site offers hyperlinks, do secondary mobile-friendly splash pages or sites render when links are clicked?
Mobile Web Advertising
Definition: Placements of ad “banners” at top of page or “posters” at bottom of page on WAP sites.
Considerations for optimizing content and user experience:
- Is your message concise and font big enough to convey your message in minimal real estate allotment?
- If banner ad contains a phone number, does click-to-call option automatically render when clicked?
- If banner contains a hyperlink, does secondary mobile-friendly splash page render when link is clicked?
M-commerce
Definition: M-commerce refers to the process of shopping, ordering, and/or completing a purchase for products or services via mobile devices.
Considerations for optimizing content and user experience:
- Are you using device recognition software to determine the handset type for each user?
- Do you have unique website page views available to render properly on various standard screen sizes?
- Are all product images (thumbnails) and descriptions/prices viewable on each handset type?
- Is the payment software being utilized rendering and processing properly for all handset types?
- If site offers phone numbers, do numbers automatically render as click-to-call links?
- If site offers hyperlinks, do secondary mobile-friendly splash pages or sites render when links are clicked?
Mobile Marketing in a B2B World — Read what you’ve missed in the series so far, or check back in the coming weeks for more:
- Part 1 — Introduction
- Part 2 — Keep it relevant
- Part 3 — Optimize content for user experience
- Part 4 — Be concise
- Part 5 — Integrate with other channels
- Part 6 — Rich offers or no offers
Tags: B-to-B, technology
