Managing Mobile Content – Why and How?

By | April 14, 2011

Printers!  Have you thought about adding interactive QR Codes to your printed pieces?  If you are, then are your QR Codes leading to mobilized content?  By this I mean content that provides your audience with a pleasant experience of mobile accessible, easy-to-read content with photos, links and more.  If not, you should consider using a Mobile Content Management System.  These specific types of systems allow you to generate content that is made to be used on a mobile device:  from your website, to your personalized ID card, coupons, ads, and blogs.  The mobile user expects a mobile experience.  If you’re driving folks to a regular web page or a coupon that was made for a regular web page, it’s probably too big to use or view. So don’t blame the QR code – blame the (non-mobile) content.

If you want to use QR Codes on your printed pieces for a marketing campaign, or even customer service applications, think about how your landing pages may look on a mobile phone. Have you ever encountered a landing page that is too big so that you have to scroll around to see the page? What a pain.  That is a big fail in my mind.  Most people won’t put up with it, and will leave before getting through the whole page.   A too-big Personalized Landing Page (PLP) that gets displayed on a mobile phone?  Fail – The mobile user will leave faster than they clicked on it. You went to the trouble of creating a PLP, so why not make it compatible for viewing on a mobile platform?

Also, when you drive folks to non-mobilized content, you can’t take advantage of the capabilities smart phones have inherently built into them, like texting from the page you are on, or sharing the content instantly.   Think about those missed opportunities the next time you create a direct mail or printed marketing campaign.

Mobile Marketing is here and is expanding hard and fast.  If you want to engage with your mobile audience the right way, you must mobilize your content.  If you are producing marketing materials that direct people to a web page, and there is even a chance that your audience will be viewing them on a mobile device (and trust me, they will be), you need to make sure that your content is optimized for the mobile web.

So how do you do that? Here are some tips:

  • Provide minimal and very clear navigation at the top of the page, and make sure navigation is consistent throughout the site.
  • Try not to use sidebar navigation, and make sure that font size is large enough to be legible on a small screen.
  • Don’t use more links unless they are absolutely necessary. You need to take into account the trade-off between having too many links on a page and asking the user to follow too many links to find the content they are looking for.
  • Use clear and simple language. Save long descriptions and blocks of text for secondary web pages, don’t put them on your home page.
  • Try to limit scrolling to one direction if at all possible.
  • Make sure you test your content on different mobile platforms so you know that it will work when viewed on an iPhone, Android, Blackberry, or other operating system.
  • NEVER use popups. Nobody likes them on regular websites, and they are even worse on a mobile device, IF your visitor can even see them.
  • Make sure your site will load quickly, and works well with the memory limitations of a mobile device.

If you take the time to customize your content for mobile devices, you will get a better customer response from your campaign, and customers will be more likely to come back to your site. Mobile is the direction the web is headed – get there now!

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