Section 508

June 11th, 2013

6 sins of mobile

What do Pampers, Dove, Panasonic, Avon, Johnnie Walker, Xerox, Coca Cola (UK) and Pepsi (UK/Spain) and more than 30% of the other top 100 global brands have in common? They don’t have mobile websites for their main destinations (.com, and .es). They’ve also failed on most other accounts of a successful mobile strategy.

Here are the top 6 mobile sins that any brand/business should be ashamed about.

1. No mobile website
This is so obvious that we won’t even elaborate on it. Visit the brands mentioned above and see where you end up. Shameful! In Q4 2012 23.1% of all web traffic came from mobile devices and this is rapidly increasing. What do you think?

2. Mobile strategy = web site optimized for mobile
Accessing the web from a mobile website usually means that the customer is on the move and frequently in a hurry to carry out a task. A successful mobile site or app is designed based on mobile usage behavior and not based on an existing website. Think mobile first!

3. Content and apps not optimized for mobile devices
Pampers has 1.6m fans on Facebook and a high level of engagement but what happens when you click on one of the links from your mobile? A full PC Website embedded in an app. Most Facebook apps and content (videos, images, micro sites, etc) are not optimised for mobile which means that you potentially lose leads and engagement from the approximately 50% of users that access Facebook from mobile devices.

4. Out of date content and services
Unfortunately most brands launch apps, mobile sites, SMS campaigns, etc without thinking beyond the current campaign. Every mobile app, mobile site, Facebook app, etc needs a roadmap for updates, optimisation and fixes based on user feedback and a plan to continue the engagement. You’ve got the customers attention, now keep it!

5. Lack of marketing support
Launching a great app or mobile web site without an integrated marketing campaign. Yes, 1 in a 1000 apps and mobile sites go viral and doesn’t require any marketing support but the other 999 do. Consider SEO, Social, Embedded content/feeds, CRM, cross-channel marketing, etc.

6. It only works on a few devices
Most mobile sites work well on the iPhone and maybe on the latest Samsung Galaxy device but test it out on other devices and there will be issues. Most brands and agencies simply cheat and don’t do any quality controls at all. This potentially means that millions of users will get error messages, crashes, badly formatted content and more damaging your brand and reducing conversion rates. Don’t forget to test your mobile solution across the devices that the target audience will be using. Test on OS, specific devices, screen sizes, etc.

To learn more about what you should do rather than what not to do keep reading our blog over the next weeks as we begun to post one great tip to succeed in mobile every week.

Tags: Brand Marketing Mobility Strategy UX, Web & App Development

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