Post by account_disabled on Mar 4, 2024 22:45:03 GMT -5
This post is not really about responsive websites. We wanted to address a broader issue. There are some marketing topics that seem to make it to the boardroom before others. Social media was one of them. Over the years we have heard a lot of people ask: “what is our social strategy?” and now we are hearing: “what is our mobile marketing strategy?” . However, we don't want to give a talk about responsive design, mobile user-agent server headers, or mobile googlebot. Those things have their place, but they are inherently tactical. Instead, we would like to ask ourselves: “What does a true mobile marketing strategy look like?” Before moving on to that, we offer you some background: Changes in the mobile landscape We have been working hard on the mobile versions since the beginning of 2000. We clearly remember that every year back then was proclaimed “the year of the mobile” (the earliest reference we could find on the internet was an optimistic comment that the year 2000 was going to be the year of the mobile.
It's funny because a decade ago we were doing email on our phones (the iconic Blackberry came out in 2003), but somehow WAP, GPRS and the Nokia 6600 couldn't achieve ubiquity. Finally, by 2007 we had Ecuador Mobile Number List all stopped talking about the year of the mobile, which meant that even the explosive adoption of the iPhone took a while to fully enter the collective consciousness of marketers. A recent conference addressed the three “paradigm shift” trends currently seen in marketing (the other two were called “your TV is just another screen” and “robots are filtering everything you see”). secondscreen Mobile tactics Clearly we are not the first or the last to realize this. It's a topic that has generated a lot of ideas about “mobile-friendly” design and even “mobile-first” design. There are some additional thoughts and references on specific mobile tactics at the end of this post, but before that, we'd like to dig a little deeper into the strategic layer. You should not have a mobile marketing strategy Something is happening that we could define as there is no such thing as mobile.
What we mean by this is that consumers are seeing fewer and fewer differences between their devices. To understand this, we first have to realize that 77% of total “mobile” device use is done from home or work where computers are available. The biggest attraction is not mobility, but a combination of a device that is: Ubiquitous (same device everywhere). Personal (with your settings, a degree of privacy, etc.) Always on/instant on. Designed for quick interaction. It's the same set of trends that is driving the bring-your-own-device trend that IT departments are having to learn to deal with. Our computers are resisting by becoming more like our mobile devices (instant on, app stores, even touch screens), and our mobile devices are adding to their ubiquity advantages with features that were previously limited to computers (faster processors, bigger and brighter, faster connections, better keyboards). evolution-of-new-technologies-computers-and-mobiles So, when you realize that all our data is in the cloud and our connection to the physical device is only sentimental.
It's funny because a decade ago we were doing email on our phones (the iconic Blackberry came out in 2003), but somehow WAP, GPRS and the Nokia 6600 couldn't achieve ubiquity. Finally, by 2007 we had Ecuador Mobile Number List all stopped talking about the year of the mobile, which meant that even the explosive adoption of the iPhone took a while to fully enter the collective consciousness of marketers. A recent conference addressed the three “paradigm shift” trends currently seen in marketing (the other two were called “your TV is just another screen” and “robots are filtering everything you see”). secondscreen Mobile tactics Clearly we are not the first or the last to realize this. It's a topic that has generated a lot of ideas about “mobile-friendly” design and even “mobile-first” design. There are some additional thoughts and references on specific mobile tactics at the end of this post, but before that, we'd like to dig a little deeper into the strategic layer. You should not have a mobile marketing strategy Something is happening that we could define as there is no such thing as mobile.
What we mean by this is that consumers are seeing fewer and fewer differences between their devices. To understand this, we first have to realize that 77% of total “mobile” device use is done from home or work where computers are available. The biggest attraction is not mobility, but a combination of a device that is: Ubiquitous (same device everywhere). Personal (with your settings, a degree of privacy, etc.) Always on/instant on. Designed for quick interaction. It's the same set of trends that is driving the bring-your-own-device trend that IT departments are having to learn to deal with. Our computers are resisting by becoming more like our mobile devices (instant on, app stores, even touch screens), and our mobile devices are adding to their ubiquity advantages with features that were previously limited to computers (faster processors, bigger and brighter, faster connections, better keyboards). evolution-of-new-technologies-computers-and-mobiles So, when you realize that all our data is in the cloud and our connection to the physical device is only sentimental.
