Mobile Marketer’s Classic Guide to Mobile Commerce - Great Read
Mobile Marketer put out their “Classic Guide to Mobile Commerce” in November, filled wtih 30 articles from key players in the mobile web and commerce space. The articles range from mobile marketing, mobile payments, and mobile web design.
Too much to sum up here, but there are two articles that I found very pertinent to the importance of mobile web.
The first is on page 9, “Mobile Commerce: Leverage the targed impulse purchase opportunity.” The key to this article is the discussion of how retailers can engage customers more meaningfully, and as a result increase sales. But, more importantly, the graphic in the article shows how all of the various mobile marketing initiatives all point back to your “mobile marketing presence” or your mobile website. Text messages, online advertising, SEM, mobile couponing, store displays, rewards programs all need to be tied together with an enjoyable mobile user experience.
The second is on page 26, “So, you have a mobile site. What’s next?”. I like this article because it assumes you’ve taken the right initiative to develop your mobile site and discusses how to promote that site to maximize it’s effectiveness. I think this is where many organizations get stuck. Let’s not forget that your customers are already going to your existing site, mobile or not, on mobile devices, so it is safe to assume that you will see traffic on mobile with the proper analytics tools, but your traffic will increase once you have optimized the mobile site for mobile. But, once you’ve made the investment in time and money to optimize your site for the mobile device, this article discusses how to promote the site further.