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BizReport : Mobile Marketing : March 09, 2010


Mobile websites not the same as traditional websites

It is 2010, people, but still many marketers are treating the Internet as a one-size-fits all marketplace to connect with consumers. The fact is, the Internet isn't one-size-fits all, consumers are overloaded with content and ads and now the mobile space is capturing more and more attention. But simply putting your Internet site in the mobile space isn't enough to engage consumers.

by Kristina Knight

First, a few facts. According to a recent Ruder Finn report the average American is spending 3 hours on the mobile web. They are using social networks, shopping, consuming news content and visiting social networks. The International Telecommunications Union estimates that more than 5 billion people will have mobile phone subscriptions by the end of the year.

"A traditional website is not formatted for a mobile browser," said Kyle Knight, President of Kyle Knight Media. "Most websites include complex HTML, bigger file sizes and programs like Flash. The big problem with Flash, right now, is that it doesn't work with the iPhone, one of the biggest smartphone brands out there."

With traditional websites, intended for viewing on PCs and laptops, content areas are configured for best display. Unless these areas are re-formatted to be mobile-specific a website won't show up properly in the smaller, mobile browser windows.

"A mobile website needs to include smaller file sizes and have mostly text so that all mobile browsers can download the websites quickly," said Knight. "The great thing about a mobile website is that you can include all of the content that is on a traditional website. You're just re-formatting the information so that it can be read by a mobile browser. But, people aren't going to spend hours and hours reading information from a mobile browser. You want the most pertinent information you have, as a company or individual, at the forefront of the mobile website, and build the rest of the site from there."

Just how important is social in the mobile space? A comScore report shows that Facebook and Twitter are both blasting into the mobile space, with triple-digit growth over the past year, as consumers look for more ways to stay connected socially. According to the report about 30% of smartphone users are logging on to soc-nets via mobile, a 22% increase Year over Year.

"The great thing about the mobile web is that you can include RSS feeds - Flickr, Twitter, Facebook, PhotoBucket - whatever social networking avenue you use can be easily integrated into a mobile site."

Tags: mobile advertising, mobile content, mobile marketing, mobile websites










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