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BizReport : Mobile Marketing : January 25, 2011

What brands need to know about mobile before jumping in

Just last week comScore issued a report indicating that mobile email seemed to be surpassing web-based email for consumer use. In addition to email, consumers are using mobiles to browse the web, download and use apps, music and games and to text or call friends. One area where mobile use is only now become a trend is the couponing/discounts area.

by Kristina Knight

augmejpg.jpgOver the 2010 holidays consumer use of 2D/1D barcodes increased tremendously as they looked for product deals and information. According to Augme's David Apple, Chief Marketing Officer, this is one trend that could explode over the next twelve months. This means that brands need to get involved in creating or using their own codes for products.

"QR codes are universal. To read a code, [consumers] just need a 2D code reader. It isn't proprietary," said Apple. "I think we're going to see the QR code - and it may be a short lifespan of two to three years - be as popular as a URL or other communication tool."

But, before a brand jumps into the deep end with mobile discount offers or QR codes, they need to ensure that their mobile site is running properly. From the content on a mobile site to the mobile shopping cart, if the site doesn't render properly consumer will not come back.

"Mobile is coming back to being about content rather than apps," said Apple. "The perception with many business is that they have to get involved with a 'known' or 'popular' brand - a carrier or provider, to be successful in mobile. All brands really need to do, though, is...appeal to the consumer."

Apple compared mobile now to the Internet fifteen years ago. Then, brands didn't realize just adding a URL to a movie poster would generate results. Now, brands need to advertise their mobile presence in a similar way. The key to that is content - just as content is key to etailers.

First, the content should be succinct. Mobile screens are smaller and mobile consumers aren't willing to scroll through a 1,000 word product information page. Second, check the image rendering process to ensure that pictures show up across a variety of screens. Finally, check, check and doublecheck mobile shopping carts. One mis-step in which a consumer tries to buy a product via a mobile without success can quickly morph into a brand issue as they share their experiences through text, social networks or email.

"For many [consumers] mobile is the primary computing method, but there are still a lot of brands who aren't mobile-friendly," said Apple. "Their websites don't render, the content is too large, the checkouts don't render, and that is pushing consumers away."

Tags: Augme, mobile advertising, mobile content, mobile marketing, mobile trends

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