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BizReport : Mobile Marketing : August 05, 2011

How to better the mobile experience

The Internet is buzzing with the possibilities for personalized online experience; no place is better for a personalized experience than mobile. Yet according to several reports, mobile ads and many mobile websites aren't connecting with the consumer. Here are a few tips to improve your site's mobile experience - before the holiday rush hits.

by Kristina Knight

I recently had the chance to chat with Pontiflex CEO Zephrin Lasker about trends in the mobile space; you can read part one of our Q&A here.

Zephrin Lasker, Pontiflex CEO: Marketers state that the top three marketing priorities in 2011 are to improve ROI from mobile advertising (73%), increase email subscribers (54%) and build a social community (53%). This shows that marketers are not looking at mobile advertising in a vacuum. They want to integrate mobile, email and social marketing initiatives.

Kristina: Moving toward Q4 and into 2012, what do brands need to do to better utilize mobile?

Zephrin: Brands need to run ads that are respectful of the user experience. [People] want to receive content and advertising that is personal and meaningful to them. Instead of using the 'one message fits all' broadcast approach, brands need to use mobile to connect with real people and engage them in a relevant way. And needless to say, they need to do this in a way that is respectful of user privacy.

Kristina: How can retailers and brands improve the mobile experience for the consumer?

Zephrin: With the vast majority of consumers shifting to smartphones, the industry needs to adopt quickly with user experience at the forefront of mobile strategy whether it be in regards to mobile landing pages, considering mobile video advertising or thinking about the ideal way to handle in-app advertising. For example, a large amount of mobile web sites, especially landing pages, are not adapted for mobile. By using simple free tools, like Google's mobile landing page creation tool, advertisers can ensure that the content experience is dynamically adapted when accessed by a mobile phone.

Tags: mobile commerce, mobile experience, mobile marketing, mobile tips, Pontiflex

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