Direct Line Blog

Mobile: It's not just 'the tiny Web'

Share this article:
Mobile: It's not just the 'tiny Web'
Mobile: It's not just the 'tiny Web'

Just because a mobile device has a tiny screen doesn't mean it's a mini PC. It's an unfortunate mind-set that Liquid Wireless president Jason Cianchette often bumps up against.

“One thing I always tell people: This is not the tiny Web—if you think about it like that, you're going to have a difficult time of it,” says Cianchette, whose company specializes in mobile lead generation, media buying and, analytics. Liquid Wireless was acquired by Publishers Clearing House (PCH) a little less than a year ago.

Some marketers are intimidated by mobile's sweeping rise—but many others out there take the opposite approach, sometimes to their detriment.

“Some people are too cavalier; they go in with all their Web best practices and preconceived notions of what mobile is," Cianchette says. “Don't just re-create the exact same thing as online and fit it into mobile."

While quite a few PC best practice rules of thumb make sense for mobile, some simply don't, and it's up to marketers to reevaluate their overall goals and figure out how best to accomplish those objectives on mobile. It's its own channel, and it deserves to be treated that way—especially considering how much traffic's coming through mobile devices.

For example, after working with Liquid Wireless, Publishers Clearing House now drives a pretty significant amount of revenue through its email program via mobile. Since acquiring Liquid, PCH's mobile email activity is actually up by 20% from back in the day when users were primarily accessing email on PCs.

One best practice that applies to Web and mobile is page load time. Mobile users have even less patience than PC jockeys when it comes to pages that load slower than paint dries. In fact, mobile users have “no patience for it” at all, says Cianchette.

It's an awkward situation for mobile marketers. Mobile devices have higher latency connections and smaller processes to boot (ha). That combined with the average mobile user's attention span—comparable to that of a hyperactive fruit fly on vacation—means marketers have to stay super-attentive to user needs.

And then there's the hardware. While it doesn't really matter much on the PC end, it makes a world of difference to the success of mobile campaigns and a marketer's ability to target well.

“With a PC, it doesn't much matter if someone's using a Dell or a Lenovo, and no one looks at the ISP [Internet service provider], whether it's Roadrunner or Cablevision—no one really cares,” Cianchette says.

But with mobile, which handset people have and the carrier they use makes or breaks a marketer's ability to reach them. Take Verizon, for example. It's an expensive postpaid carrier you need a credit card to sign up for.

“For me, I have a $600 phone on Verizon, and that's very different than if someone has a track phone with a prepaid plan,” Cianchette says. “So yes, a lot of things related to mobile have parallels to the Web, but there are many unique challenges, too.”

In other words,  does not equal . Take note.
Share this article:
close

Next Article in Direct Line Blog

Sign up to our newsletters

Latest Jobs:


Company of the week


Concerned about growth? With over 25 years experience in the industry, the list experts at Fairfield Marketing Group possess the know-how to help immediately improve any domestic or international direct marketing effort. First-time and well-established mailers can rely on Fairfield Marketing Group's expertise to help launch campaigns into positive and profitable ventures.

Find out more here »

More in Direct Line Blog

In a World of Technological Novelty, Execution Prevails

In a World of Technological Novelty, Execution Prevails

A successful business and marketing strategy needn't rely on unique ideas so much as exceptional execution of any idea, a marketing expert says.

Is 5-Day Delivery USPS's Way of Saying It's Giving Up on Mail?

Is 5-Day Delivery USPS's Way of Saying It's ...

The head of the PRC and a noted union leader think so. They wonder why such an exclusive business isn't 24/7 instead.

Président Replaces Cheesy TV Spots with Digital

Président Replaces Cheesy TV Spots with Digital

Marketing + Cheese: What more could you want?