I think mobile marketing holds huge potential for technology marketers right now if they understand that most consumers, and particularly consumers of technology products, are treating mobile devices as an extension of the desktop or laptop browser, not as a separate mode. That means your mobile marketing must now live up to the same standards as your “traditional” online marketing, in all respects, including depth of information and user experience.
The practical implications start with the browsing and research phase of the buying process which is now extended onto the small screen. If you’re selling technology online you have to make sure mobile shoppers experience a full Web site with all of the rich content that you’ve been accumulating to close the non-mobile shopper. At the same time, you have to ensure that navigation, search and interaction with that content is mobile-friendly and mobile-native. It’s a tall order, but the companies that can deliver will grab market share.
However, mobile marketing is not just about the site experience. Many technology products are considered purchases with multiple phases in the buying process. This means you need to make sure that all of your touchpoints with the potential buyer, like follow-up e-mails and social media efforts, are designed to be consumed on mobile devices just as easily as on traditional devices.
It is clear that the sharp point of mobile marketing right now is the consumer checking out specific technology products while they are shopping. We know a lot of smartphone users are doing this and many of these folks are just “one bit” of data away from making a purchase; that could be anything from a detailed list of product specifications to user reviews or comparative pricing.
The challenge here is to make sure that when these shoppers hit your site, looking for that data, you serve it up in a compelling, mobile-friendly way, whether your goal is to sell them that specific product, or shift them to a better product that isn’t available at the store in which they’re currently shopping.
This article originally ran as part of the March 1, 2010 Technique, “Mobile marketing reaches tech targets.” To read the entire feature, click here.
