It doesn’t take a rocket scientist to figure out that potential website traffic who want to experience your site on their mobile devices have remarkably different wants and needs when it comes to the browsing experience. First of all, most mobile devices - up to and including the tablet PC - have much smaller screen resolutions than the laptop and desktop playing field. The least sophisticated of Web-capable phones (those with some Internet access, but below 3G standards) only offer a few square inches for the viewing experience and are slow to load many graphics. Even a large tablet computer will be noticeably smaller screen than even a compact laptop screen (though comparable to the netbooks that did become popular prior to the tablet’s emergence).
Then, there are operating systems to take under consideration. Obviously, Apple products will run markedly different programs than those on a Windows or Android based mobile device. All of this will mean that you’ll need to know how to manipulate your traffic’s experience based on the mobile devices you know they are using.
Obviously, enterprises operating on shoe-string budgets don’t have the luxury of tackling each and every opportunity at once. Therefore, there needs to be some system of differentiation and prioritization. Finding out which devices and systems to target can be a bit intimidating, but there are some fairly easy ways that you can learn what you need to know. One of the fastest and most affordable is to conduct a simple survey.
The Mobile Marketing Preliminary Research Campaign
Surveys are incredibly sensible, simple and highly economical - especially if you are already using an email marketing client that allows for the creation of simple surveys for your list subscribers. What you do then is create a simple survey - preferably with no more than 5-10 options for your subscribers to chose from - to indicate which mobile devices they regularly use. Consider making this a check-the-box survey where multiple answers are allowed and encouraged.
You can greatly increase the conversion rates in regards to fishing out the specific information you need by offering some sort of incentive for survey completion. This might mean offering access to an exclusive free report, a discount code for use with the next purchase or some other low- to no-cost option that will sweeten the deal and encourage the people who are most likely to respond to your mobile marketing initiatives to tell you the best way to get it done.
Put a solid deadline on your survey incentive so that you can quickly and easily tabulate the answers for an overall understanding of which mobile devices will offer you the greatest financial rewards. You can spruce up your survey with additional questions, asking subscribers which ways they prefer to receive communications. You might find that even though a lot of people have iPhones, if they do, they are only interested in specific apps, which you’re not ready to produce at the moment. If this is the case, it sure helps to know that they prefer to receive text messages and discount codes, etc. - a campaign that is often well within reach of even the most cash-strapped establishments.
Once the deadline has passed, it’s time to tally up the information. While your survey client may offer you free reports that break down the information you need and ignores what you don’t, this may not be the case. If you need to do it the old-fashioned way, here are some of the more important things you want to find out:
1. How many total subscribers were invited to participate in your survey?
2. Of those, how many subscribers DID participate?
3. Which mobile device had the greatest popularity? Work your way down the list until you have created a glimpse of your market’s mobile capabilities.
4. If you asked other questions, tabulate the answers here. For example, if you asked which method was preferred for marketing messages, what answer came out on top? Which was the biggest loser.
Now that you are armed with a clear overview of your target market and their mobile marketing preferences and options, prioritize your list of options and ready yourself to visit some of the following websites for more information on coding your site to various specifications for easy access across the board.
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