Although there are limitations to the mobile device experience, mobile devices can do several things that a PC can’t do at all, while some things are much easier accomplished on a mobile device. The best mobile websites and mobile web marketing campaigns take advantage of the difference and embrace the capabilities of mobile devices.
It’s a phone (unless it’s a tablet)
Most mobile websites forget to include a big prominent link to call. Tablets usually cannot make a call, but if the user is on a smartphone, chances are good they want your phone number. So make it easy for them to call you.
It can send text messages — even many tablets can too!
Smartphones are text message friendly. And so are many tablets! When I got my first tablet, a sweet Samsung Galaxy tablet from Verizon, it included a phone number that I could send and receive text messages. Other tablet users may have a Google Voice number, that works with text also. Consider asking your mobile users to enter their text message number instead of an email. Text message marketing is a virtually untapped, and highly effective with near 100% read rates.
It can take a picture or video
Most mobile devices have a camera, usually a video camera too. Embrace this capability. Ask your customers for a video testimonial or an every day picture of your customer using your product. You may also want to hold a photo or video contest.
It can play a video
Of course video files are usually larger so that is part of the reason why video accounts for the majority of mobile web traffic, however video is one of the most popular things that people do on their mobile devices. Think about offering a promo video, or an advertisement, or good video content on your mobile website to attract and retain visitors. Keep in mind the bandwidth and mobile network speed limitations too. Instead of youtube or facebook video channels, you may want to consider utilizing a video delivery network to avoid the dreaded video stall.
It shares content and sends email
Mobile devices are social devices. Make it easy for your site visitors to share your content via social media buttons or offer an easy way to email their friends. Many websites offer some type of mechanism to read a user’s email contacts when the user gives permission of course.
Smartphones have GPS location ability
The NSA has been aware of tracking a mobile phone’s location for years, but creative mobile web developers are just starting to figure out how to take advantage of this feature. The easiest way is offer location-specific content, special offers, or even just directions to your location. Geolocation is getting interesting though…. imagine the retargeting potential that is now becoming possible. When someone who has visited your website enters the proximity of your business location or store, you can send them a special offer via text or email.
It can send or receive payments
Phones have become payment devices. For some businesses, this means you can more easily take a customer’s credit card. There are credit card swiping gadgets that plug into the smart phone so you can take a payment. Some stores, bars, and restaurants have eliminated the bulky cash registers and opted for a tablet and card reader as their primary means to accept card payments. And of course, don’t forget that it’s usually rather easy for someone to make a payment on their own mobile device. Online shopping has greatly increased thanks to mobile devices.
It can play music and sounds
Consider creating a podcast or offer a ringtone for people to use on their smartphone. Write a jingle or share a song. Be careful not to infringe on any copyrights, but there are plenty of ways to create custom audio content that will be useful or entertaining to your mobile web users.
Mark their calendar or planner
Many people use their mobile device as a dayplanner or calendar. Help make it easy for them by including a means for mobile web users to immediately and instantly “mark their calendar” or “add an event” before they forget about it.
And of course, it has a web browser too
Keep your mobile website simple and focus on delivering good quality content designed for mobile devices. You will want to keep in mind several of the limitations of mobile devices, but don’t be too wary of linking to other websites with good content. Some people choose to open other sites in another browser window.
Don’t focus on the limitations of the mobile device experience, but focus on how your mobile website or mobile marketing campaign can take advantage of these special capabilities that the desktop web might not do so well or is unable to do. By embracing these differences, you will be able to better connect with your mobile web audience, attract new visitors, and keep them coming back.