Watching someone navigate a non mobile optimized site, no matter how big the screen, is like watching a cat chase a laser pointer.
Just when they think they’ve got it, the hunt begins again.
November 13, 2012
September 9, 2012
If you aren’t optimized, at least be courteous. I dislike intercept pages who’s only purpose is to push app downloads. But this example from Showtime is more contextually valuable.
The page I’m looking for isn’t optimized. So rather than automatically dumping me into a subpar experience (desktop page or auto redirect to mobile home page), I’m given options: download an app, go to the mobile site or continue on to the desktop site.
While none of the options is ideal, my expectations have been properly managed and any frustrations, which would taint my impression of the brand, minimized.
March 2, 2012
The WHY not WHERE of good mobile ads
An article from MobileMarketer.com asked: “Have marketers forgotten about geo-targeted mobile advertising?”
It’s not that marketers forgot about geo-targeted mobile ads, its more they’re not ready to properly execute. From creative to mCommerce or point of sale redemption, the end to end ecosystem for real geo-targeted ads isn’t in place yet by and large.
The other side of the argument is that leading with hyper-location targeted mobile advertising is not a consumer-friendly approach. The offer and value more generally should be the hook. Let users discover location post click on a landing page or within a rich media ad.
Consumers are wary of too much location disclosure. Also, is location the key driver of response generally, never mind just mobile?
Intent or need drive response & consumption usually. If you’re a major brand, people know WHERE to find you. Focus mobile ads first on WHY.
February 26, 2012
Tip: Don’t hold users hostage to access app features. I uninstalled this immediately.
February 16, 2012
Reasons I Might Stick With Android
I’m due to get a new personal phone - distinct from the tether that binds me to work emails. My current device is a Nexus One.
I could wait it out for the iPhone5. And may. But I think there’s a way to have my cake and eat it to. Which suits me fine because there are some things about Android I would severely miss.
- Google products. Especially Gmail and Maps.
- A far better system for handling notifications
- Widgets
- More diverse OS level integration
- Swype
- Chrome to phone
- Chrome browser (OK. Not something I’m currently missing but something I really want to play with since Chrome’s my go-to desktop browser).
The iPhone’s advantages, for me, based on the current OS are a unified music experience since I’ve got boatloads of MP3s in iTunes, slightly better looking apps and early app launches (in most cases) and a better camera. Though frankly, none of these is a game changer for me.
So there you go. No conclusions or anything. No fanboy-ism. Just some idle musing.
The device you choose should be about the best use case/UX given the flow of your own life.
January 7, 2012
Thinking Mobile-First
“People notice if you’re not optimizing for mobile and ignoring mobile users and their experiences can cost publishers.”
November 14, 2011
A Quick List: Sensible Uses of Location
Validation
Discovery
Serendipity
Recollection
Documentation
Safety
Advertising
Loyalty
Dependencies: permission and / or at the very least demonstrable user benefit.
Difficulty: Ego is not a demonstrable user benefit.
September 16, 2011
Be It Resolved. Tablets Are Mobile…
…At least when it comes to advertising.
Tablet advertising very much belongs with mobile, especially if it’s done to full capability. If we’re talking about static display where we’re just dumping an online leaderboard or big box into an app, the argument is admittedly less clear. Unfortunately that type of execution is far too frequent.
But tablet is perfect for rich media / interactive ads. We’re prepared to spend time with content on our tablets. Lots of time. I’ll definitely support the argument that content consumption on tablets is more like online than mobile.
However, the attributes of a good tablet ad – touch interactive, location aware, able to access device hardware – are aligned to mobile ad practices and execution much more so than online with mouse-driven engagement. When it comes to ad experiences there’s more advantages for brands in following what’s been learnt from mobile and more advantages to publishers by enabling the creation of truly engaging experiences.
Tablets are tactile. The ads should be too.
July 15, 2011
Two key types of mobile experiences. 1. Lean Forward - addressing moments of perspiration. 2. Lean Back - filling the need for inspiration.
Within those you inform, entertain, reward, incent or empower.
July 3, 2011
Repost: Four Mobile Web Experiences You Can Offer Customers
NOTE: This article original appear on Mobile Marketer.com. You can find it here:http://www.mobilemarketer.com/cms/opinion/columns/8657.html
In a previous post, I outlined a framework for describing mobile websites. The goal there was to outline a set of experience and execution standards and site features that can help marketers evaluate the evolution of their mobile web presence.
In fact, what should precede the development of your mobile website are decisions about the type of experience you can and want to offer your customers. Each potential experience can be linked to your business and brand objectives. And there’s no reason why any particular approach shouldn’t be viewed as an evolutionary step towards a deep mobile web experience.
Here’s a survey of four types of mobile web experiences you can offer your customers:
1. Conversion-Led
The conversion-led approach prioritizes customer acquisition. Generally speaking, you’re looking at mobile as a channel extension of your CRM or promotions funnel. These sites could be mobile optimized versions of your contest micro-sites or loyalty programs. And it’s likely they’re having traffic driven to them via other channels – either mobile like SMS or mobile advertising or through non-interactive media prompts like print or TV ads.
It’s fair to say that the conversion-led approach is more akin to a landing page strategy where light weight sites are used to provide a frictionless continuation of a brand experience. Key to a successful conversion-led approach is appreciation and iron-willed adherence to a customer-centric value exchange. Make it very clear what you want the consumer to do. Give them an offer that makes it worth their while. Make the design experience suit the medium.
2. Look-up-Led
This approach is arguably the best starting point for any brand marketer looking for a sustained mobile presence. It sets a foundation that can be easily built upon. Its intent is to address the most pressing needs for the widest variety of customers.
The essence of the Look-Up-Led approach is the recognition that a customer visiting your site on their mobile phone is most likely there to find a very specific piece of information which they can they apply to their daily tasks or current circumstances.
Contact or location information would be the best example of this but it would also include price or schedule checking or other product background information (nutrition information, for example, if you’re a QSR or CPG company).
3. Transaction-Led
With a transaction-led approach you’re focussing on driving product purchase. That may mean enabling on device transactions. But it can also be about increasing purchase intent through more immersive product experiences or bridging customers from device to retail through incentives or concierge-like interactions.
Consumer comfort with on-device transactions is definitely on the rise and you can encourage that behaviour by porting familiar shopping chart cues to your mobile site. Existing account authentication, transaction security and clear progress metering are important. Customer support channels should be prominently displayed and will minimize shopping cart abandonment.
Having on-device ordering with in-store pick up is a complementary feature to direct on-device commerce and one that also stands up well on its own. Many customers may come to your site with look-up intent. Price comparisons or inventory availability may be their initial focus but by allowing customers to reserve goods on device and schedule pick up at their preferred location can turn window shopping into revenue. You can also manage that ‘clicks to bricks’ experience through mobile couponing where site visitors can unlock coupons good for their next visit.
4. Content-Led
Publishers, TV networks, and others whose business is based on producing a steady stream of content are the obvious candidates for this approach. But they are not the only ones. The content-led approach can be the evolution of the look-up-led approach and a companion to the transaction-led approach.
The main attributes of this approach are well structured category architecture, a deep and searchable content library, multi-channel sharing (email, SMS, social media, etc…) and multi-media content formats. A content-led approach also benefits from allowing visitors to specify content preferences. While easier to do on a native app, a minimalist registration option can allow for saved preferences and make for meaningful and frequent visits. That can be a real benefit if you’re looking to monetize your content through advertising.
Your own mobile web presence may not fit neatly into just one of these categories. As I mentioned with the content-led approach, combining elements of each may make the most sense given your business and marketing objectives.
What should be front and centre regardless of the chosen approach is an evolutionary view where initial efforts are monitored and visitor traffic data is fed back into your content and design strategies and implementations.
The mobile web is becoming increasingly important and many expect it to overtake native applications as the primary source of customer mobile data consumption. Be prepared. Take advantage.
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I spy a Mobile Ad.
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