Mobi? Yes, mobile internet. What is it and should I even care?
Basically, mobile internet involves viewing the internet on a smart
phone. This is typically done one of two ways: either by viewing a
website through a browser, just as you do with your computer, or by
using an app, short for application. Apps are programmed specifically
for the four major mobile systems, iPhone, Blackberry, WindowsMobile and
Android. An app is something the owner of the phone actively downloads
onto the mobile device, whereas a website is just viewed using that
device's browser. I won't be talking about apps here, but will instead
focus on optimizing your website for a mobile audience.
In a recent report, Morgan Stanley projected that global mobile usage will exceed desktop internet use in just five years. Just think: in 1996, everyone had to have a website; in 2009, everyone had to have a Facebook page; and in 2015, everyone will have to have a mobi site.
Should you invest in optimizing your website now, and if so, what does it mean to optimize it? Let's start with the should you. Since you are going to optimize your site in the next five years, I would recommend including a mobile strategy the next time you update your marketing plan. By making it a strategic part of the plan, you will maximize its value.
Now, what does that mean? A first step in optimizing your site is shortening the website content. Your audience will be task-oriented, and will be viewing for short periods of time. What information do they need to make decisions, to perform a task or perhaps just stay up-to-date? That is the only information that should be on the mobile site.
Next, the design needs to be optimized. Start with the home page, and determine what should stay and what should go. Make sure your phone number is on this page and programmed for calling. Consider an alternative to any Flash animation you currently have, because that will not work with the iPhone. Also be conscious of the download time for images, and if they really add value.
Lastly, consider a call to action inviting visitors to sign-up to receive updates on their phone. It may make sense for some of your communications with your clients to use sms, or text messaging, which can be very personal and engaging. This capability will add a whole new dimension to your new marketing plan. After all, communication really is only limited by your imagination.