Evolución del marketing tradicional al marketing social | rrhhsocialmedia.com


rrhhsocialmedia.com

Muchas veces hemos dicho que la aparición de los social media ha dado un vuelco en el concepto de marketing.

El marketing tradicional continúa teniendo su segmento de clientela pero cada día son más los ‘clientes sociales’, o sea, los que emplean los social media como medio de relacionarse con las empresas, con unos comportamientos diferentes a los clientes tradicionales.

Por este motivo se está produciendo una evolución del marketing tradicional hacia el marketing social que no sabemos si será una tendencia definitiva, cuanto durará  hasta el próximo cambio, pero de lo que si estamos seguros es de que va en auge con lo cual el especialista de marketing de la empresa deberá también evolucionar.

Consideramos que se está produciendo una evolución del CRM.

CRM consiste en un sistema de administración o modelo de gestión en las empresas basado en la relación con los clientes. CRM se basa en la orientación al cliente para muchos es el concepto de marketing relacional. Lógicamente, se evolucionan las relaciones con los clientes, este CRM deberá de evolucionar hacia el CRM Social.

Como CRM Social nace de la necesidad de recuperar los vínculos personales con los clientes, especialmente en la era de las Redes Sociales, en donde cada opinión se multiplica de forma viral y afecta significativamente la imagen de la marca. Es por eso que el Social CRM difiere del tradicional agregando la posibilidad de intercambio y conversación con los clientes.

Evolución del marketing tradicional hacia elmarketing social

En la actualidad la tendencia creciente es que mediante la conexión constante y el registro de la información de la actividad, la empresa lleva un seguimiento de cada uno de sus contactos. Se les provee de información y soporte, se les avisa de nuevas activaciones y propuestas, y se les recompensa por producir contenido positivo.

Esto conduce a un constante feedback, pues los clientes tienen la posibilidad de opinar y compartir mediante redes sociales como Facebook y Twitter, que también permiten identificar prospectos y conocer sus gustos y preferencias. Así la producción de contenidos se vuelve cada vez más personalizada y relevante, profundizando la relación.

Características del marketing tradicional Leer más “Evolución del marketing tradicional al marketing social | rrhhsocialmedia.com”

How to Create a Twitter Marketing Strategy that Rocks | Written by Jeff Bullas


Jeffbullas’s Blog

 

There are many bloggers and brands that just leap onto Twitter, setup an account and start  tweeting. This random approach is fine if you are a person that is doing tweeting for fun and you want to share your rambling rantings to any Joe that  wants to leap into your stream and share sweet nothings.

Don’t be blinded by the shiny new Twitter tool, it needs to be used wisely and if you put in place a planned strategy it will deliver results that will delight and amaze.

The principles of a coherent marketing strategy should not be discarded because social media mania has turned your brain to mush. Twitter in the right hands with the right plan and approach is a very sharp marketing tool.

Twitter is the Perfect Marketing Channel for Bloggers

Top bloggers have now realized that Twitter is a very effective and highly leveraged social media marketing platform to engage with a highly targeted audience and a channel that drives traffic and adds to and enhances their current marketing.

Twitter provides you with a potential audience of over 220 million but those that are interested in your topic of choice will be a subset of that big number. Finding that audience whether it be car lovers, or fashion tragics will be an important component of your strategy as well as achieving goals that are included in your plans.

So Where do you Start?

There are some Twitter basics that are vital when setting up your Twitter account

1. Create a Twitter account that has the same name as your blog domain

2. Include a link to your blog in your settings

3. Include your location

4. Upload a logo or photo that is consistent with your blog branding

5. Include a Twitter background that suits your brand image

6. Include a description in your Twitter settings that include “key words” that are congruent with your blog topic that Google will like.

So you have set up your account which has the  essentials completed, it’s now time to create a Twitter marketing strategy.

Twitter Marketing Strategy Blueprint… Leer más “How to Create a Twitter Marketing Strategy that Rocks | Written by Jeff Bullas”

The New Yorker’s take on the Obama gay marriage issue


http://apple.copydesk.org
By Charles Apple
Here’s the cover of next week’s issue of the New Yorker:

Artist Bob Staake writes about the cover:

It’s a celebratory moment for our country, and that’s what I tried to capture. (I don’t especially like those rainbow colors, but they are what they are—I had to use them.)

I wanted to celebrate the bravery of the President’s statement—a statementlong overdue—
but all the more appreciated in this political year.

A few samples of other cover illustrations Bob has done for the New Yorker: Leer más “The New Yorker’s take on the Obama gay marriage issue”

100 Ideas That Changed Graphic Design


brainpickings.org
by 

From visual puns to the grid, or what Edward Tufte has to do with the invention of the fine print.

Design history books abound, but they tend to be organized by chronology and focused on concrete -isms. From publisher Laurence King, who brought us the epic Saul Bass monograph, and the prolific design writer Steven Hellerwith design critic Veronique Vienne comes 100 Ideas that Changed Graphic Design — a thoughtfully curated inventory of abstract concepts that defined and shaped the art and craft of graphic design, each illustrated with exemplary images and historical context.

From concepts like manifestos (#25),pictograms (#45), propaganda (#22), found typography (#38), and the Dieter-Rams-coined philosophy that “less is more” (#73) to favorite creators like Alex SteinweissNoma BarSaul BassPaula Scher, and Stefan Sagmeister, the sum of these carefully constructed parts amounts to an astute lens not only on what design is and does, but also on what it should be and do.

 

Idea # 16: METAPHORIC LETTERING

Trying to Look Good Limits My Life (2004), part of Stefan Sagmeister’s typographic project ’20 Things I Have Learned in My Life So Far.’ Words are formed from natural and industrial materials and composed in situ. Leer más “100 Ideas That Changed Graphic Design”

10 aplicaciones móviles absurdas que no creerías que son útiles


See on Scoop.ithuman being in – perfección

Dice el refrán: “hay muchas uvas en la viña del Señor”. Y es lo cierto: hay tantas personalidades y caracteres como hay personas en el mundo. Y por eso, creo, tenemos una cantidad enorme de aplicaciones en las tiendas móviles como Google Play y iTunes. Algunas de estas aplicaciones son más conocidas, mientras que otras… son un tanto más extravagantes.

 

Seguramente ni se nos ocurriría instalar algunas de estas aplicaciones. Pero por motivos de este post, las hemos instalado casi todas y, debemos decir, en muchos casos son sorprendentemente útiles. Estas apps nos crean una necesidad que creíamos que no teníamos, y muchas veces no queremos mostrar el móvil porque nos avergüenza lo absurdas que son, pero vamos a darle una oportunidad.

Hemos elaborado una lista con las 10 aplicaciones móviles (para Android e iOS) más absurdas que pudimos encontrar. Como siempre, están bienvenidos a dejar sus sugerencias en los comentarios, así podemos actualizar nuestra lista.

 

Dog Whistle: los amantes de las mascotas seguramente no pensarán en usar su teléfono para comunicarse con sus mascotas. Al fin y al cabo, que sepamos los animales no hablan y tampoco vamos a necesitar llamarlos de repente para pedirles que no se olviden de ir al supermercado cuando vuelvan del trabajo. Dog Whistle nos muestra que podemos usar nuestro móvil también para comunicarnos con el mejor amigo del hombre. Es una aplicación que permite tanto llamar a los perros como alejarlos. Puede servir para entrenarlos y mejorar su comportamiento, llamarlos a comer, o hacer que se vayan si somos asustadizos. Cuenta con un sonido de silbato canino en alta definición. Está disponible para Android de forma gratuita.

 

Menstrual Calendar: aplicaciones para mujeres hay muchas, pero hemos elegido la que tiene el nombre más evidente del mercado. Para las chicas geeks que gustan de tener un registro de todo, es una aplicación ideal. No solamente nos permite registrar las fechas del período sino que además hace cálculos para estimar cuándo lo tendremos de nuevo, cuáles serán nuestras épocas fértiles, y demás. También incluye un registro importante sobre dolores abdominales, hinchazón, insomnio, y hasta resultados de tests de embarazos (esas fueron las opciones más aptas para todo público). Podemos pensar que es solamente un rasgo más de la histeria femenina, pero puede ser de extremada utilidad para mujeres que tienen problemas de salud relacionados con sus ciclos, o problemas de fertilidad. Está disponible para iPhone de forma gratuita.

 

Fishing Calendar: los amantes de la pesca también pueden amigarse con la tecnología con esta aplicación. Para nosotros, saber cuál es el momento indicado para salir a pescar no nos podría importar menos. Pero Fishing Calendar es algo así como “la madre” de todos los calendarios de pesca, combinando utilidad con creatividad y productividad. Está basada en predicciones solares y lunares sobre el clima, que nos muestran cuáles son los mejores momentos para pescar en cualquier lugar del mundo. Además nos permite guardar fotografías de nuestra pesca anotando también el tamaño, peso y ubicación, y cuenta con un mapa integrado. Está disponible para iPad a 4,99 dólares.

 

OvuView: volvemos al mundo femenino con esta aplicación que es ideal no solamente para las mujeres, sino para las parejas que buscan agrandar la familia. OvuView es un “rastreador de fertilidad” -absurdo de escribir pero bien cierto- que utiliza más de una decena métodos científicos para hacer sus cálculos: los métodos Billings, Rötzer, Konald/Kippley, y de Precauciones, entre otros. También implementa el método del calendario para calcular cuándo será el mejor momento. Si estamos un poco avergonzados, hasta cuenta con protección por contraseña. Está disponible para Android de forma gratuita.

 

Blanquear los dientes: no es ninguna novedad, fumar o tomar café en exceso puede causar que el color original de nuestros dientes se transforme en amarillo. Y la verdad es que los dientes amarillos no son nada agradables de ver. Las personas usualmente recurren a profesionales para que les apliquen un tratamiento de varias sesiones que permite descender las tonalidades del esmalte del diente y hacer que sean más “blancos”. De hecho, hay muchos odontólogos que están en contra de la práctica. Me pregunto qué dirán al toparse con esta aplicación. Lo que hace es usar las mismas señales electromagnéticas que tienen los aparatos odontológicos para blanquear nuestros dientes. Tenemos que aplicar el teléfono 10 minutos sobre los dientes todos los días, dos veces al día, y nos prometen resultados en un mes. Está disponible para Android de forma gratuita (bajo su propio riesgo).

 

Poo Log: llegamos a la parte escatológica de la lista Poo Log nos permite registrar, bueno, cuántas veces hemos ido al baño. La aplicación está dedicada a que tengamos toda una experiencia yendo al baño. Podemos registrar la cantidad de veces que fuimos, el tiempo que nos tomó, y armar un gráfico colorido para tener la información de la semana. Hasta podemos registrar la fecha y hora de nuestra aventura (¿ven? Aquí ya tenemos un uso médico). Finalmente, nos ofrece actividades y pasatiempos mientras estamos en el baño. Una necesidad que nunca creímos que teníamos: como dicen los desarrolladores, tiene un “atractivo universal”, pues todo el mundo va al baño. Está disponible para iPhone a 99 centavos de dólar.

 

Repelente de Mosquitos: en el verano, cuando los mosquitos aprovechan para reproducirse y arruinar nuestras horas de sueño con su vuelo constante sobre nuestras cabezas, usualmente elegimos acercarnos a una tienda y comprar un repelente de mosquitos en forma de tableta o de spray. Algunos eligen espantarlos con su teléfono. con este repelente de mosquitos (no es el único que existe, de hecho; hay varios), el teléfono emite una señal en HD que espanta a estos insectos. A través del ultrasonido, nuestro teléfono nos garantizará un sueño placentero y nada de picazón a la mañana siguiente. Entre otras cosas, la aplicación replica un ultrasonido imperceptible para los humanos pero que para los mosquitos indica que hay un depredador cerca. Está disponible para Android de forma gratuita.

 

Daily Ab Workout: ahora sí, una para los fanáticos de los ejercicios. Nosotros mortales elegimos ir a un gimnasio para practicar algún deporte. Pero la verdad, si tenemos un móvil nos podemos ahorrar algunos billetes y mantenernos en forma igual. Esta aplicación -en teoría desarrollada por un personal trainer profesional- nos ofrece ejercicios de 5 y 10 minutos de duración, con videos instructivos que muestran cómo hacerlos. También cuenta con un cronómetro en pantalla para ver cuánto tiempo nos queda, con instrucciones para facilitar el trabajo. Está disponible para iPad de forma gratuita o en su versión extendida por 99 centavos de dólar.

 

Sleep as Android y SleepStats: cuando las personas nos cuentan que pasamos la mayor parte de nuestras vidas durmiendo, nos agarra esa sensación relacionada con desperdiciar la existencia. Ojalá tuviésemos una forma de controlar las horas que dormimos. Bueno, existe: estas dos aplicaciones se combinan para ofrecernos una forma de rastrear nuestros patrones de sueño. Con Sleep as Android tenemos una forma de averiguar estos patrones, combinados con un reloj despertador. Sleep Stats, que funciona como un add-on de la anterior, nos permite desarrollar estadísticas más detalladas. Nos muestra horarios, deudas de sueño, en diferentes períodos de tiempo. Está disponible para Android.

 

Grocery List: cuando nos olvidamos de algo en el supermercado generalmente recurrimos a nuestro móvil para llamar a quien está ahí o está yendo para que no se olvide de comprar. Pero la memoria no puede ser algo confiable. Entra aquí Grocery List, una aplicación que nos permite sincronizar entre dispositivos iOS nuestra lista de compras para siempre tener todo lo que necesitamos. Nos ofrece notificaciones cuando nuestra lista está actualizada, algo así como trabajo colaborativo pero para hacer las compras. Está disponible para iPad y iPhone por 2.99 dólares.

See on bitelia.com

Mad magazine’s take on that controversial Time cover « Charles Apple « copydesk.org


See on Scoop.ithuman being in – perfección

The subjects on this week’s TIME cover aren’t models in pose. Jamie Lynne Grumet, photographed by Martin Schoeller with her 3-year-old son, is a mother from Los Angeles who subscribes to attachment parenting, the subject of staff writer Kate Pickert’s cover story. Attachment parenting has been on the rise over the past two decades, since the publication of The Baby Book by Dr. Bill Sears and his wife Martha in 1992. Its three main tenets are extended breast-feeding, co-sleeping and “baby wearing,” in which infants are physically attached to their parents by slings.

TIME
Visual references of mother and child, at the cover shoot.

 

In one day, Schoeller photographed four families from across the country who practice this method of motherhood. Using religious images of the Madonna and Child as reference, Schoeller captured each mother breast-feeding her child or children. “When you think of breast-feeding, you think of mothers holding their children, which was impossible with some of these older kids,” Schoeller says. “I liked the idea of having the kids standing up to underline the point that this was an uncommon situation.”

The four mothers photographed by Schoeller were all familiar with The Baby Book but said they had adopted the parenting philosophy for their own reasons. For Grumet, the decision was a natural extension of how she had been raised; she was the daughter of attached parents, and her older sister practices the method as well. “I grew up this way and never thought about raising my kids differently,” she says.

 

While pregnant, Dionna Ford, who lives in Kansas City, Mo., watched a video of a British woman breast-feeding her 7-year-old daughter. Ford thought she could never do the same — until she discovered how difficult it was to wean her son off breast milk. “After six months, I decided I’d wait until he turned 1,” she says. “But after my baby turned a year old, he was still a baby — not talking, barely walking — and I wondered why I’d stop now.”

 

Capturing various attached parents — and their reasons for attachment parenting — was Schoeller’s biggest goal for the sitting. “It was important to show that there’s no stereotypical look for a mom who practices this kind of parenting,” Schoeller says.

 

Read more: http://lightbox.time.com/2012/05/10/parenting/#ixzz1ufWpJmkw

See on apple.copydesk.org

The Floppy Disk means Save, and 14 other old people Icons that don’t make sense anymore


hanselman.com

What happens when all the things we based our icons on don’t exist anymore? Do they just become, ahem, iconic glyphs whose origins are shrouded in mystery?

Floppy Disk – Save

Save? Save where? You know, down there. Adding the Arrow to the 3.5″ floppy makes me smile. Is it pointing to under my desk? What’s a floppy? Why not a USB key? Maybe a cloud icon? That will be easy since there is only One Cloud Icon in the world.

Floppy Disks of Various Sizes, 3.5  disksave

Radio Buttons – Mutually Exclusive Choices

Why are they called Radio Buttons? Because my car radio used to have buttons where only one could be pressed at any time.  I miss my 8-track.

AM Radio from Gina Hogan Edwards' Blog  The Shutdown Windows Dialog

Clipboards

Seriously, short of a doctor’s office or the DMV when are we coming in contact with clipboards? And why is the clipboard the icon for Paste? Why not Copy? Or “fill out form?

The Paste Icon with a Clipboard

Bookmarks

We used to use smaller flat dead trees to keep our place in between the dead trees we would read from so that we didn’t lose our page. No, books didn’t “keep our place when we turned them off.”

A bookmark in a book

Address Books and Calendars

We would write down all our addresses and phone numbers in a dead tree and carry it around with us. Sometimes we’d manage our calendar that way also. Everything was bound together with metal spiral loops. Let me check my Filofax.

An address book with a spiral binderA calendar with a spiral binder Leer más “The Floppy Disk means Save, and 14 other old people Icons that don’t make sense anymore”

La nueva Organización de la Marca en la Empresa | spoonch.com


spoonch.com

Es evidente que cada Empresa es un mundo… y por lo tanto, está claro que me resultaría imposible exponer un único “nuevo” modelo de organización de la Marca que resultara válido y eficaz para todas las organizaciones. Lo que sí que creo que puedo hacer, es compartir contigo cinco ideas básicas de como debería enfocarse una nueva organización de la Marca en la Empresa desde el punto de vista del Social Branding, tal y como yo lo entiendo.

1. Para empezar, hay que entender, aceptar y asumir que en un mundo interconectado y cada vez más transparente e incontrolable, todo lo que piensa, dice y hace la empresa es o acaba siendo Marca, por lo que el máximo responsable ejecutivo de la compañía ha de ser muy consciente de que también es, de facto, el líder y máximo responsable de ella… Leer más “La nueva Organización de la Marca en la Empresa | spoonch.com”

Heinz: 20 Anuncios publicitarios de una marca de lo más creativa


puromarketing.com

H. J. Heinz Company es una compañía estadounidense agroalimentaria conocida popularmente simplemente como Heinz, y famosa por su lema “57 variedades” de salsa más conocida como kétchup. Un invento de la propia compañía presente en algunas de las cadenas de restaurantes de comida rápida más famosas del mundo como McDonald’s.

Sin duda, Heinz es una marca pionera, pero también su excelencia alcanza el panorama publicitario donde sus diferentes anuncios y campañas publicitarias han dejado huella de un estilo propio repleto de creatividad e ingeniosas propuestas. Anuncios creativos, divertidos e inteligentes a través de los cuales se transmite a la perfección cada mensaje de la marca.

Si te apasiona la publicidad, no te pierdas esta nueva colección de anuncios que seguro no te dejarán indiferente.

How to create mobile friendly landing pages: part two


See on Scoop.ithuman being in – perfección

In part one of this series, we examined ways for marketers to deliver a relevant browsing experience to users visiting their websites from mobile devices. With recent data indicating that 20% of all mobile phone owners made a purchase using their phone in 2011, there’s an obvious need to effectively reach consumers on mobile devices.

And with mobile web usage expected to surpass desktop web by 2015, delivering a seamless and relevant mobile experience will only grow in importance.

 

Unlike traditional desktop web browsing, where online brands have the full attention of their customers, mobile users are often distracted while engaging with you on their smartphone. But they also may be looking for that perfect pair of shoes.

How can you tell, and most importantly, use what you know about the mobile visitor to increase their likelihood of converting?

 

Usable vs. Useful
There is a clear difference between mobile sites that are usable, and those that are useful. Usable sites may load fast, have easy navigation, and a clear hero image that fits nicely on the page, but developing useful mobile pages that take advantage of the user’s location and provide immediately actionable information are more effective.

Just like you can’t judge a book by its cover, you also can’t judge a customer by their device. Mobile adds valuable texture to the universal truths of how landing pages convert, and in order to improve mobile conversions, marketers have to take advantage of everything they know about their customers. The fundamentals of making pages usable matter more on mobile than they ever did before, and a generic landing page that ignores its users and their context will most likely be useless.

 

Why is this important? As we previously discussed, mobile users may be browsing your mobile site in a store, on a train, or at a restaurant to kill time while waiting for their date to arrive. It is very important for this context you know about the user to factor into your overall mobile design and user experience.

 

Geography Matters
Understanding the location of the consumer when they are engaging with your brand from a mobile device presents a big advantage for marketers.

For example, many shoppers frequently use their mobile devices during the in-store browsing and purchasing processes. Given this common behavior, it’s marketers must make it easier for in-store shoppers to find the information they’re looking for. One way is to allow shoppers to scan barcodes with their phones and find reviews, ratings, and other information without having to search around the mobile site. According to the National Retail Federation’s Mobile Retailing Blueprint, making it easier for mobile shoppers to make an informed decision can help close the sale faster.

Perhaps more interesting than the user’s actual geography, however, is their proximal geography, meaning how close they are to something. One of the blessings smartphones present to marketers is that you know exactly where the user is with greater accuracy than the traditional way of identifying location based on an IP address.

Did the user arrive at your mobile landing page from a geo-targeted AdWords campaign? Are they near your competitor’s store? Are they near your store? If so, give them a targeted offer to purchase from your store to discourage them from hopping over to Amazon to buy a similar product.

 

The Right Technographics
Mobile screen real estate is precious, and every inch represents selling space just like floor space in a store. To improve your likelihood of converting, you better use that real estate effectively.

Another important variable to consider when optimizing mobile landing pages is connection speed. We all know that the length of time it takes for a page to load has a direct correlation on its effectiveness to convert. So focusing on whether a user is browsing from an iPhone or Android device is less important than knowing whether the user is in their living room with a strong Wi-Fi connection or on a plane using a 3G signal, where the page will take up to 10 times longer to load.

In order to convert more effectively, use what you know about the user’s connection speed to progressively disclose content so headlines and the above the fold image are the first things to load and additional supporting information loads later.

 

Beyond the Landing Page
The most important question to ask about a mobile landing page is: Does it actually address the needs of your users? And since conversion doesn’t happen on the landing page alone, you need to help distracted mobile users stay focused throughout the entire session.

If a customer finds that other pages on your website are loading too slow, they will look elsewhere and all your hard work to optimize the landing page will be lost. Mobile users are distracted and have limited time to complete a task, which is why you have to make their shopping experience as seamless and efficient as possible.

 

If the user session doesn’t end with a conversion on the landing page, maintain consistency in terms of the user experience and your offers throughout. Make sure that the offer the customer received in an email or paid search ad is consistent from page to page and don’t include links to non-mobile optimized pages.

 

And whatever you do, if you’re selling the user something, don’t send them to your shopping cart that’s not mobile optimized and be surprised when they don’t convert.

 

The Bottom Line: Test
The evidence clearly shows that consumers are using their mobile devices to access your website. However, mobile optimization now is comparable to space flight in the 1950s. While we may know the basic rules, this is all very new and nobody has enough real-world experience to make universal statements at this point.

The only way to learn what works best for your brand is by constantly testing. Blaze some trails within your organization, challenge assumptions, and realize that you may discover something new by testing.

 

The more you test, the more you learn. And the more you learn the more you will earn.

Bruce Ernst is VP of Product Management at Monetate and a guest blogger on Econsultancy.

See on econsultancy.com

How to create mobile friendly landing pages: part one


See on Scoop.ithuman being in – perfección

Over the last year, much attention has been paid to, and in fact a cottage industry has grown up around, optimizing landing pages for mobile devices. But too often landing pages are not optimized for mobile users, generating frustration and anger rather than conversions.

According to Walker Sands, 12.6% of total website traffic was driven via mobile devices in the fourth quarter of 2011, up 102% from the year before. As consumers increasingly turn to mobile devices like smartphones and tablets for product research, web browsing, and on-the-go shopping, it’s key for online brands to rely on landing pages that are not only optimized for mobile devices, but demonstrate relevance to the user as well.

 

The Mobile Lens
When consumers search using their mobile phones they typically have a clear purpose in mind. The first step for marketers to better engage with mobile users is to understand exactly who is searching from their mobile devices, and what they’re searching for.

If a user is searching from inside a brick-and-mortar store, they may be staring at one price and wondering if they can get it for less online. To counter this, highlight on the mobile landing page your guarantee to beat any competitor’s price. If you don’t have a price advantage, make sure users know what unique advantages you do offer. Maybe it’s your return policy, your shipping speed, or your expert knowledge. Tell them up front before they click away and never come back.

 

We’ve all heard the expression “life is what happens while you’re busy making other plans.” Well, the mobile web is “what happens while your visitors are doing something else” – i.e. watching TV, waiting for a bus, or just killing time. Your job is to figure out if they are a committed shopper, and if not, how to turn them into one.

While we’ve been rightly focused on delivering a usable mobile experience, not enough emphasis has been placed on what is useful for consumers. In addition to optimizing for the smaller screen, it is most important to deliver a more relevant experience that keeps consumers engaged and interested when interacting with your brand from their mobile devices.

 

New vs. Returning Visitors

Often customers have questions before they buy. What is the shipping and return policy? What kind of payments are accepted? Do I have to pay sales tax? All that information takes up prime real estate on the already-small screen of a mobile device.

That’s why it’s key for online brands to know whether or not a visitor is already familiar with your brand. If it’s someone’s first time on your site, for example, it’s best to highlight your value proposition front and center. If they’re a repeat visitor, on the other hand, you may consider devoting this precious real-estate to information more important to someone already familiar with your brand.

 

Headlines Matter
With limited real estate on mobile devices, you have to get to the point fast. You are also challenged with reaching someone who is probably only giving you a small slice of their attention. They may be in a store, on a train, or talking to someone else. Unlike a laptop, where you typically have the consumer’s full attention, on the mobile web you almost certainly don’t.

An easy first step toward effectively engaging with mobile users is to make sure your landing pages use large enough fonts and present a clear call to action. More importantly, you must be very concise with your headline copy and get people hooked right away because you only have a small window of opportunity to grab their attention. Use urgency and emotion rather than flowery details because it’s easy for someone to lose concentration when Draw Something or Facebook is just a tap away.

 

Test, Test, and Test
The reality is that landing page optimization for mobile is constantly evolving, and nobody has definitive answers. On the technology side there are a set of best practices that should always be followed:

• Develop in HTML5 since Apple devices, which represent a large part of the market, don’t use Flash

• Don’t weigh your pages down with heavy graphics that make them take a long time to load

• Don’t use hover features, which will not render properly (or at all)

However, from a marketing perspective, there are no absolute hard and fast rules. That’s why brands need to be disciplined and test what works for them. Try shorter headlines. Try simpler copy. Try lighter graphics.

 

Figure out what works best for your brand and what helps you reach this lucrative—and fast growing —segment of the market. And when you do identify what keeps mobile users engaged: Keep doing it.

Bruce Ernst is VP of Product Management at Monetate and a guest blogger on Econsultancy.

See on econsultancy.com

YouTube Advertising | nerdgraph.com


youtube-advertising

Ever wonder how YouTube started, and how much advertising revenue it generates? Check out this YouTube Advertising infographic!

Via: Mashable