9 Mobile Marketing

Chapter 9
Mobile Marketing

Now is the time to start

It hasn’t been that many years ago when it wasn’t even possible to browse the Internet with your mobile phone well today it is. You might think what’s the big deal, but let me tell you it’s a big deal. And the reason I say that is real simple I have children that are in their 30s and 40s and this is how they shop.

They don’t use the Yellow Pages they don’t go home and look it up on the Internet, they pick up their phone and start browsing the web and generally have their answer in a matter of less than a minute or two. Now that is instant gratification.
Don’t ask a question with them around as one of them will pick up their phone and just Google the question to find you an answer.

Now you can do like a lot of other people have done with Internet marketing, leave it behind not do anything or do just the minimal requirements and that is just put up a website like I know a number of businesses have, and they think that gives them the Internet presence. That’s kind of true but not totally true, having a webpage or site does not constitute doing business on the Internet.

If all you have is your address, with a map of course, your phone number and your hours that really is not much of a website that’s more like a yellow page. That would be something that you would have for a mobile site.

So according to Nielsen media research, around 27% of mobile users have a smart phone. By the end of quarter of three 2011 that number is expected to almost double to around 50% of all mobile phone users. (Currently there are 63 Million smart phones in the US alone). The technology is getting better, and cheaper, making it easier for more people to have smart phones. It is amazing to think about, but the mobile web is growing four times as fast as the Internet.

So what does this mean for you? Depends on whether you want to be one of the early adopters are you want to come up behind and be one of the last ones to adopt this technology. The top companies in the world already have mobile sites because their research indicates that it is an important market to reach.

We bought software at the beginning of this year to create our QR codes. For those of you who don’t know what QR code is, it is a specific matrix barcode (or two-dimensional code), readable by dedicated QR barcode readers and camera phones. The code consists of black modules arranged in a square pattern on a white background. The information encoded can be text, URL or other data.

When choosing your domain name for your mobile site, what domain might come to mind? That’s right (your web site). MOBI. That’s because it’s became the standard companies used to develop mobile presence. You can go to http://mobile/.com/ to get additional help from the Mobi people.

Another way you might wish to do this is use a subdomain on the domain that you already have. You could do that too! You could set it up as the mobile.youraddress.com, m.youraddress.com, or yoursite.com/mobile. So as you see there’s a number of ways you can do it. (Consult your webmaster.)

Always consider what would be best, and easiest, for your site visitors to remember and use, I would think that would be important. You can always use a link to your mobile site on your front / landing page.

Features your mobile website should have.

Visitors should be able to find what they’re looking for without a lot of hassle. That means your site should be user-friendly. Unfortunately, most standard websites are designed to be viewed on a desktop or a laptop. So when people are viewing on it on their mobile screens, it doesn’t quite look right. First thing is people have to scroll too much, things don’t load properly or not at all, and it’s a frustrating experience pretty much all the way around. Pictures and videos don’t do well on a mobile unless they are optimized for mobile. (See your webmaster for help.)

Important to keep in mind that many people have limited data plans. So if your site sucks up a lot of bandwidth, chances are good that people are going to have a hard time viewing it or won’t view it. Something else to think about is why are people are browsing your site. Is it because they’re stuck somewhere and they are just killing time? Is it because they can’t possibly wait until they get home to their computer and see what you have to offer? Or are they just trying to find some information quickly?

Considering these questions your customers have when viewing your mobile website they don’t want a huge document to look through, so simple and concise is the way to go.

This also means that you need to be conscious about the different devices that are out there, it’s not just the iPhone’s, it’s the blackberry, or the android. That means testing it out on different devices is probably a good idea, if not essential.

If you use one of the services that will talk about later, they take steps to ensure that it will be compatible. You can even test to see how it will look at all different devices using a viewer for that device.

W3.org (World Wide Web Consortium) specifies the requirements you should consider when designing your mobile site. They call this the default delivery context.

Delivery Default Context
Usable Screen Width
120 pixels, minimum
Markup Language Support XHTML basic 1.1 delivered with content type application/XHTML plus XML
character encoding UTF-8
Image format support JPEG, GIF 89a
Maximum Total Page Weight 20 kilobytes
colors 256 colors, minimum
styles sheet support CSS level I. In addition, CSS level II @ media rule together with the handheld and all media types.
HT TP HTTP/1.0 or more recent HTTP 1.1
script no support for client-side scripting.

This is adapted from http://www.w3.org/TR/mobile-bp/. You can visit this site to learn more about W3 best practices for mobile web. (consult with your webmaster if you don’t understand this.)

W3 also discusses five particular areas we should pay attention to when formatting for the mobile web.
1. Overall Behavior
2. Navigation and Links
3. Page Layout and Content
4. Page Definition
5. User Input

Overall Behavior Content should be accessible on all mobile devices. You can have content formatted to take advantage of a specific device, when it is appropriate. It’s a good idea to test this out on emulators of the devices and, if possible, on the device itself.

Navigation and Links Keep in mind that it can be tough for your users to type in the long and complicated web address. So you want to make it easy for them. For example, you can have your site automatically revert them to a mobile site when landing on your page with the mobile device. You can also buy a .Mobi address as your main address.

You have to think about their experience navigating around your site when they are already on your page. Try not to have complicated navigation at the top. Make it is basic, yet functional, as possible.

At the same time, you want to have enough links that they can easily find what they’re looking for. Having a way for them to jump back to the top of the page is a great service – – especially if they’ve had to scroll down for a while!

Page layout and content, page definition, and user input.

W3 says, “Users in a mobile context are often looking for specific pieces of information, rather than browsing.”
They recommend writing with the most prevalent information in the beginning so that people can tell whether the content is of interest to them. This should be what you are doing as good writing practices. (As a writer, you’re used to having to capture people’s attention right away! Key words with action words always work to help grab attention.)

Here are some key points to think about as far as layout, page definition, and user input goes as well:

Pay attention to this size of the page.
Ensure people do not have to scroll in more than one direction to read all of your content.
Keep navigation clean and simple.

Ensure graphics are kept to a minimum and really add to the experience.
Pay attention to the colors you use. They may not all be compatible with all devices.
Page title should be short yet descriptive.
Do not use frames.
Use headings and subheadings.
Avoid tables.
Provide text for non-text items
validate your code using http://validator.w3.org/mobile/.
Minimal user input (i.e. forms to fill out).

Right about now, you might be excited about the challenge of creating your own mobile site. Or, if you’re like many other people, you’re absolutely terrified at the technical aspects. Thankfully, there are some services and tools available that will be a big help.

Once again, visit http://www.w3.org/TR/mobile-bp/ for more information about these practices. (This is really a techie place, so see your webmaster for help.)

Services that can help you create a mobile version of your site.

There are some great services you can use it practically do all the work for you! These sites have different features and benefits, so you need to find the one that is right for your site and your customers.

Site.MOBI This is a great, and free, way to build your mobile site. Site.MOBI is a great one to go with if you consider yourself to be technically challenged. You don’t have to download any software or use anything at all complicated. Best of all, the site you develop through site.MOBI can be viewed on any mobile phone. It’s a great thing!

Another great feature is that you can host your mobile site wherever you would like to. This is something other free providers are missing, since they often require you to post on their network, unless you paid not to.

Other features include:

FORMS
AUDIO
VIDEO
MOBILE COMMERCE
MOBILE ads
Note that this service is hooked to Moby site galore, which is discussed below.

Find it at HTTP://site.MOBI.

Mippin This is an interesting service in its also free! This probably isn’t the service you want to go with if you want to become legally professional and hands on, but it’s a great, nearly instant, way to get a mobile site that’s perfect for many uses.

There is a small level of customization as far as layout and colors, so you will be able to express your style somewhat. Another bonus is that you can enter tags to make your site searchable with in Mippin.com. Keep in mind that your mobile site will have an address attached to Mippin, such as http://mippin.com/yourmobilesite.

Play around with Mippin – – you just might like it and it’s definitely cost-effective since it’s free!

Visit HTTP://www.mippin.com/web/.

Wirenode Wirenode is another, free, service to create your mobile site with. It’s easy to use as well. What’s nice about this one is that you can try out the free version. Then, if you decide that Wirenode is right for you, you can upgrade to take advantage of even more features, such as having a custom URL (this is a great thing for most businesses).

You can consider the service to be somewhere between myth and in both foods as far as customization is concerned. You can choose your domain name, upload pictures, and track your site statistics. You can further customize how he your site looks, which is best for those who like to take a more hands-on approach.

Visit http://Www.wirenode.com/.

Zinadoo Zinadoo is yet another free tool. What’s great about this one is that not only do you get a nice looking site, but there are integrated promotional tools. There are mobile and web widgets, text and e-mail services, optimization for Google mobile (through the use of tags), submission to the online business directory Zinadoo maintains, and access to Mobiseer.

Visit http://www.zinadoo.com/

Winkisite you guessed it – – this is another free service! Winksite is great because it’s totally compliant with the standards W3C has set. It’s also a nice way to integrate you into the mobile site building community. This solution will not be right for everyone, but it has a nice Web 2.0 feel to it.

Visit http://winksite.com.

Higher-end mobile sites

The services above will be just fine for many people. However, you might want to look into some more advanced options if you are serious about making your mobile site the best it can be. You’ll get more customization and features, which is important for many businesses.

Mofuse Mofuse touts themselves as the “easiest way to be mobile.” As you’re aware, the mobile experience is different depending on which device you are using. Mofuse allows you to optimize for 5000 different mobile devices.

They also make it so you don’t need to have a lot of “techie” knowledge to make it work. This is more cost effective because you can make any of the needed changes yourself.

If you’d like, Mofuse even offers to build the mobile site for you! This is a great way to save time, if you’re willing to outsource its creation to make sure it’s done right.

Mofuse helps you to promote your site, gives you a custom domain, gives you access to analytics, allows you to integrate your logo, and it has an easy to use content editor. This is a must for those who were not as experienced with web design. You can add content via RSS feed or through their content editor. This gives you more flexibility than others offer.

There are plans for starting at around $8 Per month going all the way up to $200 per month. This can be very cost-effective no matter which way you slice it! Find out more about the plans and what Mofuse has to offer by visiting:

http://mofuse.com/plans/.

2ergo you can try the 2ergo services for more customization. This is part of the big leagues – – they’ve done the mobile site for the National Guard! Now, there is a Mobile Site Builder, but many choose to have2ergo customize their site.

These sites are nothing short of fantastic. They will detect a person’s mobile device and carrier. They allow for data capture, they integrate ads, have real time tracing, and have technical support available so you’re never left hanging.

You will need to contact 2ergo for a quote.

Visit http://www.2ergo.com

MobiSiteGalore MobiSiteGalore has one many, many awards! In fact, many people choose them because they know they are going to end up with something great. They have a Website Builder, Quick Start Wizard, the ability to add pages and the color scheme, and more. They even allow you to check to ensure your site to meet mobile site standard.

Other things you can add to your site include add to phone book, click to call, Google search, and more. There are different price points, depending on your needs.

Visit http://www.mobisitegalore.com.

Creating a mobile version of your WordPress site.

WordPress has become a very powerful way to run your websites these days. It was designed as blogging software, but it can be customized to look like a standard website as well. Perhaps you’re already taking advantage of the WordPress platform. If so, then you’re well aware that there is a plug-in for just about anything you could possibly need for your site! That holds true for mobile as well. There is a plug-in that can easily render your site perfect for mobile devices.

MobilePress                       this is a highly rated plug-in. It will automatically render your content to make it suitable for mobile devices. It comes out with some great features, including the ability to track your ads.

You’ll be able to display ads from Admob, Quattro Wireless, Buzzcity, and imMobi (this information is straight from the http://wordpress.org/extend/plugins/mobilepress, if you would like to learn more).

You definitely want to be able to rank well, so you’ll be glad to know the developer had SEO in mind. It will easily allow you to get indexed within the mobile searches from Google and other search engines.

Another neat feature is that you can create different mobile themes, if you’d prefer. There are other designers out there who have already done this. Themes can be determined on a device by device basis.

Mobilized by Mippin this plug-in works a bit differently. This is a great plug-in for those have already signed up with Mippin and are looking for a way to redirect those mobile devices straight to your mobile Mippin site.

This plug-in is easy to use, and it’s a no-brainer if you decided to go with Mippin.

Visit http://wordpress.org/extend/plugins/mobilize-by-mippin-wordpress-plugin/ for more information.

WordPress Mobile Edition this is a less commonly used plug-in, but it has great ratings as well. It, too, will render your site perfect for those on a mobile device. You can customize this, to a degree.

Visit http://wordpress.org/extend/plugins/wordpress-mobile-edition/ for more information and installation instructions.

WPtouch Pro                     this is not a free plug-in, but it just might be worth the cost for the serious business person. They call it “mobile streaming framework.” It is easy to use. You can have the mobile version for your WordPress site set up in mere minutes. However, you can easily customize the theme or even build your own custom theme. It works with all of the most popular mobile devices.

Visit http://www.bravenewcode.com/products/wptouch-pro/ to learn more about the plug-in. This one comes highly recommended and people feel that it is worth the cost because it offers a seamless and professional experience.

Ensuring your mobile site is up to snuff.

You’ve definitely got to make sure your mobile site is everything you wanted to be in everything your users needed to be. One site you can use to do this is called MobiReady at http://mobiready.com. It’s a free service, so there is no need to delay in ensuring your mobile site is up to standards today!

All you have to do is enter the URL of your mobile site. Then, you’ll gain access to reports that let you know how well your site is performing. It will let you know if there are any potential issues, so you can quickly get on top of them.

View any site in mobile format this is a bit of a side note, but will likely be useful for you as you start to use your own mobile device more and more. Google has tools for everything else, why not a tool that automatically renders any website into a mobile website? Just go to Google mobile optimizer at http://www.google.com/gwt/n to take advantage of this, should you need to.

Mobile Payment Options as a marketer in a business person, the chances are very good that you like to make money from your mobile efforts. Good news! The mobile web can not only be used to expand your brand and share your content across different platforms, but you can also make some great money from it. The potential for this will only improve with time as more people a choir web compatible mobile devices and become more comfortable making payments through these devices.

There are many different ways to accept payments for mobile devices. You’ll need to do a bit of research to choose the best option for you. There is no right solution for everyone! Some of these are fairly easy to implement while others are quite a bit more difficult.

Google Checkout Mobile Google is a well-known brand – – you can’t escape it! That can be a good thing since your customers are likely to trust the Google name. It’s even better if you’re already using Google checkout on your website – – integration will be even smoother!

There is another bonus if you’re a mobile ad words advertiser. They will show your Google Check out badge right in the results! This can help improve conversion rates since it stands out from other ads on the page.

What’s really neat is that you don’t have to do anything particularly special to display this mobile button on your site. It’s the same code you would have on a standard website. It will show up in your customer’s mobile browser window. When they click it, Google has a mobile version of their checkout page set up for them!

They’ve got some helpful information available for those wanting to make their sites more mobile friendly (beyond the suggestions I’ve already given you) found that: http://www.google.com/support/forum/p/checkout-merchants?hl=en.

Go to http://checkout.google.com/seller/mobile/index.html to sign up as a Google checkout seller and learned more about your mobile selling options with Google.

PayPal Mobile Checkout If you’re selling online, there is a high chance you’re using PayPal. If you’re not currently using them, you probably have in the past. Despite its quirks, it’s an easy, and very popular, system for buyers and sellers. They offer mobile options too!

Here is how PayPal describes their mobile checkout process:

  1. Your customers will click the “Checkout with PayPal” link or button on your mobile site or in an SMS text message.
  2. They are taken to the PayPal site. They can login and choose the option they prefer.
  3. The customer is sent back to your mobile site to complete the transaction.

 

To make things easy, PayPal allows customers to create a mobile pin for transactions.

 

It can be a bit complicated to integrate PayPal mobile property on your mobile site if you’re not technologically inclined. PayPal has some feature cards you can use to make life easier.

Some of these include:

 

Billing Revolution at http://www.billingrevolution.com/

Mporia at http://mporia.com/

Cardinal Max at http://www.cardinalcommerce.com/max/

you can learn more about others, on our website for the rest of this article and more at: http://TheNewMarketingBasics.com/mobile. (coming soon, mobile that is.)

QR Codes

So, what is a QR Code?
They are barcodes on steroids, is the easiest way to explain them. You can tell a story, give contact information, give a phone number and have a one button call for the person reading the code. You can direct them to your website, collect their contact information, give them a coupon, and invite them to a party /sale / your business.

You can tell them about your upcoming sale. This handy dandy QR Code has the muscle to do so many functions that on our web site we have made available to you a FREE QR Code Generator. www.thenewmarketingbasics.com/qr-code/qr-code-generator/

Go generate your own QR code for whatever you want to use it for and tell us about your uses and successes with this little square with code in it.

http://www.thenewmarketingbasics.com/qr-code/qr-code-generator/

 

This QR code will take you to www.theNewMarketingBasics.com QR Code Generator

Where you can make Your QR code and email it to yourself, FREE.

 

Come back any time and make as many as you like.

This is your private silent salesperson.

 

Disclaimer: we do collect your email address and we will send you at least 1 follow up questionnaire, where we ask you questions about how you are using your QR code and what kind of response you are getting from your customers.

In that same questionnaire we will send you some Great tips from other people like you, who also will be sharing their ideas with us.

 

 

 

 

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