Marketing for the Masses
In addition, don't forget to track load time. Our digital lives are overstuffed with moments and according to the Statistic Brain Research Institute, the attention span of readers has decreased to a mere 8.25 seconds. Therefore, every second counts. "You want the best possible user experience for your customer that makes working with you easier and enjoyable," Foley remarked.
3. Optimize Email
Email creative is another area to watch. Marketers need to consider how and where an email will be viewed. Foley stressed the importance of testing in regard to responsive email design. "It works in most clients, though I will caution there are a few major email clients it doesn't work in, so be sure to test, test, test," he instructed. "I typically recommend companies sign up for Litmus so they can see how their email will be shown on multiple devices, email clients and browsers."
Then, there's the design of the email itself. The appearance of buttons, icons, font sizes and other clickable areas of an email should be optimized for clumsy fingers. Hasen believes it's a matter of common sense. "Limit the number of actions that you are asking a mobile user to take on a smaller screen, reduce the fields in a form to only the necessary, and ask yourself what is a must versus what creates a crowded and poor experience that will drive the user away," he said.
4. Impress With Video
Mobile video has become an increasingly popular marketing tool in recent years. Hasen attributes video's appeal to faster wireless networks, better devices that can process files and a mobile user interest in being entertained or informed. He shared some tips for companies interested in this channel. "Best practices include not porting a commercial or other video from another channel and placing it on a small screen, plus focusing on personal communications," Hasen said. "There are significant business successes shown when a mobile video is tailored to a particular user or segment rather than broadcast to all with the hope that something will stick for all viewers."