In the 1990s, when the Internet began its reconstruction of the traditional commercial landscape, marketers reacted at first with fear and distrust.
But as the Web demonstrated its significance or, perhaps, its inevitability, marketers quickly realized that they had to do something and they began figure out how to use the internet to propagate in-store retail sales, something they really understood.
Incidentally, it took more than a decade for marketers to truly grasp the game-changing effect of pure online commerce and ten years or more lost because of a stubborn refusal to accept the natural evolution of technology-enabled buyer behavior.
Unbelievably it is happening all over again with the mobile web and mobile marketing however, its not the web that has changed but the device by which we explore it…….introducing the mobile smart phone.
Today, it does not matter how powerful your brand may be because users are now in full control of their engagement experiences and if you are not providing the ability for consumers to have a great experience on both their desktop computer and their mobile phone, you are going to lose the battle. Because the desktop experience and the mobile phone experience are completely different, businesses must provide a mobile formatted experience for customers opting to use their phones.
Our goal today is not getting customers where we want them, it is delivering a brand experience optimized to where they already are.
Finding the optimal user interface for a mobile device may mean completely removing certain aspects of your full-version Web site. Phones have less screen real estate but remember that your mobile site and your desktop are complementary in nature.
Think of your mobile site not as a conduit, but as a destination. Customers are going to be there, and it is your job to make the experience as useful and pleasurable as possible.