Gone are the days when consumers were satisfied with opening a desktop website on their mobile phone or tablet. Today’s consumers want a much more user friendly experience where the site they are accessing from their phone or tablet is formatted to fit on the smaller screen. Imagine not having to pinch, expand or scroll to read the data and information that is presented. A good mobile website will allow the user to see everything very clearly with simple functions such as click to call. Search engine giant Google has started an initiative where they are encouraging business owners to provide their customers with a mobile formatted website when the customer visits them on their smart phone. As time goes on and smart phones become the clear choice of the mobile consumer, companies will have to adopt this new way of presenting information or their customers will bounce off of their site and land on the competition. Clearly the time is now to start preparing for this new way of marketing and providing information to your clients.

The SMS text messaging service allows companies to instantly communicate with their customers with a simple short text message. Customers opt in to receive these special messages and to keep informed of specials and events. Imagine being able to instantly disseminate a message to customers who actually want to hear from you and have a 94% read rate within three minutes.  No other marketing medium that exists today can offer this kind of reach and exposure.

CMP Mobile is an innovative full-service mobile marketing firm headquartered in King of
Prussia, Pennsylvania. We specialize in web site design, custom mobile app development, text message campaign management and planning. Visit us at http://www.cmpmobile.com or on our mobile site http://m.cmpmobile.com

Gone are the days when consumers were satisfied with opening a desktop website on their mobile phone or tablet. Today’s consumers want a much more user friendly experience where the site they are accessing from their phone or tablet is formatted to fit on the smaller screen. Imaging not having to pinch, expand or scroll to read the data and information that is presented. A good mobile website will allow the user to see everything very clearly with simple functions such as click to call. Search engine giant Google has started an initiative where they are encouraging business owners to provide their customers with a mobile formatted website when the customer visits them on their smart phone. As time goes on and smart phones become the clear choice of the mobile consumer, companies will have to adopt this new way of presenting information or their customers will bounce off of their site and land on the competition. Clearly the time is now to start preparing for this new way of marketing and providing information to your clients.

The SMS text messaging service allows companies to instantly communicate with their customers with a simple short text message. Customers opt in to receive these special messages and to keep informed of specials and events. Imagine being able to instantly disseminate a message to customers who actually want to hear from you and have a 94% read rate within three minutes.  No other marketing medium that exists today can offer this kind of reach and exposure.

CMP Mobile is an innovative full-service mobile marketing firm headquartered in King of
Prussia, Pennsylvania. We specialize in web site design, custom mobile app development,
text message campaign management and planning. Visit us at http://www.cmpmobile.com or on our mobile site http://m.cmpmobile.com

For one, the mobile banner ad leads consumers to a non-optimized page. What is the point of running a mobile ad campaign that is not optimized for handset devices?

Things to Remember

→ Mobile needs to be a thoughtful process with the end user keeping the small screen in mind.

→ When consumers click through an email, SMS text, mobile ad, or QR code they will be going to the mobile Web or straight into the app store

 → Mobile marketing should be visibly clear on the message as to what you want that consumer to do once they do click through, the process should not be difficult for them to figure out – that is the number one rule of marketing, clear, simple message straight through to action.

P.F. Chang’s did not respond to press inquiries.

If you don’t succeed…

The P.F. Chang’s mobile banner ad reads “20 Lunch Combos Under $10 Plus Tax. Find a P.F. Chang’s Near You.”

In addition to the mobile ad, the company is also running full page audio ads within Pandora.

Though the ad campaign is enticing – great meals for low prices – the execution is not.

The P.F. Chang’s landing page (Click to View)

When consumers tap on the mobile ad, they are redirected to the company’s Web site.

→ Nowadays, users do not want to pinch-and-zoom.

→ It is hard to read the text on the screen as it is clearly not optimized.

→ The landing page features videos that promote the company’s products, however, consumers have to pinch-and-zoom to press play.

→ Having users work to browse content is not ideal.

→ P.F. Chang’s should have tested the mobile ad to make sure that it was optimized fully.

→ Additionally, the landing page should have been mobile-optimized and had the experience been more seamless, consumers would be more inclined to interact with the brand.

The mobile ad also entices consumers to find the nearest P.F. Chang’s location, however that option cannot be seen in the non-optimized landing page.

P.F. Chang’s should have created a mobile landing page that used the consumer’s device and its GPS technology to help them find the nearest location.

…try again
P.F. Chang’s is not the only company that has missed the mark with its mobile ad campaign.

In 2010, Chrysler’s mobile banner in the New York Times iPhone app illustrated the importance of having a mobile-optimized landing page. Chrysler’s landing page was not mobile-optimized.

The banner took a user to the company’s Web site, which was not optimized for a handset, thus completely ruining the user experience and making the ad useless (see story).

Last year, Unilever’s I Can’t Believe It’s Not Butter mobile banner ad, which ran in WhatToExpect.com’s iPhone application, promoted the company’s butter products.

Instead of taking consumers to a mobile-optimized site, the banner ad took them to the company’s Web site, which changes the overall purpose of the ad (see story).

Most recently, Boar’s Head ran a mobile ad campaign that was aimed to engage new and existing consumers with its products. However, the landing page was not mobile-optimized (see story).

Another item to remember:  mobile ads when running on Pandora could be on an iPhone, Android or the mobile Web, and the ads running could be on a multiple of phones, retailers shouldn’t automatically assume that consumers are willing to go through the hassle of the pinch and zoom to find a location

Simple fix, P.F. Chang’s could build a landing page with a location based search to allow ease of use, and drive more action on the mobile

March 19, 2012 - Quakertown, PA, Faulkner-Ciocca Ford customers can now access a mobile website designed and formatted for mobile phones. Our dealership is excited to offer this new service because we know this is the future of communicating with our customers. The new mobile website allows customers to view what vehicles they have in inventory and it makes it easier for them to contact them using the click to call feature. This initiative has literally put the inventory in the palm of every customers hand. Visit the new mobile site from your smart phone at http://m.fcfordquakertown.com

The mobile landscape is changing dramatically with the introduction of smart phones and tablets like the iPad. Search engine giant Google has started an initiative called how to go mobile where they are encouraging business owners to provide their customers with a mobile formatted website when the customer visits them on their smart phones. Having a mobile formatted website allows consumers to have a much better experience on their phones because all of the data and information fits nicely on the smaller screen. If your site is not formatted properly for a smart phone or tablet the consumer must pinch, expand and scroll over their screen to read the content which is not acceptable for todays tech savvy consumers.

Mobile Inventory ->> 

Feb 23, 2012 - Huntingdon Valley, PA, Automobili Limited customers can now access a mobile website designed and formatted for mobile phones. Owner David Mizrachi is excited to offer this new service because he knows this is the future of communicating with customers. The new mobile website allows customers to view what vehicles he has in inventory and it makes it easier for them to contact him using the click to call feature. This initiative has literally put the Automobili Limited inventory in the palm of every customers hand. Visit the new mobile site from your smart phone at http://m.eurocarscertified.com

The mobile landscape is changing dramatically with the introduction of smart phones and tablets like the iPad. Search engine giant Google has started an initiative called how to go mobile where they are encouraging business owners to provide their customers with a mobile formatted website when the customer visits them on their smart phones. Having a mobile formatted website allows consumers to have a much better experience on their phones because all of the data and information fits nicely on the smaller screen. If your site is not formatted properly for a smart phone or tablet the consumer must pinch, expand and scroll over their screen to read the content which is not acceptable for todays tech savy consumers.

→Inventory Display Example

The mobile landscape is changing dramatically with the introduction of smart phones and tablets like the iPad. Search engine giant Google has started an initiative called how to go mobile where they are encouraging business owners to provide their customers with a mobile formatted website when the customer visits them on their smart phones. Having a mobile formatted website allows consumers to have a much better experience on their phones because all of the data and information fits nicely on the smaller screen. If your site is not formatted properly for a smart phone or tablet the consumer must pinch, expand and scroll over their screen to read the content which is not acceptable for todays tech savy consumers.

Andy O’brien states, ” I have received many estimate requests via my mobile website.” ” My customers are  mobile, and that was the next natural step for our company to grow.” http://m.obrienstreeservice.com/free-estimates/

CMP Mobile is a local company offering complete mobile solutions to small and medium sized companies. Owners Jim Posca or Brian Collins can be reached by calling 484-362-9546 or visit www.cmpmobile.com for more information.

Presently, the US is the second largest mobile advertising market in the world, behind Japan. In 2010, the US mobile advertising market will be worth $797.6 million, rising to $5.04 billion in 2015.

Aligned with this increase in mobile advertising spend, will be an increase in US mobile users engaging with advertisements on their mobile. Consumer research for mobile^SQUARED by Lightspeed Research reveals that 53% of US mobile users claimed not to have seen  advertising on their mobile. That figure will inevitably increase. Primarily because 49 million mobile users already claim to have actively engaged with an advertisement on their mobile, and if just one-third of that 53% start to engage with mobile advertising, that would contribute an additional 50 million mobile users.

“Mobile is a conversation that all DDB clients want to have now,” says Jeff Swystun, Chief Communications Officer, DDB Worldwide. ”And we are happy to share our experience that when mobile is used effectively it makes all media work harder. We believe that mobile can be an integral component of a larger campaign as long as it works to connect people with people, not just people with brands.”

Following years of promise, the US mobile advertising marketplace has sprung into life, and will become the second billion dollar market ‑ after Japan – during 2011. Yet the true potential of mobile, and the market realisation of advertising on the medium, remains some distance away.

By the end of 2010, mobile advertising will represent 1% of total ad spend in the US. And although mobile is growing faster than online, that is only to be expected given digital was an entirely nascent medium 10 years ago, and has laid down the foundations for mobile to flourish. And flourish the United States of mobile Advertising will.

Companies need to develop an opt-in database and then figure out how to use it properly. If used properly the database can be an excellent way to effectively communicate with customers on an intimate one-on-one level never seen before. Customers will definitely trade their information with a company they use regularly if they feel like they are getting something valuable in return. Also, by effectively providing a way for the customer to opt-out anytime they want makes them feel as if they are in control. We get a very high retention of customers that participate in the mobile marketing programs we run for our clients at CMP Mobile . Approximately 96% of customers stay the course and don’t opt out. As time marches on, more and more companies will realize the benefit of this type of marketing and will definitely jump on-board.

With the increased mobile commerce activity the industry has seen in 2010, it is no longer a question of whether you need a mobile presence, but rather how you can deliver the best mobile experience and integrate it seamlessly into your sales process.

A successful mobile strategy requires more than just enabling mobile transactions. I see the strategy as a two part process. First, build your mobile foundation by optimizing your mobile site for all mobile browsers, making sure that your site is accessible and provides a great experience via any Web-enabled mobile phone. You want to make sure your site will be found easily via a mobile Web search, and that it will provide the best possible mobile experience when a consumer lands on it.

Secondly once your mobile browser-optimized foundation is in place, your next step is to understand where you can enhance your mobile success by developing targeted, value-added, device-based applications for the iPhone, iPad, Android or BlackBerry. The goal of these applications should be to provide business benefits that you cannot achieve via the mobile browser. Because there are thousands of people searching for apps everyday why not provide your customers the ability to place an app on their phone so they can easily access your mobile presence. Having your customers entering your mobile site on their mobile browsers can be time consuming and cumbersome and the app makes all that go away.

Whatever your mobile strategy is, keep in mind that consumer’s are utilizing their mobile devices in new ways everyday and this medium is destined to become the connector of all other current channels such as your website, physical store, catalogs and social media. What an exciting time to be part of this new way to connect with customers. One thing is clear and that is if you provide a satisfying/relevant experience you with ultimately enjoy a profitable, long term relationship with your customers.

Accenture surveyed 1,000 consumers in 10 countries and found that many prefer using their mobile device to interacting with a store employee for simple tasks. According to the survey, 73% favor using their smartphone to handle simple tasks compared to 15% who favour interaction with an employee. Similarly, 71% prefer using their smartphone to identify a store with a desired item in stock, while 17% would prefer to get that information by speaking to an employee.

The survey showed that 69% of smartphone users are aware of smartphone applications from large retailers and 48% have downloaded at least one application. Ninety percent of consumers who have downloaded an application from a large retailer found it “very useful” or “useful”, while 56% believe smartphones will make the shopping experience more enjoyable.