How to optimize mobile marketing efforts with targeting
You have heard the saying, ?When you optimize for everyone, you optimize for no one,? right?
It sounds obvious: optimize for the right audience to achieve your online marketing goals. But many marketers do not ? for several reasons.
For example, technology is changing so quickly, it can be difficult to keep up with new audiences and new devices. Which means you might be missing out on a new key segment ? mobile visitors.
Web ensnares new audience
With the ongoing proliferation of browsers and devices that can access your content and commerce offerings, the mobile Web opens up a vast new audience of potential visitors to your site.
In fact, Gartner predicts mobile will be the No. 1 Internet access device by 2013.
ABI Research believes that 8 percent of total ecommerce sales will come from mobile by 2014.
Also, according to comScore, nearly one-third of all mobile users already actively engage with Web content on their mobile phones, and 53 percent of smartphone users routinely engage in mobile Web browsing activities.
So, what are you doing to optimize for mobile devices and mobile visitors?
Since many organizations have not yet allocated specific budget for mobile content, testing a subset of existing, highly-trafficked content on a targeted mobile audience can provide a low-cost and low-risk stepping stone towards building a business case around making a deliberate investment in mobile optimization.
Tests have proven that showing mobile users content that was specifically tailored for mobile devices improves the user experience, makes the site stickier and, ultimately, increases conversion rates.
With mobile targeting, Web marketers and analysts are able to test, measure and, ultimately, deliver the content, layout and promotional offers that are more effective for each mobile device category.
These can include such attributes as:
? Preferred markup language: HTML vs. WAP/WML
? Keyboard type: physical versus touch screen keyboard
? Screen dimensions and rotation support
? Browser capabilities: scaling, Flash and AJAX support
? Cellular network data speeds: 2.5G, 3G and 4G
? Mobile operating system: Apple iOS, Android, BlackBerry/Research In Motion, Windows Phone Mobile and Palm webOS
Jiving with Java
Clearly, mobile users clearly have different needs and expectations than desktop users.
For example, environment, task-at-hand and physical device constraints all differ, often dramatically.
Clearly, with the rapid growth in mobile adoption, Web marketers are now realizing how important it is to provide a compelling mobile Web experience.
Mobile targeting brings a needed capability to the Web marketing toolbox, allowing marketers to easily and non-intrusively test, target and deliver the most compelling mobile experiences.
Eric J. Hansen is CEO of SiteSpect, a Boston-based technology provider for multivariate testing, behavioral targeting and digital marketing optimization. Reach him at .