8 mobile marketing questions answered

Smartphones eliminate "mobile" vs "online" divide (iStock) From Ad Age’s Digital Marketing Guide to Mobile

I haven’t been doing any mobile marketing so far. How hard will it be to catch up?

The mobile landscape is at a tipping point right now, switching from a very old approach to an edgy new one. The difference between newer smartphones vs. feature (or non-smart) phones, or even older smartphones, is dramatic. Consumer behavior is transitioning from mostly using the phone for voice and text communication to using it as a secondary or even primary computing device. For this subset of wireless subscribers, their pocket-size computer is used for browsing the web, watching videos, reading e-mails, listening to personalized radio stations, downloading eBooks — heck, even filing taxes.

Just as the behaviors on the devices are vastly different, the marketing tactics and strategies are night and day between feature phones and newer smartphones. Where promotions and light engagement were the status quo for older phones, the cutting edge is all about features and utility. In most cases, these consumers care most about how useful it will be to engage, rather than just how entertaining. Continue reading “8 mobile marketing questions answered”

Best of ’09: Smartphones killed the email star

Best blogs of 2009 From our 2009 best-of the IPG Lab blog series:

Email marketers are in a dire situation. Many of them don’t know it yet. One of the major activities for smartphone users involves checking email. For marketing emails, while the current best practices dictate formatting emails to support both text-only and HTML email clients, the HTML versions don’t scale well to smaller devices. This is a big problem.

Thing is, as smartphones get smarter, more and more are working to support HTML emails in their email clients. The iPhone is a great example. Any email marketers reading this should find someone with an iPhone, and pull up their emails on it. If they’ve been using text only, with a graphic here or there, it should look alright. But if they’ve established a graphical header, or formatted the email with a fixed width, the text should be just about impossible to read right now.

Read more.