The Six Things You Must Know About Going Mobile

Posted by: Jessica Richmond, Director of Client Services Jan 26, 2010 0 Comments

At Rock Creek, we’ve watched as our clients’ marketing projects have moved from layout and print projects to web design, to Web 2.0, and now onto new media. And one of the most exciting areas of new media is mobile marketing—a medium our clients are very interested in as a way to expand their brand reach.

No matter what the medium, one of our main goals is to make the interaction with the brand a memorable experience and encourage our clients’ target audiences to get involved. Having a great user experience on a website is critical to engagement, but an opportunity to reach out to and have an impact on mobile audiences—to truly become part of users’ everyday lives—is even more exciting.

As more people are accessing the Internet not via desktop computers but rather via an iPhone, Treo, Blackberry, or some other Web-enabled smartphone, the mobile medium is becoming increasingly important. Users demand a pleasant experience no matter how they’re accessing the information, and savvy marketers understand the potential of this in-motion audience.

Over the past year at Rock Creek, our team has helped several clients expand into mobile media. For example, with Rock Creek’s help, the Army National Guard’s Partners in Education program launched its first mobile applications during the summer of 2009—and the numbers indicate that they’ve been a terrific success thus far.

Are you thinking of developing a mobile version of your site or an app? Here are some things to consider as you embark on your mobile efforts:

1. What is your objective? Are your trying to help users locate your organic markets so they can make purchases, or do you want them to log on to your site for the latest industry news? No matter what your objective is, there is a mobile method that can help you meet your goals.

2. What areas of your site are users most likely to access via mobile devices? For our own clients, the Rock Creek team answers this question by reviewing analytics and then developing a content strategy around your most likely mobile-friendly content. For example, someone on-the-go is less likely to be interested in your company history, but may be extremely interested in finding your location or learning more about an event at which you are exhibiting.

3. What functionality would facilitate meaningful engagement? Mobile technology is advancing at lightening speed, and users can now use their mobile devices to dress their Barbie, read the latest news, and order a pizza—all within seconds. When strategizing for a mobile project, our team starts by looking at the client’s existing and potential content and resources in order to determine the functionality that would be most effective for the target audience.

4. What platform(s) should your focus on? Currently, mobile devices use different technology platforms, so an app that works on an iPhone would not work on a Blackberry or an Android. The majority of the smartphone market is dominated by iPhone, with Google’s Android mobile operating system coming on strong and RIM (Blackberry) holding steady. Due to the popularity of iPhone and the “early adopter” nature of its users, we are currently recommending that clients create an iPhone app first, and then consider creating a supplemental app to reach the Blackberry and/or Android users.

5. Is a mobile app enough? Mobile apps are great as a part of an overall mobile strategy, but they should not be your only mobile tactic. Regardless of the mobile application(s) you decide to develop, your web strategy should also include a mobile version of your site. Mobile versions should have a unique user experience and information architecture structured specifically to mobile use. At the least, make use of a simple mobile browser detect. Or even better, use an advanced detect service that identifies the specific device the user is using and routes them to site that works best for that device.

6. What are your constraints? Identify the parameters of the project. Are you looking for a quick app for an upcoming event, or are you interested in developing a series of interconnected applications? What is your budget? As you’re trying to answer these questions, don’t be afraid to ask for assistance. You can always contact Rock Creek to help you determine the best mobile approach that will fit both your goals and your project parameters.

And one more tip—keep your eye on the Rock Creek blog to learn more about where mobile is going. We’re in the process of scheduling an interview with our mobile partner PointAbout and will be sharing their insights with you in a future blog post

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Jessica Richmond

Director of Client Services

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