Integrating Mobile with Existing Marketing Channels

Mobile doesn't make sense for any marketer if customers and prospects don't use the channel. But it is hard to argue with the proposition that just about everybody uses mobile these days, and more people are going to be using Web-enabled devices, meaning that more interactions with email and Web applications are going to be driven by mobile devices.

At the same time, there is little doubt that tablets now are becoming an established product category, meaning more overall usage will come from tablet devices that will offer different capabilities for marketers, both in terms of apps and apps using video and gaming.

Web analytics will inform a decision about how much mobile access a company's prospects and customers already are using.

If mobile visits are growing, consider optimizing a site for mobile. that generally includes advice such as removing JavaScript, Flash, ActiveX, and other proprietary technologies that might not support the mobile phone Web experience.

Site navigation can be tricky if it requires too many buttons and other "small" interface points.

Transaction-heavy sites might consider using WAP or smartphone applications that allow the user to complete regular transactions quickly and easily. The countervailing trend, though, is for heavier use of tablets. Tablets do not require such recrafting quite so much, with the salient exception that they encourage content consumption as well as mobile app access.

How Do You Integrate Mobile With B2B E-mail? | ClickZ