Is Your Marketing Campaign Optimized for the Mobile Revolution?

Responsive Design
The tablet & Mobile revolution is already here, is your content designed for these devices?

How do you deliver consistent, high quality digital experiences across desktop and mobile channels? Customers are already choosing mobile devices as their #1 choice to surf the web and read email. Is your content Optimized?

In the 2012 we saw the iPhone ( 23%) surpass Outlook (16%) as the number 1 tool used to render email. More information on these stats below.

Marketers can no longer avoid optimizing for mobile when creating their marketing campaign. This goes back to basics in designing for Customer Experience. The biggest challenge/obstacle  I’ve seen with implementing this approach is the excuse of “There are too many devices to design for”, and “We don’t have the bandwidth/resources to create all these versions!”.  What is the answer and how do you get there?

The answer is Responsive Design, which uses HTML5, CSS, Media Query’s and an intelligent modular design to create intentional user experiences across device types, from desktop and laptop computers, to tablets and smartphones. This website (DataDrivenMarketingIdeas) has been coded with responsive design so that the layout will change based on the device used to view it’s content. If you are reading this now on a desktop computer you can test this out by expanding and contracting the size of your browser to see how the design will shift.

 

You are probably thinking, How does this solve the challenge when the excuses were not knowing what to design for, and lack of resources? If you break this down step by step it becomes manageable. Here are 4 easy steps to help organize and get you started:

  1. Start with the Data: I mentioned earlier that iPhone is the #1 device customers used to open/read email. It was at 23% as of November 2012, which means it can almost be 1/4 of your customer base! These statistics are from Email Market Share a site powered by Salted Services which uses it’s software Litmus to supply these statistics. These latest results are based on 123 million opens for the month of November 2012, so its safe to say it’s a good sample size. This is a great resource if you do not have any tracking in place or want to benchmark results. If you are not currently optimizing for Mobile, Imagine knowing that 25% of your customers can’t view their email properly because it wasn’t optimized for their device. Knowing this gives you a clear starting point of where and how to optimize your content, as well as give your marketing campaign greater chance of success because the customer can actually view the offer!
  2. Create a Framework: Now that we decided that iPhone and Web are your starting points, you’ll need to create a working frame that you can base your design on. For instance, iPhone content would be designed for 260-320 pixels, while desktop will be designed at 1024 pixel width. There are many sites that provide “Grids” to incorporate the design, just do a google search on responsive design framework. This is where the HTML coding needs to incorporate HTML5, CCS and Media query’s to change the look and feel of the site. It’s important to create a framework so you don’t reinvent the wheel for each campaign.  This will allow you to focus more on design principals like Call to Action, and above/below the fold type questions vs HOW to create the grid.
  3. Measure & Test: Now that you have your framework in place it’s important to measure and test your designs. I’ve already mentioned Litmus as tool used to measure email analytics. Litmus is great because they also provide Landing page & email rendering testing so you can see how your design will look. Return Path also offers some email Analytics so you can measure what customers are using to open/render your email. Other Web Analytics tools like Omniture or Google Analytics (FREE) can be used to measure your campaigns. One of the challenges was not knowing what to design for, so having this data is pricless when you need to secure resouces and have facts to back it up.
  4. Review & Expand: At this point you have successfully launched your campaign, now it’s time to sit back relax and take the month off. review the stats of the campaign and see how the customer is interacting. We’ve only started with the iPhone, but tablets and other mobile devices (Samsung galaxy is fastest growing mobile device) are quickly entering the market. The data will help you determine what your customers are using and you can modify your frame work to include these devices.
The reality is that most people will not be able to implementing responsive design over night, but something that will take some time and thought. I’ve assumed that you have a resource that has knowledge of HTML/CSS and have the ability to code and implement thees design principals. The key to not getting overwhelmed is having some data as a starting point to know what your customer is using so you can focus your time and energy.
About Pat Stagliano

Pat has 12+ years of Digital Marketing experience, developing the ability to translate business needs into online marketing tactics. Pat has worked with many fortune 500 companies in different verticals including Retail, Computer Software, Gaming, Automotive and health care.

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