Discovery: on-deck or off?

For mobile content players, discovery is the big challenge. How do you get people to experience your .mobi for the first time?

Do you get your content on to the operator’s portals (‘on deck’)? Do you go direct, and help people to find and enter your URL on their own (‘off deck’)? A combination of both?

An informal survey among the mobirati indicates that the US market is about 30% off-deck and 70% on-deck while the European market is the reverse. Any thoughts about why this should be the case are welcome.

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The Marvellous Three of Mobile

Nick Fisher of Marvellous, one of the UK’s top mobile agencies, recently shared his thoughts on mobile marketing.

Nick identifies ‘The Big Three of Mobile Marketing’ as:

Brand Engagement
Functional Utility
Direct Response

Which feels like a tight way to think about your mobile strategies. A campaign can do any combination of these, but if you’re using mobile, it should probably be doing at least one of them.

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Nine reasons to consider mobile marketing

Anders Hansson, from Infonu in Stockholm alerted us to their eBook,, “How To Go Mobile”. Here’s a short excerpt, nine reasons to consider mobile marketing… (Thanks Anders!)

1. You get a list of phone numbers of consumers interested in your products.
A mobile phone number is a more reliable reference to a consumer than an email address. Use your list to learn who your consumers are.

2. You communicate directly to consumers wherever they are.

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Everything You Wanted to Know About Mobile SEO But Were Afraid to Ask….

That’s right, we’ve just published the latest in our series of ‘best practice’ papers and this time it’s on the thorny issue of mobile SEO.

Go get it now. It’s jam-packed with 20 or so pages on the following things:

The different requirements of mobile users and how this effects your mobile SEO effort.
The different ways in which mobile search engines are working, and how this impacts the way you need to build your mobile sites.

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Make your mobile campaigns reach every user. Are your campaigns device-aware?

Mobile marketing isn’t rocket science. But there’s one thing you probably ought to know about: mobile websites and pages that look great on one device might crash and look awful on another.

It’s a fact of life for mobile marketers but, as you’re about to see, there’s no need to panic.

Device diversity: a marketing challenge

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The mobile glass is half full

The mobile glass is half full.

The people who develop mobile applications and websites used to only think about the limitations of the mobile device. Small screen. No proper keyboard. No mouse.

Today, mobile developers and marketers have woken up to the idea that the mobile handset is not a disabled device, it’s a differently-abled device.

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Copywriting for mobile sites

If good web writing is good writing boiled for forty minutes on high, then good mobile web writing is leaving the copy on the stove overnight.

That concentrated stuff on the bottom of the pot? That’s what mobile users want when they’re on the go.

A few tips for writing better mobile web copy:

Cut to the chase.

If you can’t write the copy on your hand, rewrite it.

Be goal-directed (your users are).

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