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How can marketers hit a moving target?

David Armano thinks 2008 will be the year of the mobile internet. I completely agree. The way consumers interact with the web is changing dramatically, even though most customers don’t realize it themselves. Worse, most businesses don’t either. The mobile web looks like the PC-based web did in 1998-1999, with business and consumer benefits set to explode. Improved devices and networks (iPhone/Android), increased options and flexibility (Verizon’s bring your own device), interesting applications and interactions (Twitter/Pownce/Safari). All very cool.

So how do marketers get onboard?

  1. Understand that your customers have mobile devices and are starting to use them
  2. Learn what mobile services matter to your customers – primarily search, email, voice
  3. Cover the basics – make sure your site can be found, browsed and contacted via mobile. It doesn’t require huge IT investment to make sure your site scans on mobile devices.
  4. Explore the fringes – Set up a twitter account and encourage your customers to follow you or offer SMS contacts

This “core and explore” method is the best way to ensure that once your customers go mobile, you can find them, reach them, and help them without driving yourself crazy.

Tim Peter is the founder and president of Tim Peter & Associates. You can learn more about our company's strategy and digital marketing consulting services here or about Tim here.

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