M marketing, or mobile marketing in its long form, is one of the hottest forms of promotion out there. It stems from Internet marketing, but there are many key differences. Internet marketing campaigns designed specifically for viewing on desktop and laptop computers simply do not translate well on mobile devices. It's important, then, to think about mobile differently. Here are a few important distinctions to consider as you plan out your M marketing campaigns.
Mobile devices are smaller
This is about as simple and obvious as it can get, but often ignored in practice when it comes to marketing campaigns. What looks good on a full-sized computer screen may be totally illegible on a mobile device. The beautiful HTML, graphically enhanced email you created may pop in a laptop's inbox, but on a mobile device the imagery is too tiny to distinguish what the email is about. There are a thousand examples out there of exceptional Internet marketing tactics that don't translate well due to the screen size of mobile devices. In fact, text-based email campaigns, easy to read on any device size, are making a big comeback simply because of the popularity of mobile devices! If mobile marketing is key to your marketing strategy, make sure you keep in mind the screen size of mobile devices and plan your touch points accordingly.
Mobile users don't like long, non-optimized contact forms
Often the call-to-action in Internet marketing includes a form submission. But the requirements for a successful form are quite different when it comes to mobile marketing! People using mobile devices are typically on the move just by the nature of the device. So an extensive, fifteen question form that is on a non-optimized, hard-to-read web page is not likely to ever be filled out by a mobile device user. Less is more. Take the time to optimize a mobile page for your form and ask the least amount of questions in your form as possible.
Call-to-actions that include faxing or printing are a M marketing no-no
Again, for general Internet marketing these call-to-actions can work, but when was the last time you had easy access to a fax machine or a printer via your mobile device? Most likely never. Not only are you typically not around these devices when using a mobile device, today's devices do not make it easy to communicate with these accessories. When you are developing a marketing campaign with a mobile part, make sure you take this into consideration.
Downloads, in general, are not mobile friendly, especially big file downloads
This is another big difference between Internet and mobile marketing. In Internet marketing, white papers, promotional documentation and other downloads can be very successful. But in mobile marketing, the file saving infrastructure can be complex and the downloaded promotion, typically designed for printing, can be hard to read. Most importantly, mobile users have strict data caps on their devices, so anything that requires downloading is often ignored!
Internet marketing and M marketing both have their important roles to play in the 21st century marketing tool box, but it is more essential than ever to draw distinctions between the two and approach each in ways to maximize their impact. Always considering the distinctions above will help you down this path and increase your marketing power.