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Direct Response Marketing

Going Mobile: DR to Go — Let’s Get Mobile

1 Feb, 2013 By: Brendan Condon Response

As mobile devices and the mobile Web continue to dominate our days and nights — and seemingly everything in between — we need to figure out how to most effectively integrate this incredible medium into our DR businesses.

Here are some staggering facts that might get you going:

  • 91 percent of adults have their mobile within arm’s reach 24/7
  • 25 percent of Americans use only mobile devices to access the Internet
  • Nine out of 10 mobile searches lead to action — and more than half lead to purchase
  • 70 percent of mobile searches lead to action within one hour
  • 74 percent of smartphone users use their phones to help with shopping, with 79 percent ultimately making a purchase as a result

Wow! Or should I text “OMG!”?

Hopefully I have convinced you that you need to include mobile into your direct response efforts — today. Now let’s talk about how.

The best way to integrate mobile into your DR campaigns is to not see it as a standalone media placement tactic. Mobile is a new tool in the marketing box that needs to complement your other advertising efforts — such as TV, print, radio and out-of-home.

Mobile can drive leads, convert customers and engage consumers. First, try to organically weave it into your current ad campaign. The best way is to make sure you think like mobile device user, and that your creative is optimized for the mobile Web. If your site’s landing pages are not optimized for mobile, you will most likely have quickly frustrated visitors — potentially lost customers — dealing with tricky navigation and slow page loading times (a giant non-starter for this sophisticated and action-oriented audience).

You must build a mobile friendly site — there’s no alternative. And it’s well worth the investment. Why? Because mobile-optimized sites lead to mobile purchases — lots of them. Customers are more likely to buy a product or service if your site is optimized for mobile engagement, and they will recommend your product or service if your experience on a mobile device is welcoming and works.

When building a site for the mobile Web, visualize your content on smaller screen sizes and think about navigability — can you get around easily? Technically speaking, you should be using HTML5 rather than Flash. It’s a million times easier to program, much more versatile and therefore readily compatible with the myriad phone devices on the market that don’t allow Flash. If not, a customer engaging with your site may abandon it a few seconds in. After all, they have options and will head elsewhere: to buy your competitor’s product.

Another mantra to using the mobile Web for direct response is, “Keep it simple.” Given the restricted amount of screen space — whether on a phone or a tablet — it’s important to figure out what key pieces of information your customers will be looking for.

A store locator? Perhaps. A “Contact Us” form? Probably not. An E-mail or simple call-to-action or embedded customer dial option? Definitely. This will greatly improve your lead volumes and conversion rates.

It is important to keep the steps involved from entry point to purchase as easy as possible. Be sure to think about the different mobile devices and their specific interaction and engagement features as you are building your mobile platform.

Bottom line, make sure the mobile Web experience is engaging enough, robust enough, and easy enough that the mobile campaign transfers the brand experience from TV to the mobile Web. Branding is key in DR, and engagement is key on the mobile Web — and vice versa.

Here’s one last fact in case this argument hasn’t been convincing enough: 73 percent of smartphone users say they used the mobile Web to shop rather than an app. And they’re doing this from home while watching your TV ad, at the office or while they’re on the go. It doesn’t matter to them — because it’s mobile.

So don’t just dial it in! Let’s get mobile — mobile Web that is! ■

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