Archive for the “Mobile” Category

New Avenues for Online Marketing

Image courtesy of FreeDigitalPhotos.net

The Internet is a constantly changing smorgasbord of new marketing platforms. At it’s current pace it is difficult to differentiate what tools are worth your time. We’ve listed a few new platforms and laid out whom they will benefit the most.

Mobile Websites
Although mobile websites have been around for a while, they have moved from an emerging trend to a mandatory marketing tool. Half of all local searches are done via mobile phone. Hubspot.com reports that Mobile Internet users will reach 113.9 million in 2012, up 17% from 2011. Mobile must be considered for businesses that are currently using their websites as a main source of marketing – meaning it’s important for all.

Web Apps
With so many new devices for browsing the web, companies are finding it necessary to create specific apps for each device, which can prove costly. Web apps provide companies with a cost effective approach. A web application uses the power of the Internet to drive its functionality and since it is accessed via browser it performs cross platform. Updates are done seamlessly without the need for downloading the latest version, which benefits both the user and the company.

Responsive Web Design
Now that desktops aren’t the only tools for browsing the web responsive web design has come into the picture. The design is built to adjust to the size of the browser for whatever device you are using (mobile phone, tablet, etc.). The benefit lies in its ability to adjust the layout of the design to fit the device as well as convenient updating. Instead of meticulously updating several sites, updates are done in one location and apply to all layouts. Companies who have a tech savy target audience are prime candidates for this design. In order to reap the benefits of this design style, it is also important to look at your product and services offering. If these areas of your website are text heavy you may be better served by a customized mobile website with select information.

Pinterest
With all the attention it’s gathered lately, this virtual pinboard has gained much popularity. Pinterest gives you the ability to organize and share all the things you find on the web. With a primary demographic consisting of women ranging from ages 25-34, it holds potential for businesses that are retail focused and have a target audience that matches the demographic. Some companies that have found creative ways to use Pinterest for business are Gap and The Travel Channel.

Instagram
Since photo sharing is one of the most common practices of social platforms, the creators of Instagram hit the nail on the head. This popular app allows you to snap a picture, make edits and apply filters then share it on Instagram or another social platform of your choice. Recently, Facebook decided to buy Instagram, so you’ll only be seeing more of this popular app in the future. If you have already built a following on Facebook or your followers are receptive to images, adding this app to your posting repertoire can help add interest to your updates.

QR Codes
These barcodes are popping up all over the place from magazines to store front windows. To use a QR code, a mobile user scans the barcode with an app on their phone and is given direct access to whatever information the creator intends. They are most commonly used to link to a contest or additional information about a product. The important thing to remember is that they are often accessed via smart phone so whatever destination you plan on sending them to should be created for a mobile device. If your target audience consists of tech savy smart phone users, this marketing tool is for you.

Is it time to try one of these platforms? Starkmedia can help.

The Growing Importance of a Mobile Web Presence

If there is one thing that we have learned over the years at Starkmedia, it has been to quickly adapt to the swift and constant changes of the Internet. With close to 1.2 billion mobile web users worldwide, the Internet is anything but a computer based experience anymore. In fact, it is projected the number of U.S. smartphone users will increase from 90.1 million to 148.6 million in 2015. With this transformation, it is more important than ever to take advantage of the opportunities that come with it. Businesses and website owners are turning to two new avenues to replace their website on smartphones and tablets: apps and mobile sites.

Apps Vs. Mobile Sites

A recent survey from Zmag showed that 87% percent of connected consumers prefer websites and mobile sites to apps. Another study from mobithinking.com has shown that 1 in 4 mobile apps once downloaded are never used again. What does this tell us? Although consumers are using apps to interact, they are still doing the majority of their learning and purchasing via mobile sites, making a mobile version of your website imperative in today’s digital world.

Advantages of a Mobile Site
In order to provide the growing amount of mobile web users with the best experience possible, mobile sites have evolved to optimize the smartphone or tablet display to its fullest. Below are a few ways that Starkmedia has helped their clients succeed with mobile sites.

Content Prioritization: Due to the size of a smart phone screen, information must be condensed and easy to access without compromising on the customer’s experience. Mandel Group is able to provide users easy navigation by prioritizing four sections of the site: apartments, condos, about us, and contact.

Vertical Navigation: The switch from horizontal navigation (desktops) to vertical navigation (smartphones) has a profound impact on user experience. Snapper took advantage of this and created a homepage that uses this functionality in the form of a list.

Localized Results: Mobile sites are able to use GPS to locate exactly where a user is, allowing site functions and search engines to present the most relevant local search results. Briggs & Stratton utilizes this as consumers look to find the closest local dealer.

Responsive Web Design: Another evolution in mobile development we are embracing here at Starkmedia is the use of a single responsive site that adjusts naturally to the size of the browser and therefore multiple devices. By detecting the screen width, a single template can restyle content dramatically, allowing one code base to cater specifically to a desktop, tablet, or mobile visitor. In addition, one code base allows simplified content management, reduced maintenance of multiple desktop and mobile sites, and creates a user experience targeting the needs of each visitor.

As Starkmedia looks forward to 2012, one thing is for certain the mobile web will continue to expand, and with these expansions come new opportunities. What can a mobile web presence do for your business? Let Starkmedia help build a web presence yields results.

A Mobile Website that Appeals to the Mobile User

Bringing the processing power of the computer to your cell phone has made approximately 42% of Americans’ lives a whole lot easier. Smart phones provide users with convenience and all the resources of the internet literally at their fingertips. Although users search the web frequently with their mobile phone, finding websites that are easy to navigate is a rarity. Building a website that will accommodate nearly half the population is crucial to a company’s forward-looking success. (more…)

Google’s Acquisition of AdMob gives insight into Mobile Trends

google acquisitions Google is not only a dominant force in the world of search, but they are consistently investing in and developing the newest technologies. Studying their investments can often give insight to future trends in the tech world.

Let’s consider past acquisitions:
Online Maps through the acquisition of Keyhole in 2004 later renamed to Google Earth in 2005. If you have ever needed directions or simply wanted to pry into the location of an acquaintance’s home, then you have probably used Google Maps. With over 12 million Google Earth downloads, they have established quite a presence in the world of web mapping.

Web Analytics through the acquisition of Measure Map in 2006.
Where would your website be without the metrics available through Google Analytics? Google Analytics has empowered companies with the ability to track and improve their search engine rankings.

Online Video through the acquisition of YouTube in 2006.
Have you seen the wedding video of the couple dancing down the isle? The video gained so much popularity that the show, “The Office” decided to emulate it. Everyone from big brands like Target to average Joes have created viral videos on YouTube to promote themselves. YouTube has proven to be one of the best sources for gaining mass exposure.

Recently, Google purchased the Mobile Advertising company AdMob.
The purchase of AdMob is a strong indicator of Google’s intent on linking its current search engine based ad program with Admob’s Web Display and Application Display ad service. Now, by combining web ads with mobile devices, Google promises to create more useful mobile content for the user and increased opportunities to gain revenue for developers and advertisers.

As of today Google has acquired Teracent, an advertising company that displays ads that are customized to the consumer and site. This acquisition will likely enhance the relevance of each mobile application and advertisement.

Each of Google’s acquisitions has impacted the direction of the web in a significant way. Now Google has confirmed the significance of mobile marketing through the purchase of a mobile display company. The evidence is clear – make your presence known.

Mobile Websites – Staying Ahead of the Trends

mobile websites Did you just download your one-thousandth iPhone application? Maybe you checked the score of tonight’s game before dinner? As those who have embraced recent progress in communication technology, we can all admit to at least a slight attachment to our mobile device. Lately, with new features, options, and apps being added almost daily, we can do virtually anything on our phones. Today’s cell phones have Internet access comparable to computers, with the additional benefit of supreme portability; which provide users the ability to perform web searches anytime, anywhere. ComScore notes that 32% of Americans have used their mobile devices to go online, providing a great marketing opportunity for any firm that is ready to conquer the mobile world. Staying ahead of the trends will allow your company to capitalize on new marketing opportunities and provide new avenues for online visibility. Consider the following questions:

Is your site designed for mobile users?
Many sites don’t transition well on mobile devices. Some of the problems include long load times, incompatible content, and cumbersome navigation. In addition, mobile devices typically handle Flash content poorly, or not at all. To create a positive customer experience, consider making adjustments to create a mobile website version that will satisfy your customers’ searching desires.

Are you taking advantage of an e-commerce opportunity?
Buzz City reports the most requested feature for mobile commerce (at 34%) was the ability to pay bills and make purchase transactions. Recently, NY Times, reported on Amazon’s Mobile Payments Service, which allows users to make one-time payments, one-click purchases, and get refunds or cancel transactions. Amazon understands the importance of embracing new technological developments to improve their customer experience and increase sales opportunities, now it’s time for your company to do the same.

How should your mobile site be presented?
There isn’t just one approach to your mobile presence. Your approach should differ greatly depending on your targeted audience and product offering. The following are common approaches:

Option 1
Take your home website and create a mobile version that includes the features that make your website attractive, but in a scaled down version. The mobile user will experience the same functionality, features, and navigation; therefore enhancing the user experience. This approach is excellent for companies whose targeted audience is online and active.

Option 2
Create a site with only your company’s basic contact information. When a mobile user is detected the site is activated; however, it also gives the viewer an option to be taken to the full version of the website. This is a good approach for businesses whose website offers resources and information rather than the opportunity to purchase or showcase specific products.

Option 3
Target your information towards a specific product offering. For example, your company might be focusing on a new product or has a specific feature that could be attractive to mobile users; in this case, this is the option for you. This is fabulous for the marketing team that wants an innovative and creative approach to mobile marketing.