I feel a rant coming on. Let’s get started. Mobile does not mean “on the go.” Just because someone accesses your site from a mobile device doesn’t mean they’re anywhere special. To me more clear, it does not mean they’re in a store, on the road, walking around looking for your store, or in an airport like some overly happy fictional family found in a stock photo you purchased on the Internet.
Sorry for the cynicism, but as marketers, we often get so close to the forest that we’re unable to see the trees anymore. Common sense curiously starts going away. We forget how actual hu-mans interact with each other and our marketing. We underestimate or overestimate peoples’ attention spans, responsiveness, and enjoyment of our user experiences. In short, sometimes we marketers need a swift kick in the pants to wake up and exit our reality distortion field (R.I.P. Steve Jobs).
Here’s one of those times.
If you missed it, go check out Pat Flynn’s great podcast, Smart Passive Income, when he hosted Greg Hickman from MobileMixed.com. Hickman is a true expert on mobile marketing by every sense of the word. He clearly knows his stuff. In the midst of the all the great mobile marketing basics Hickman was slinging out during the interview, he made one claim that literally made me pause the recording and ponder.
Mobile does not mean on-the-go.
In fact, a large percentage of people accessing content via their mobile device are actually at home. Hickman was unsure of the actual statistic and I’ve been unable to find a source, but it makes sense, when you think about it.
How many times have you been watching TV and wanted to quickly Google something? Do you really have the energy to get up and go to the other room to hop on a computer? How barbaric. And to be even more honest, do you even have the energy to lean over and grab your laptop off the coffee table? Give up that comfy groove on the couch you just sank into? I don’t think so. Let’s not even get started on our mobile bathroom habits.
Maybe on-the-go should read, when you have to go.
So, let’s take a step back into reality and self-reflect. When strategizing, think about how you use your phone. I like how Hickman puts it, when it comes to marketing, mobile should simply mean screen resolution (aka screen size) and everything that is affected by that. That means user experience, look and feel, and conversion, etc.
Everything else, like where people are when they use your site or app is dependent on what your business is and how you’re promoting it.
The moral of the story here is to make sure you’re constantly taking a step back while you’re working on your marketing. Mobile is just one aspect of marketing that is exposing our difficulty to get inside the heads of the general public. Be brutally honest and use common sense. Just think, “how can I make this a better experience for my visitors?” and you should be fine.