An interesting thing happened the other day, I was searching for a new 3D Blu-ray player and came across a player that had the ability for users to download a media app so that the user could control their DVD player from their iPhone or iPad. I thought it was a fun, nice-to-have feature, but then I started thinking more and realized – wow, the mobile phone is being used as a remote control! The remote control? Isn’t the remote the central device that most family members fight to control, because they ultimately become in charge of the family’s entertainment destiny? Ok, perhaps that’s taking it a bit too far, but what it told me was how pervasive mobile phones continue to become.
It’s great to see how far mobile usage scenarios have come, which is why it has been on my mind to write a blog about the importance of targeting mobile phones. So, here goes…
As a part of the original Windows CE 1.0 team (Microsoft’s first entry into the mobile / PDA / embedded devices market), we used to talk a lot about the future of mobile, the ability to deliver locally relevant offers and content, share information anytime and anywhere, conduct meaningful transactions, and create stored values. I kept waiting to see when the inflection point would finally happen, and so finally over a decade later, we have started seeing a huge adoption of smartphones (thanks Apple). The trend continues to increase in a staggering way, especially with the more recent acceleration of the tablet market (thanks iPad). With devices seeding the market and extensive content ecosystems being available (thanks AppStore), users finally have compelling content choices that were highly relevant and contextual, including having apps that would satisfy even some of the most obscure interests. Smartphone users could finally demand a comprehensive experience that provided a holistic set of services ranging from getting the daily dose of news, shopping, entertainment, among others.
So why am I recapping the obvious? Well, agencies and in-house search teams driving web design & digital campaigns, should ensure their web experiences and campaigns are optimized for mobile. Mobile is the +1 that is here to stay. I’d even venture out to say that for many users, they would say that their mobile phone completes them. So why not have websites and search campaigns grab the attention of the user when they are on their most beloved device (in a recent Google study, 20% of smartphone users said they would give up cable TV before their smart phones!)? The answer is that websites need to be mobile (and tablet) ready, and search marketing campaigns should include differentiated approaches for mobile phones and tablets (cutting and pasting from regular desktop search efforts don’t usually work).
Now that I may have your attention, you may be wondering – is there data to back up all of this? Stay tuned for Part II…
This is part 1 of a 3 part blog… check out the next two in the series here:
You Had Me At Hello Pt. 2
You Had Me At Hello Pt. 3