Mobile Internet Marketing - Pick It Up And Run With It

The mobile phenomenon has changed the way that internet marketers think about their processes

, and created a new avenue for exploration and conquering. Still a relatively new industry, mobile internet marketing is growing enormously. A Nielsen report from September 2009 showed a spike in mobile internet users, growing by 34% year on year.

The mobile internet population growth is being driven mainly by teens and baby boomers, with working mothers also represented as one of the biggest spenders in a related study by Nielsen. The study also showed us the 35 to 54 year olds still make up the majority of a mobile internet marketer's web audience, with around 38% of the population. We know we should be focusing on it - but what are the biggest lessons for site owners and advertisers with the advent of the mobile browser?

1. Website design needs to be mobile-specific

Scrolling around to see an entire page is something that no user likes doing - even those on a regular sized computer with a scroll wheel on their mouse! Companies increasingly need to build a parallel site, with a website design that is aimed at mobile users. There is technology available that detects whether a visitor is one a mobile browser, and redirects them to a 'sister' version of your site accordingly. Those that succeed in the mobile internet marketing world will be the early adopters of parallel website design.

2. Develop new models without the annoyance factor

Text-based mobile internet marketing is often very intrusive. In fact, this may be one of the reasons why internet marketers haven't yet seen even more impressive mobile internet adoption figures. One of the ideas that are being tossed around currently is to cajole consumers into receiving adverts; by offering them free content or services in exchange for views. This tacit allowance of ad display will help ensure that mobile internet marketing reaches the widest audience possible.

3. Different website analytics tools are needed

Look for a website analytics provider that can integrate your mobile visitors and their statistic into your package. Some lower quality web analysis tools will not even record mobile visitors, due to technology incompatibility. You'll want to know data like the following, to make your mobile internet marketing effort more valuable:

Bandwidth

Browser type, user agent and operating system

Type of handset, with make, model and screen res

Mobile service provider, including the country of origin

Plus all the usual website analytics; visitors, page

views, page time, exit points, click path analysis, etc.

4. Mobile website design can now incorporate Flash

The ever present staple of the internet can now be utilized on every smartphone - except the iPhone. Watch this space for developments - your internet marketing efforts may miss a large chunk of their audience if they are delivered in Flash.

by: Gregory Smyth

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