Call Your Mobile Audience to Action
A straight-forward guide to communicating with your mobile audience
You already know you need to be mobile, but how do you make mobile work for you? Mobile users are more likely to interact and respond to a call to action than desktop users, but how do you call your mobile users to action?
The Approach You’ll Take
Don’t Beat Around the Bush – the first thing your mobile visitors should see is the expected action for them to take – Call Us, Visit Us, Contact Us, Register to Win, Buy. Provide a clear message at first glance and save the more detailed information for other marketing channels.
Keep it Short and Sweet – the message should be simple and clear. All aspects of the mobile site should be transparent and actual in design and information. Utilize the same skills as when updating your Twitter or Facebook status and keep texts to 80-100 characters. Use images that are the appropriate size and don’t use elements which would encumber the loading speed of your site.
Create Clear Navigation – provide clear navigation to all mobile site elements. Link the home page to the header text or image and provide links to the most important areas of the site in the footer so that they can be easily accessed from every page. Use mobile safe fonts (http://www.bluetrainmobile.com/blog/choosing-fonts-for-your-mobile-website) so that the text is clear and easy to read on the smaller mobile screen.
The Tools You’ll Need
Tools of Action: depending on your business model and what is most appropriate for your audience, you’ll want to integrate one of the following into your mobile site:
- Contact Forms – Use forms to gather the precise information needed for call back, subscription, orders, enrollment, etc.
- Click-to-Call – Enable your users to call with the click of a button.
- Click-to-Map – Guide users to the nearest location.
- M-Commerce – Give users the ability to buy your products immediately and efficiently.
Detailed Analytics: see when and where users are accessing your mobile site and what pages are most visited. Reports help guide you to make your mobile site even more efficient.
- Device Summary – Find out what devices are most often used to access your mobile pages.
- Top Pages – What is the most frequently visited page? Discover the best way to organize your site and content according to user’s consumption.
- Distribution Channels – Reveal what is bringing in the most visitors.
From a publisher viewpoint you need to consider the tools to inspire and call their audiences to action. Build your mobile site on one platform that will be automatically optimized for each user’s unique mobile device. Creating custom contact forms, click to call buttons and other tools of action to interact with your audience. With UNITY Mobile’s platform, you are provided detailed reporting, giving you the feedback you need to continually evolve and improve your mobile strategy.
Written by: Sarah Watkins
Who they are: New York Hair Braids & Weaves. Looking for a weave, braid, roller-coaster ponytail, a fishtale, pixie or a kinky twist? Personally, I am not looking for any of these, but if I were, New York Hair Braids & Weaves, located in Virgina Beach, just may do the trick.
What is unique about this site: When you’re a SMB trying to attract customers, and competition is fierce. New York Hair Braids & Weaves nicely incorporates both a reservation system with a coupon, giving the customer an up-front savings for booking online. The appointment coupons are calls to actions which entice customers for an immediate intent to purchase or reserve in this case.
Where you can find the site: http://m.nyhairdesigns.com/ (Best viewed on a mobile phone.)
Why we like this site: This mobile web site is offering to save its customers their ‘Benjamins’, and give its customers a little design flava for visiting.
Who they are: Mobile Website of the Week – Europa Jagellonica exhibition at GASK museum. Over one hundred and twenty museums from around the world have lent 350 pieces of art to a museum in the Czech Republic, documenting the cultural development of Late Gothic and early Renaissance art throughout the Czech Republic, Slovakia, Poland, Lithuania, Croatia and Hungary.
What is unique about this site: This multimedia exhibition guide site has all the features you would need to show a well planned exhibition mobile website, such as video integration, click-to call, click to map, navigation mapping, ticketing, feedback form, plus a graceful and classical layout.
Where you can find the site: http://m.gask.cz (Best viewed on a mobile phone.)
Why we like this site: Creating an exhibition website can be more engaging with your audiences, especially when you include multimedia elements. As an example on how to design an event or exhibition website, the GASK Museum displays all the core qualities in layout an exhibition mobile website.
Who they are: Mobile Website of the week - Angels Cakes. As wedding season is upon us, we thought we would show an elegant example of a boutique bakery that specializes in wedding cakes, Angel's Cakes, a local bakery in Le Bar-sur-le-Loup, France (a short distance from Cannes, for those who have been lucky enough to visit southern France). Offering a wide selection of American-English and French style fondant decorated cakes for all occasions; weddings, birthdays, anniversaries, baby showers, and retirement parties.
What is unique about this site: With over 50% of mobile searches having an intent to purchase, Angels Cakes is a fine example on how any local business should remember to position their product portfolio online for mobile. The online gallery has a vast photo collection of their cakes for customers who have not yet decided on what type they should select for their special event.
Where you can find the site: http://m.angelscakes-timea.com (Best viewed on a mobile phone.)
Why we like this site: For a small size boutique bakery, Angel Cakes remembers to include all the important elements; promotions, extensive cake gallery, social media integration, and call us/contact us form all prove to be useful.
Who they are: Tobacco Free Florida (TFF), is a comprehensive effort to reduce tobacco use in the state of Florida. TFF is managed by the Florida Department of Health’s Bureau of Tobacco Prevention Program (BTPP), and consequentially funded by money derived from a tobacco settlement agreement with the major tobacco companies.
What is unique about this site: Great video integration showing past commercials and demonstrating what happens when you smoke too long. Furthermore, the sites main icon to help you find the nearest help centre is resourceful, as well as including social media link.
Where you can find the site: http://yourmobile.com/tobaccofree (Best viewed on a mobile phone.)
Why we like this site: Video integration is a great persuasion tool for the use of this state wide anti-smoking campaign.
May 2, 2012: Prague, Czech Republic; Cologne, Germany, London, U.K; New York, USA; Tampa, USA: Amsterdam, Netherlands: UNITY Mobile, a provider of cloud-based services that are revolutionizing the way businesses connect to the entire mobile ecosystem, has been included in the 2012 Red Herring Top 100 award which celebrates the innovations and technologies provided by European start-up companies to their respective industries.
UNITY Mobile won the award for its innovative solution for mobile website creation, management and mobile video delivery. Using UNITY Mobile’s video transcoding platform, organizations of all sizes can create and manage best-in-class mobile websites, mobile applications, multimedia content, e-commerce, and mobile marketing tools. The platform automatically converts and optimizes multimedia for streaming and download, making it easy to manage and monetize content. And thanks to a unique device recognition system, it is able to deliver video content to any device, providing the best mobile viewing experience possible for audiences on the go.
Thomas Wittig, CEO of UNITY Mobile, says being recognized by Red Herring Top 100 exemplifies UNITY Mobile’s commitment and strong cooperation with its partners and customers.
“The number and quality of entrants to Red Herring 100 far exceeded our expectations, and we are honored to be recognized,” he says. “Winning a Red Herring Top 100 award demonstrates that UNITY Mobile has strong partnership cooperation and has invested in product innovation. For instance, our capability to integrate into major platforms and workflows enables our partners to enhance their portfolio of offerings for small to medium businesses. Also, our Mobile Integrated AUdience Engagement solution (MIAU) and our platform lead generation and conversion tools provide marketers with a cost efficient way of delivering high quality, fully integrated mobile services that generate revenue and deliver value for partners and SMB customers. At the same time it enables transparency of conversion flows from on-air, on-line to on-site which are increasingly important for marketers and brand managers.”
Red Herring’s Top 100 Europe list has become a mark of distinction for identifying promising new companies and entrepreneurs. Red Herring editors were among the first to recognize that companies such as Facebook, Twitter, Google, Yahoo, Skype, Salesforce.com, YouTube, and eBay would change the way we live and work.
“Choosing the companies with the strongest potential was by no means a small feat,” said Alex Vieux, publisher and CEO of Red Herring. “After rigorous contemplation and discussion, we narrowed our list down from hundreds of candidates from across Europe to the Top 100 Winners. We believe UNITY Mobile embodies the vision, drive and innovation that define a successful entrepreneurial venture. UNITY Mobile should be proud of its accomplishment, as the competition was the strongest it has ever been.”
Red Herring’s editorial staff evaluated the companies on both quantitative and qualitative criteria, such as financial performance, technology innovation, management quality, strategy, and market penetration. This assessment of potential is complemented by a review of the track record and standing of startups relative to their peers, allowing Red Herring to see past the “buzz” and make the list a valuable instrument of discovery and advocacy for the most promising new business models in Europe.
About UNITY Mobile
UNITY is a provider of a cloud-based services platform that enables organizations to easily leverage Internet strategies and operations directly in the mobile channel. UNITY's innovative publishing, management and marketing platform enables brands and advertisers to rapidly build on core digital media investments and processes and seamlessly access new mobile audiences.
Except for historical information, this news release may contain certain 'forward-looking statements'. Forward-looking statements are statements that are not historical facts and are subject to a variety of risks, uncertainties and other factors that may cause the actual results, level of activity and performance to be materially different from the Company’s expectations and projections.