How many people do you know that don’t have an internet-enabled mobile phone?
And how many times have you had to abandon using a company’s website on your phone just because it’s too cumbersome, slow to load, or simply difficult to read?
Yet marketing teams are still investing less in mobile than TV advertising and even global companies haven’t designed their websites for mobile yet.
A recent survey conducted by Monotype’s Brand Perfect initiative discovered that 57% of Fortune Global 100 companies haven’t optimised their main corporate websites.While some of these companies have specific campaign driven strategies which provide dedicated apps and sites for specific brands, the corporate site is being passed over.
And where mobile sites are offered, they are often cut down versions of the corporate site. The default shop window for important audiences such as investors and media is being overlooked. No wonder it’s hard to get the board to buy into marketing.
Why are experiences inconsistent? The marketing function is now so fragmented that brands are losing control. Corporate marketing is siloed from brand marketing and multiple agencies serve each company. As technology has raced forward, marketing teams haven’t been able to evolve quickly enough and the net effect is a disjointed market offering.
What we need now is simplification all round. Simplification of our internal processes and simplification of our communications.
Uniting marketing teams and agencies is crucial to this. It’s no longer acceptable for there to be technology specialists that do their own thing. Everyone has to be in the conversation and everyone has to be up to speed with the options technology offers.
From a communications standpoint, getting the basics right has never been more important. Ensuring that audiences are met with the experience that you want them to have should be a focal point. That content can be easily accessed and read from every touchpoint is a baseline requirement, not an afterthought. Have you considered that in London alone hundreds of languages are spoken, and when your customers visit your co.uk site they may want an option to interact with your brand in another language? Yet it’s rare to find language support on websites.
For mobile, simplicity is even more important. While some parts of the US bask in 4G sunshine, much of the UK struggles to complete a conversation, let alone download apps and videos in good time to harness the spark that motivated a click-through in the first place. Relying on video’s risky not only for technical reasons, but also when you consider that, over 3G or basic internet packages, you’re essentially asking your customer to pay to receive your message to them. Focus on simple, reliable execution of your message and ensure it’s fast and easy for your audience to act.
Here are some brand examples that highlight my points:
For product focus and sales drive: http://net-a-porter.com
For interaction: http://www.
For overall consistency http://barclays.
For global support: http://vice.com
These are sites built on HMTL5 standards, which provide a simple way to carry your communications across digital platforms.
With the mobile explosion, extending your business into the space effectively seems a failsafe way to grow, and a sensible resolution for the coming year.
Julie Strawson is Marketing Director at Monotype.