1. Will images still display correctly on mobile devices?
Will your marketing visuals (text color, text font, image resolution, etc.) retain their intended messages when viewed on a mobile platform? Many people ignore this question and assume that based on their high regard for a particular visual, the visual will be effective despite any necessary changes the ad may undergo when converted to a mobile view. However, consider the following scenario. If you have text in an ad that is spaced to emphasize a certain word, for example, “Make today a POWER day!” with the word “POWER” separated from the rest of the sentence, that particular word could be cut off unless a user walks away on their mobile phone. This would make the ad far less impactful, as the consumer would initially only see “Make today a day for”, possibly already losing interest. In this case, you may need to consider creating an entirely new mobile-specific ad to deliver the same message.
2. What if your clients can’t connect to Wi-Fi?
Will connection speeds or data caps affect consumers’ ability to interact with your marketing materials? Consider that on the go, consumers may not be connected to Wi-Fi and therefore may or may not want certain things. For example, having a mobile-only option could keep a consumer on a page they might otherwise have abandoned if it took too long to load. Mobile carriers are also beginning to limit the amount of data their subscribers can use, so they may not want to watch videos, download large files, or visit image-heavy sites. If you include data-intensive materials in your marketing, they should always be accompanied by text that describes and/or complements your messages.
3. Have you considered “fat thumb syndrome”?
Will users have difficulty navigating, entering information, or interacting with your marketing with inaccurate finger taps? Unlike a mouse, fingers can be terribly clumsy, and if objects are placed too close to each other, require rapid/consecutive touches, or require the kind of precision that comes with a mouse, you may want to redesign certain aspects of your mouse. your marketing to make them more mobile-friendly.
Conclution
Facebook has said time and time again that it will focus on the mobile platform as a path to higher profitability. This strategy is being echoed in many industries and clearly indicates the importance of mobile phones in reaching consumers. Your marketing efforts can be more effective if they are mobile-ready or have easily accessible mobile versions. Ask yourself the questions listed in the article above to get started with some of the fundamentals of mobile marketing.