Michael Aronowitz, Chief Marketing Officer, Saveology.com
Becky Minervino, VP, Senior Interactive Strategist, McKinney
The question I probably heard asked the most this afternoon at the Internet Summit was “Should we build a mobile app or a mobile website for our client?” The keynote speakers cautioned to think of the user while others like Michael Aronowitz advised to build both. I found it interesting that the question was always posed as either one or the other. I’m far from expert on the subject, but I imagine that budget and resources are central to this predicament. Anyway, here are a few things I thought were worth regurgitating from the mobile marketing discussion.
Becky Minervino made a good point about how mobile is often talked about in one context or another, but is actually a big, broad topic. Mobile includes apps, websites, display advertising, messaging, activation and search.
I also liked her Wayne Gretzky quote reference of “A good hockey player plays where the puck is. A great hockey player plays where the puck is going to be” as a means to explain why McKinney has a mobile site when only 5% of their website visitors are mobile. In other words, their being proactive to accommodate a percentage much greater than 5 in the future.
Her 6 pointers for mobile websites:
1. user centered design
2. less is more
3. not field of dreams (if you build it they will come, not the case with mobile sites)
4. mind your ever expanding toolkit
5. brace for complexity
6. experiment now
Mobile marketing, emerging media right? Becky called it just that, then chuckled “It’s already here.”