In my mobile Internet travels, however, I have experienced a few moments of what I like to call “Mobile Site Rage.” Mobile Site Rage (or MSR) by its simplest definition, is that moment of pure, unbridled frustration that is experienced by users who visit a website on their mobile phones, only to discover that:

a)     The site is not fully optimized for mobile use, treating the user to a bevy of overlapping .jpgs and random html text that has become “unhidden” from the tags on their site.

b)    The site is optimized but is so crammed full of rich media that the user’s overtaxed smart phone battery dies in the process of loading the page.

c)     The site is optimized and (joy!) offers several options on a clean, tidy page, but (drat!) does not offer the desired option and (gasp!) does not allow the user to optionally click to the full site to access said desired option. (I’m talking to you, chase.com)

So, if you or your company is considering creating a mobile site, by all means, go for it! Mobile marketing is the new frontier, and not having a mobile-friendly website in 2012 will likely be bad for business. But please, don’t let your users fall prey to MSR – it won’t be fun for either of you.

Endnote: Interested in creating a mobile site but not sure where to start? Here’s some tips on how to make your existing desktop site more mobile-friendly by doing some basic HTML coding changes, and here are some helpful links to sites that will help you dive into creating an entirely separate mobile site for your business – enjoy!

-Stephanie G.

21^st century has introduced dramatic changes into marketing and sales tactics. Today customers spend more time on mobile applications than on web browsers. Studies indicate that 22% of time spent on the internet is social, 24% people prefer social networks to email, and increasing number of users are active on Facebook through mobile versus desktop. The social revolution has created a social divide where most of your customers and employees are already social. What about your company?

Humans are changing, so are they ways to reach them. We are moving from the world of outbound marketing to inbound marketing. Push strategies are slowly but firmly being replaced by user initiated pull strategies. Today, the sales representatives have much less leveraging power in the process than 10 years ago. Customers can find the product reviews online, they can skip the TV ad with just a press of a button on Tivo remote, they have caller ID to screen incoming calls, etc.
The old marketing playbook is broken.

But is it really over for traditional media? Not in my opinion. Although social media usage is growing exponentially, it cannot live without the traditional media. Traditional advertising and promotion strategies, integrated with Social media marketing, will enhance the overall effect on target audiences. Alone it will be so much weaker.

There is no universal one-tactic-works-for-all. The key is how to get the right message to the right person. Who are the people targeted? What do they like? What are they saying? Where are they hanging out?

 - Kristel

Download on-demand webinar from Hubspot to learn more about The Social Revolution.