So what, exactly, is the purpose of a mobile website? Mobile is such an amazing medium because it changes the way we live personally and the way we do business as marketers.
Mobile should be fresh, relevant, and brief. When someone visits your mobile website, they probably know exactly what they are looking for. It might be a phone number to call you, or just hours of operation.
I was just talking with the CEO, John Foley, Jr., and he summed it up perfectly. “People are looking for that one stop shop, instant gratification and quick experience – that’s what mobile is all about.”
With that said, I have to give credit to FX for their fantastic mobile strategy. Their mobile sites provide exactly what you need right on the home screen, with the opportunity to access more if you would like. I accessed two of their sites recently, “Always Sunny In Philadelphia” and “Sons Of Anarchy.”
Having never seen their mobile sites, I was going in as a full-time user looking for one thing. I was looking for the air dates of “Always Sunny,” after seeing an ad during an episode of “Sons,” which is my favorite show.
A quick search led me to a fantastic mobile presence. Not only was the pertinent information very visible, it offered a select number of tabs and social networks. Information is great – but give me too much and I might not see anything you actually want me to see.
I then proceeded to the “Sons” site, which was also very well done. One feature I enjoyed was the ability to download mobile wallpapers right from the site. My iPhone now has a lock screen and background image from “Sons Of Anarchy,” I feel like I am practically in the club! Now THAT is what I call a mobile experience.
You may not have the resources of FX to create such a highly customized presence, but never overlook the functionality and best practices they employ. Provide your audience what they want on a mobile device and make it easy for them to consume it.
The more you focus on this approach, the better the sentiment you will receive from your customers.