Everyone is talking about mobile. It's a wonderful thing; unlike with social media in the past, clients don't need convincing in the same way when it comes to mobile. They all have at least one mobile device that they use just like everyone else – constantly! Therefore, it is not a question of 'if' but rather 'how' to approach a mobile communications strategy.
At TMP, we have always been at the forefront of technology, pioneering and refining strategic approaches that benefit our clients' resourcing needs. We are no strangers to mobile, having been early adopters, and the benefit of this experience allows us to provide the following tips for mobile success.
1. Always ensure you have a mobile friendly destination
Any investment spent on driving traffic from mobile marketing will be lost if there isn't a destination optimized for mobile use. If you are building a new site, take a responsive design approach that will scale according to device, provide a better user experience and remove any unsupported content. If you have an existing site, either adapt its design to work effectively on mobile or build a separate site specifically for mobile traffic. Mobile friendly destinations typically take less time to load, have simplified navigation with larger 'touchable' areas (as opposed to small links in text) and prioritize content for fast consumption.
2. Use auto-detection and redirection to deliver optimized content dependant on the end user's device
Not all mobile devices are created equal and some will have extended functionality that others don't. Also, remember that not all phones are smart. By using automatic device detection and redirection, you can ensure delivering content that is guaranteed to work on whatever device is being used, using graceful degradation for feature-phones and older or less functional smart phones. Also veer away from less widely supported (on mobile) technologies, such as Flash. Use HTML5 for interactivity, to ensure the widest compatibility and make sure video content is delivered in a format that will work on a range of different mobile devices.
3. Provide multiple variants of advertising inventory to maximize the potential of different form factors
One banner does not fit all - provide variants for desktop, tablet and mobile, taking into consideration the differences in user behavior for each. For example, people typically have less time to read on a handheld device such as a phone, compared to a tablet. Modify the creative execution to maximize the effectiveness of getting the message across.
4. Utilize location-based services where possible
Mobile and location are inextricable bedfellows thanks to GPS. Make use of this by identifying the user's location and serving content specific to where they are situated. Always provide the option to override this as well, as users may also be interested in information that is not local. Include addresses where applicable and integrate or otherwise utilize mapping applications such as Google Maps, to provide various views of the surrounding area as well as directions and calculation of commute time.
5. Test, test, test!
Testing is always important, but never more so than with mobile. Ensure that whatever mobile components you utilize, be they sites, apps, QR codes, image recognition, Augmented Reality, etc., that they are tested on a variety of different hardware platforms (iPhone, Android, BlackBerry, etc.) that you intend to support. This should always be done before going live with any traffic driving campaign - nothing will alienate your audience more than something that doesn't work.
6. Simplify the application process from mobile
Candidates using mobile devices will not have the inclination or time to complete a multitude of questions while on the move. Allow candidates to register and start the application process, thus connecting them to the role in the recruiter's ATS/CRM. Provide a subset of questions that address the most important information you wish to gather initially, ensuring this is easy to complete. Upon submission, send an email with a link to complete the application later—after initial submission from a mobile device.
7. Constantly measure and improve
Mobile experiences are personal and focused around the user. Additionally, as a nascent and rapidly evolving technology—functionality, connection speeds and other contributing factors can quickly change how users consume and interact with information accessed using their mobile devices. By measuring not only basic elements such as what content is accessed and by how many, but also user behavior patterns, on different device types (such as tablets vs. handsets), in different locations and at different times of day, you'll be able to improve and tailor the user experience, thus maximizing your investment in mobile marketing and communication.
This list is by no means exhaustive; hopefully, it has achieved its aim of demystifying the essentials of a successful approach to mobile marketing and communications. To see these principles in action, take a look at TMP's TalentBrew Next Generation Mobile product, which redefines the mobile job seeker experience.