For the web designer, there are new design considerations. Begin by sticking to the newest W3C, The Worldwide Web Consortium, standards. Today the W3C released its official Best Practices For The Mobile Web.

For marketers of brands that have an under 35 audience it is imperative to create a site that can be navigated on smaller screens and tiny keypads.

there phone to browse the web. This number is predicted to quadruple byThe best method for interactive brands is creating a site that leverages the architecture and business logic of your existing site. It is the presentation layer that needs to be tailored to stay away from big graphics, pop ads and heavy animation. Prioritizing the content, seems to get the best long term results. Content should appears right at the top of a cell phone screen, this allows users to avoid scrolling past multiple navigation links.

The new 60 guidelines also steer developers away from using cookies, which store information on the viewer’s computer to help websites remember user preferences, enabling speedier navigation. Cookies do not work on the majority of cell phones operating systems.

For the mobile consumer keep the interface simple!

The evolving mobile mediums offer a never ending platform to deliver relevant content to brand loyal consumers. Consumers are barraged by information, messages and noise from television to radio to the Internet. The three areas of innovation for marketing agencies will be in creating mobile content that is relevant to the brand’s audience. The three types of mobile media that have begun to create a new paradigm shift in the way marketers speak to their audiences are mobile advertising, branded content and branded entertainment.

Mobile advertising may manifest itself in the form of Pre roll, the ad before a web cast or sponsorship of web based entertainment such as on many of the mass media web sites that offer free video content.

Branded content has been developed for years in the forms of in throwback mlb jerseys flight magazines, pushing destinations, Retail outlets such as Williams Sonoma offering content that features seasonal recipes next to its serving platters. Such content can appear just as easily in print, online and in video.

And last but not least branded entertainment. Branded entertainment has custom jerseys cheap taken flight in many forms. One of the more successful marketing case studies is ABC’s Extreme home make over sponsored in part by Sears. Look closely; every tool that is used to rebuild broken lives is a Sears’ craftsman series tool. This form of branded entertainment has netted Sears with record sales in the last two years.

The important factor in each of the above examples of conent is that neither of them is an Advertorial. Today’s online and mobile consumer is way to savvy to buy off on the infomercial model. That is not to say that the day of the infomercial is dead. It is not. There is still a ready made audience waiting with baited breathe for the next Richard Simmons “Deal A Meal” kit or my personal favorite would be former Miss America turned actress, Vanessa Williams selling Proactive a miracle zit cure.

Creative marketing execs like myself predict that branding opportunities of the future lie in filtering, repackaging and ultimately paying for quality consumer or eagles jerseys cheap brand generated content. Distribution is the key to providing creative content producers the audiences that will drive sales for their brands.

With the billions of pages of blogs, consumer generated content and the other millions of noisemakers out in cyberspace consumers will need a way to filter the noise down to relevant cheap jersey 21 levels. After all, we have limited time and attention, and if we make too much effort searching for good content, we won’t have any time to consume it once we finally get there. Brands who figure out how to filter, repackage and distribute content will stay ahead of the crashing waves of consumer generated noise.

The filtering process I am wholesale baseball jerseys china describing here is not much different from the role an assignments editor or televisions producer plays at CNN or ABC. TV Network programmers used to be credible sources of filtering, but they have lost credibility by delivering inconsistent quality over the years. By taking cues from the early days of radio and TV, where advertisers actually created the programming, interspersing it with marketing messages, is a gold mine for the marketer or creative agency that lands Fortune 500 backing.

Today, large agencies are just waking up to the possibilities, but will inevitably fail at this because it will fall outside of their core expertise. I recently did a stint at an agency that struggled to wrap marketing strategies and pricing models that created a profitability model for the

By |2024-03-19T14:27:21-04:00August 3rd, 2013|Uncategorized|Comments Off on 4 entries from June 2006