As follow-up to Landing mobile Part One, we posed the questions:
“…what happens after a consumer clicks on a web link in the text message you’ve blasted to your list or clicks on the mobile display ad you’ve developed? Where do they land? Where should they land? Are you able to convert curious consumers into well-qualified leads?”
While the results of a “click” can range beyond taking the viewer to a landing page (for instance taking them directly to placing a call), one of the most effective lead generation and CRM techniques on mobile is taking them to a landing page or mobile web advertisement that is designed for mobile.
The mobile audience is desirable and more willing to engage with advertising when advertisers lead users to mobile-designed landing pages and micro-sites rather than to desktop-styled web sites. Landing page usability has always been a make or break factor for advertising effectiveness and it’s even more so when it comes to mobile users.
While a desktop-style site may be tolerated by some mobile users, a mobile-designed site will attract and retain mobile users, and yield an increasingly large and receptive audience. Landing pages need to be relevant for the “consumer on the go”, device-appropriate, and include an incentive for the consumer to participate.
In our next post on this topic, we’ll dive more deeply into relevancy, devices, and incentives.
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