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Anyone who’s up on technology has heard of mobile web design and content marketing—two terms used with increasing frequency in the online world. Can mobile design and a great content marketing strategy be combined without sacrificing either content or design elements? The truth is that great content does not have to be sacrificed for mobile design and can even be enhanced by the capabilities of new devices. How can web designers show clients the importance of mobile design and content marketing, and combine them effectively? Showing clients how their website appears on a variety of handheld devices or Google’s GoMo Meter is a good way to promote the responsive design element. Adhere to the following best practices to show clients that responsive web design that incorporates the unique features of handheld devices and a killer content marketing strategy can work together to create an awesome online experience.
Google’s Mobile Movement infographic presents a strong argument for integrating responsive design into a content marketing strategy. To properly integrate responsive design and a content marketing strategy, accept that you should work as part of a team that includes marketing professionals, or develop your own content marketing skills.
Expect the marketing professionals to set the content requirements, and design around them.
As a team, identify and create content based on user needs, and then optimize the user experience in a mobile environment. Take advantage of whatever the device offers—GPS, mobile browser, touchscreen, phone and camera features—to build and present your content in a creative, useful, engaging and entertaining way.
Multi-screening occurs sequentially or simultaneously, providing new opportunities for multi-platform content marketing. Think of mobile content development as responsive marketing, or creating content that meets the way people use their devices. Combining responsive design and a content marketing strategy for optimal benefit forces businesses to throw out unnecessary content and focus on the stuff that is important to customers. Mobile design forces designers and content marketers to prioritize and design for the smallest screen on the market. The best content marketing strategies use responsive design and the unique capabilities of mobile devices to anticipate and answer the user’s needs based on an analysis of typical users. Join our 746,498 subscribers and get access to the latest tools, freebies, product announcements and much more! Youa€™ll be joining the 130,000 Smart Insights members from 80 countries who trust our advice to Plan, Manage and Optimize their marketing. Sharing advice on selecting and using these tools to get better results from digital marketing was one of the drivers behind setting up Smart Insights and we'll soon be launching a marketplace to feature these tools - get in touch if you'd like to be featured in our new directory. However, the range of tools to gain insight is daunting and this has been highlighted again by the new Gartner Digital Marketing Transit MapA - newly updated for Spring 2015. It's a great complement for Scott Brinker's Digital Marketing Landscape mapA which you may know - I personally prefer since it has clearer groupings of technology categories and specific tools shown by popularity. To the south are the a€?business districtsa€? that connect with other parts of the organization: IT, sales and service, general marketing, business intelligence and general advertising, which is often outsourced to agencies. The stop in the center, labeled a€?digital marketing hub,a€? is the central station where all of the functions converge. In the northeast are services concerned with engagement quality: creative and user experience. Maps like this can help in reviewing tools available against what you currently have in place as part of reviewing your use of insight, so I hope some may find this useful - let us know what you think?


Dave … glad you made sense of those because I was going crossed eyed with the joining up of all the different dots, inc. You can click on the above graphic to zoom in on a higher resolution version of that growing landscape. You’ll know the image has rendered properly on your screen if your reflexive reaction is a colorful expletive. With nearly 1,000 different vendors represented here, the scale of the marketing technology space is staggering to behold.
Yes, 1000 different marketing technology vendors, out of which you only know some, all jostling together in the bazaar, is a good thing. It’s a good thing because it illustrates just how vibrant the digital marketing industry is.
Those questions aren’t necessarily easy, but the answers will give you a good roadmap for prioritizing your marketing technology investments. In the spirit of full disclosure, I included my company, ion interactive, in this landscape, in the Testing & Optimization and Marketing Apps categories.
Some opinions expressed in this article may be those of a guest author and not necessarily Marketing Land.
Scott Brinker is the president and CTO of ion interactive, a leading provider of landing page management and conversion optimization software. MarTech: The Marketing Tech Conference is for marketers responsible for selecting marketing technologies and developing marketing technologists. SMX Advanced, the only conference designed for experienced search marketers, returns to Seattle June 22-23. A properly integrated responsive design and content marketing strategy should produce a phenomenal user experience for visitors to your client’s website. Don’t be surprised, however, if your clients balk when bits of important content are omitted on the tiny screens. When a smartphone user needs to book dinner reservations while running to catch a bus, he doesn’t have time to explore a beautifully rendered menu with glorious graphics. Say a hungry and busy pizza lover uses his smartphone to order a pizza while riding the train home from work. When he is on the train, his GPS-enabled smartphone shows him the closest location of his favourite pizza franchise as a pop-up on a map. The difference is that when designing websites and choosing content for mobile websites, the user’s needs change based on a variety of factors—in particular, the device they use.
The user may start their online shopping expedition with the smartphone and only need immediate access to this season’s fashion line, for example. When the online shopper continues on to their tablet, they want to see a shopping cart and e-commerce options.
If they don’t, users will become frustrated and will simply jump to competitor websites that are easier to navigate. They don’t want to read novels about widgets on their phones; they want to know where they can buy a novel and what it costs.
The phone, GPS, camera, video and web access of smartphones and tablets provides unlimited opportunities for creative marketers to present their products and services in innovative ways. When I'm talking at conferences I often see mostA pens to paper when I'm recommending the many freemium tools to gain insight to improve results from marketing. Gartnera€™s digital marketing transit map presents a comprehensive landscape of marketing technologies that will enable organizations to see every kind of service and technology that is available and how they relate to each othera€?.


It shows how much entrepreneurial talent is being directed into the space — all competing to offer you, dear marketer, better capabilities. And while making choices can be hard (hey, there is some downside to this massive field too) having choices is good.
They see their own customers and clients talking, texting and surfing the internet via their mobile devices. This is your chance to explain that you can introduce media queries and responsive design into their existing content strategy, or build a new content marketing strategy using responsive web design techniques to ensure that the most important content appears on every device. Your goal is to find creative ways to present content that best meets the objectives of a given website while working within the parameters set by responsive design.
He taps the link, which leads to the mobile website, and he discovers he can order right from his phone. According to Google’s 2012 report, “The New Multi-Screen World,” 67% of subjects used more than one device to shop, and they used these devices sequentially, or in steps, to move from browsing to shopping to making the purchase. Businesses can capitalize on this by using handheld device capabilities in conjunction with online and offline marketing activities. Restrictions imposed by mobile design (such as small screens and slow load times for graphics) force efficient and affective content, which requires stripping away the excess that exists on traditional websites. With some careful planning, an integrated approach to design and marketing can result in a cutting-edge campaign that excites and engages users and results in more sales leads—and a happy web design client. I've kept this map for reference - here's the new Digital Marketing Landscape mapA from Scott for 2015 - checkout the difference.
I’m a big fan of infographics, but could have done with some some simple tables for the technology landscape ones. There are hundreds of other great companies selling software to marketers that weren’t included in this landscape, due solely to constraints of time (I did as much as I could over the holiday break) and space (I wanted to keep this to one page). What matters is delivering amazing experiences that attract and retain happy customers, from their very first touchpoint with your company onward. You want people on your team who are comfortable digging into these technologies, evaluating, configuring, and orchestrating them — but who do so through the lens of enabling brilliant marketing (not just geeking out on the tech for its own sake). They also understand that excellent content is the key to making money directly or indirectly from a website.
What many clients don’t understand, though, is that a website that performs well and shows great content on any handheld device can help them gain new customers in the mobile user market. Remove the one that says “Wicked Web Designer” and don the one that says “Content Marketing Guru Extraordinaire”.
He then realizes he forgot the pineapple (which his pregnant wife craves) and immediately clicks the “Call Us” button on the touch screen to dial the store’s phone and speak to an employee, who adds the pineapple to his order.  The GPS, mobile browser, touchscreen and phone capabilities were instrumental in making the purchase. The mobile web allows businesses to take their online content marketing strategy right into the place of business through QR codes on posters, banners, product labels and brochures and through applications such as Foursquare. What does their buyer’s journey look like, and where are the leaks in that funnel where you’re losing them?



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