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The School of Mobile Vol. 2 - The Detail Chapter 3 - Mobile Technology and Solu�ons

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Now from best prac�ce, we move on to what not to do. Mobile marke�ng given its diversity and
newness offers a lot of poten�al to go about things in the wrong way, so EyeforTravel is pleased to
present our Seven Sins of mobile marke�ng in associa�on with MobiThinking. If you make any of
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these mistakes a�er you have read this report then we will have no sympathy!
The Seven Sins of Mobile Marke�ng
We have been provided these seven devilish mistakes that may seem self-
explanatory but they have been teased out as mistakes that have been
made �me and �me again by companies a�emp�ng to mobilise. Lets try
and avoid too many companies in the Travel industry making them again!
Mistake 1: Trea�ng mobile users like PC users
Mobile users don’t want to download your en�re annual report or navigate seven levels of
your website. The first rule of crea�ng great customer experiences is to think about the kinds
of things you want to do when you’re out and about:
• You want fast access to relevant informa�on.
• You want services that recognise you’re on the move.
• You want loca�on-aware, ac�vity-specific experiences.
Thousands of words, massive images, slow downloads. Lots of clicks - not so good.
Mistake 2: Ignoring the limita�ons of the mobile device
The fastest way to frustrate users is to treat the mobile device like a desktop PC. Phones can
do many things PCs can’t do (see mistake three) but there are limita�ons that marketers
need to keep in mind:
• The screen is smaller
• Even the best mobile handsets have a frac�on of the screen real estate of a PC. Make
every pixel count.
• There’s no mouse
• Moving up and down is fine, but naviga�ng around a screen is no fun on a mobile
• There’s no printer - so don’t ask people to print things out
• The keyboard is limited
PC users don’t mind filling out long forms or wri�ng whole paragraphs. Mobile users
hate it. Keep the typing to a minimum.
• Bandwidth may be restricted
Mobile networks are catching up fast, but many mobile devices s�ll fall short of
broadband speeds. Keep pages, images and file sizes small.
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