You would have thought that the Internet age, and the countless new media places it has spawned, would have forever disbanded the idea of media messages being prepared on a one-size-fits-all’ strategy.
Yet, if you look at marketing messages from many B2B players, you’d be forgiven for thinking some had missed the communications revolution boat.
By 4.34pm today, I had received 87 emails, about a third of which were commercial’ of some sort. I was out of the office first thing today and then I had lunch with a colleague from DNX and have therefore used my Windows mobile to access a good number of those emails. The sad fact is that my predisposition to delete commercial messages from my PDA has become two-fold. Not because I am out of the office per se, but because the EDM’s I receive are indecipherable lists of links. At the very least, multipart message systems that recognise devices and send a text rather than an HTML version should be used. And further, thinking about how text only versions appear can be an art in itself to ensure greater interaction. It’s time I think we all got a bit smarter on how to target people in different ways to the usual vertical/horizontal traditions.
But it’s not just with email where we’re not thinking laterally enough. Is your website optimised for mobile yet? We’ve just changed our agency site in such a way and it makes the mobile experience much much better. The page fits in my mobile window – it actually looks like it was built for the job (which of course it was!) rather than being a collection of graphics that disappear off the side of the screen.
We’re all saying remote and mobile working is the future, so perhaps our marcoms had better get on a fast track to catch up!
