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Monday Morning Mobile: The Mobile Foundation

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By Seth Kaplan

RISMEDIA, June 6, 2011—So you’ve heard about QR codes. In order to crack the QR Code, you need to have a solid mobile website strategy in place. This is the destination all your QR Codes will point to. So, what is it you should be looking for? There is a lot that goes into building a solid mobile website that will be the foundation for the QR codes —or text codes for that matter—which you decide to employ within your marketing. Here are the most important things to know about implementing a mobile website.

Phone Recognition—it is important to understand that when building a website, the computer developers focus primarily on three different browsers; Internet Explorer, Mozilla and Safari. However, there are over 6,000 different mobile devices with web browsers, and all have different specifications. Your mobile website should be built using a platform that is able to recognize not only that the consumer accessing your site is a mobile consumer, but what type of device they are using and exact specifications of that handset and browser. This will allow for different users with different devices to have an experience that is unique to them and their particular device.

This includes a more elegant experience for more elegant devices and simpler experience for simpler devices; all on the same site.

Integration—having a mobile website is not meant to be a standalone marketing initiative. Your mobile website should integrate your traditional online website; using redirection code, all mobile users going to your existing URL can be identified and immediately sent to the mobile version of the site. This allows you to continue to promote your existing website and brand. In addition, your mobile website should easily integrate with the other mobile technologies you are employing such as text, QR and Apps. Often, the best and most efficient way to ensure that this can be accomplished is to work with a company which provides a complete solution.

Ease of use—The reason that so many of us frequent Google from our mobile devices is because it’s easy to use—they do a great job of formatting their site for mobile searching. However, we have all had the experience of doing a search, finding the right link, and then not being able to get the information that we want because that site does not format for mobile. As mobile users, we are looking for a quick and efficient experience to get to the information that we want. Maybe our consumers want to see a particular property at 123 Main Street, or view the properties around them using GPS; either way it’s all about the experience they have finding that information. Your mobile Website should cater to the mentality of the mobile consumer. The best way to know whether a company can provide this for you is to test examples of live sites they have built for other clients.

Keeping these three things at the forefront of your search for a Mobile Website provider will allow you to choose a smart solution and build a solid foundation for all your future mobile marketing endeavors.

Seth Kaplan is the president of Mobile Real Estate ID. Contact him directly at Seth@mobilerealestateid.com or, for more information, visit www.mobilerealestateid.com.

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