Mobile Rule of Engagement #3: Convenience

[Part 3 in this week's series on "Engagement." See below for previous posts in this series.]

We are, after all, marketing to people on the go. So keep it simple. In fact, our company’s slogan is: “Mobile marketing made simple.”

Long ago, we recognized that CMOs and marketing directors didn’t have time to adequately deal with all of the intricacies of mobile. They barely had time to manage their mainstream marketing channels. They’re so busy that we needed to make it turnkey.

Mobile consumers are just as busy, so simplify. For instance, we tell clients to provide easy to take action-steps in every communication. And include a WAP link that is barebones, so it downloads quickly to the consumer’s cell phone.

We use drop-down menus whenever possible, to reduce the need for typing. And we try to surround the end-user with multiple response channels that are all just a click away and simple to navigate.