Marketing across connected devices: How to do it by Jonathan Houston

In the good old days of online marketing there was a screen size you designed for and that was that. Your website always worked and always looked good but things started to change rapidly.

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First there were multiple resolutions to cater for: 800 x 600 became 1024 x 768. The internet then went mobile and ‘mobi’ websites become the buzzword of the day. The tablet is fast becoming the new mobile defacto standard. Marketers, therefore, have had to adjust and figure out how best to present themselves across multiple platforms.

Why is multiplatform marketing critical?

This is the latest challenge that marketers need to familarise themselves with and it is not one which is going to go away. When looking at your Google Analytics report, you will be able to make an educated decision as to which platforms you need to focus your development attention around. You will further be able to figure out how your ideal audience mix is accessing your site.

If your ideal target market is not in an upper Living Standards Measure (LSM) then I would suggest not making your site perfectly designed for tablets and smartphones. Rather, focus your attention on a simple and functional site that works on PC as well as USSD or WAP enabled cellphones.

There is further evidence in this infographic from iStrategy, even though it is from 2 years ago, that mobile device usage contributes to overall internet usage. 46 percent of respondents accessed the internet via both their mobile and PC while 25 percent used their mobile device exclusively.

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For the full article on Memeburn by Jonothan Houston click here.