Today I wanted to look at five best practices for mobile widgets, which are interactive sign-up forms that enhance marketing strategy by mobilizing online visitors. Not only are mobile widgets easy for consumers (and developers) to use, but their flexibility maximizes screen space and allows brands to build mobile subscriber lists for targeted interactive marketing.
1) Create an optimal user experience
A mobile widget is simple code placed on a website, minisite, Facebook page, marketing banner or pretty much anywhere else that uses HTML. This code allows consumers to enter their mobile phone number online and receive a mobile message (e.g. SMS, IVR) in response.
Brands should customize the message type triggered by widgets to provide the best user experience for their particular audience, whether distributing an opt-in for ongoing alerts, a link to a WAP site or mobile internet page, a call to action to download an app or a mobile coupon. In addition to message type, message content should also be customized. Simply include metadata collection fields (e.g. zip, date of birth) as part of the widget and distribute targeted messaging according to the responses received.
2) Formulate direct-to-consumer channels
With mobile widgets, brands should create exclusive direct-to-consumer marketing channels. For example, those companies targeting younger audiences can use mobile widgets to deliver news, updates, coupons, discounts or downloadable content. One of ESPN’s mobile widgets, for example, prompts consumers to download an ESPN app in order maximize offline engagement.
3) Maximize exposure
When deploying a widget, show it off! Hidden widgets are not effective in supporting online promotions. Boldly displaying a widget ensures not only higher opt-in numbers, but also maximum consumer trust.
Excellent show off space includes a brand or product homepage, a banner that remains above the fold, or any page within a maximum one click from highest traffic areas. For example, Vizio’s placement of a widget on its company homepage allowed potential customers to easily sign up and facilitated the creation of a sizable marketing list.
4) Integrate mobile widgets into existing brand identity
Well-integrated widgets with recognizable brand attributes will perform better than generic widgets, as widgets that capture brand identity receive greater consumer attention. Remember, like email addresses, mobile numbers are personal to consumers. The more a widget looks and feels like a trusted service offered by a brand, the more positive responses it will generate. One example is a widget from John Deere, which replicated the look and feel of the brand’s website on the sign-up form.
5) Develop clear and concise messaging
Mobile widgets should present a compelling call-to-action and trigger a relevant message for subscribers. VH1’s VIP Alerts does a great job of communicating its value proposition to viewers, as the terms of sign up are clear. For compliance reasons, as well as the best possible user experience, make sure users receive a confirmation message in real-time on their phones the moment they sign up.
For those looking for more information, I encourage you to check out Art of the CTA – which features an assortment of mobile and social widgets with included commentary. It’s a great resource for engaging in a dialogue about what’s working and not in mobile marketing today.
And, of course, if you have a mobile widget best practice or question you want to share, please post it to the comments below.
January 18th, 2012: Blackout Day. By now you’ve probably heard of the public outcry against the SOPA & PIPA bills as leaders of the free internet (including