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Mobile Marketing: Top 10 Technical Design Considerations

by Robert Carroll  |  
December 21, 2010

In this article, you'll learn...

  • How marketers can use technology to stay ahead of the mobile boom
  • The 10 key design issues to consider when choosing a mobile technical platform
  • How to improve the mobile experience for your customers

The mobile channel is playing an increasingly strategic role in marketing. According to Gartner, worldwide sales of mobile devices were up nearly 14% in the second quarter of 2010 over the previous year. Sales of smartphones, too, are booming despite the lackluster economy.

To address the challenges associated with the growing mobile market, companies have to take a hard look at technology strategies, not only business ones.

It used to be that companies had to worry only about adjusting their website format to fit mobile devices. Today, they must consider how to incorporate geo-targeting, profiling, and time- and location-based marketing to better support and engage customers anytime and anywhere.

The mobile channel should be integrated uniformly into all of your systems. The goal is to have customers enjoy a consistent, branded experience, whether they're engaging via desktop, laptop, or smartphone—or even a company-managed online tech center or community forum.

Marketers should be mindful of the following 10 key design issues when choosing a technical platform for the mobile channel:

1. Examine the current systems architecture to ensure it can support potential use scenarios, now and in the future. The design of your content management system (CMS) should consider all needs related to governance, localization, device type, and communication. Minimize the potential for disparate systems by ensuring robust read-and-write functionality to all deployed back-office systems.

2. A components-based CMS is ideal for supporting the mobile channel. Web-page components, such as content, digital assets, or applications, can be easily repurposed within channel-specific templates—simplifying the content-management and release processes.

3. Localization, localization, localization! The global marketplace demands that a CMS enable companies to create language variants easily and manage the translation process and regional go-to-market strategies. But it's also important to consider how each content variant will interact with the limited screen space of a mobile device. Creating customer-experience variants for devices with different form factors will help companies increase savings, management efficiencies, and time-to-market speed.

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Robert Carroll is CMO of SDL's Web Content Management Solutions in North America ( SDL accelerates delivery of multilingual content to global markets. Contact him at

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