Don’t Make Them Think
Ease of use is the most important detail to
consider when building a marketing strategy.
Amazon and eBay apps are notably streamlined
and clear of distractions.
Bob Greenstone, CEO of San Diego-based
Permission Interactive, employed this philosophy when his company developed its new mobile platform, which launched in November.
Rather than asking consumers to download an
app, the technology reformats and optimizes a
client’s Web site for mobile transactions when
viewed on a smartphone.
“We’re not going out and doing mobile
marketing to drive people from their iPhones
to call in or go to a Web site,” says Greenstone.
“Our primary focus is on capturing orders that
people will naturally make using their smart-
Yoshi Blade is one example. If a user visits
yoshiblade.com on his or her computer or if he or
she visits the Web site on a smartphone, the offer
and upsells are the same, but the mobile experi-
ence highlights the upsell more prominently and
The mobile site for Yoshi Blade
more prominently highlights the
upsell to simplify the process for
users looking to buy direct.
makes it simple for the user to buy direct.
“That mechanism for ordering is here,”
says Greenstone. “People are using their
smartphones and their iPads to order stuff.”
How much stuff is debatable, but if the
opportunity seems big enough, then figur-
ing out how to introduce another channel
into an existing campaign is the next big
“We’re all about trying to find multiple
ways to present offers to customers, whether that’s via the telephone our IVR, live
agents, mobile, social, affiliate marketing
… all the things that we do to drive orders
to our marketers like the Allstars and the
TELEBrands of the world,” says Sam Gore-witz, vice president of sales at Washington
D.C.-based Ignite Media.
“It’s one of many channels that we’re
trying to expand with our customers,” he
adds. “Will it be a huge piece of our business in 2011? Probably not. Will it be bigger than what it is today? Absolutely.” ■