12.23.2011

Where's the Mobile Site?

As I have written in the past, sometimes I like to share a story, idea, thought, opinion, etc. that is not 2D barcode related, but strategic marketing and/or general business related. Here's another such story.

"360i is an award-winning digital marketing agency that drives results for Fortune 500 marketers through insights, ideas and technologies. 360i helps its clients think differently about their online presence and evolve their strategies to take advantage of the new world of marketing communications -- one where brands and consumers engage in interactive and multi-directional conversations. 360i was selected to Ad Age's Agency A-List and Fast Company's roster of the "World's Most Innovative Companies." Current clients include Oreo, jcpenney, Coca-Cola, NBC Universal and Diageo, among others." These words, which were taken straight from the agency's website, sound impressive, don't they?

As impressive as the description may sound and how distinguished the description may make the agency appear, what I find so very remarkable about this agency is that they do not have a mobile presence. Type the company's URL (www.360i.com) into a mobile device and you are brought to the desktop version of the company's website, there's no auto-redirect to a mobile site. Search on the term "360i mobile" and the closest you will get to anything mobile is a link to a document the company published some time ago titled "Mobile Marketing Playbook," which serves to define the mobile channel and describe why the channel is so important for companies to be in and pay attention to. Odd isn't it? For a company so entrenched in the digital space, entrenched enough that other companies come to them for advice, guidance and solutions with respect to the "new world of marketing communications" that they themselves do not have a presence in the newest space of marketing communications, that being mobile.

Although I single-out 360i here, there are plenty of other organizations, across industries, that profess to be leaders, innovators, creative thinkers, on the cutting edge, etc., but they have yet to invest in mobile marketing. Why is that?  Where's the disconnect? If I can take a stab at it, I believe a large part has to do with the fact that companies see mobile marketing, as well as many other forms of marketing, as an expense rather than an investment. Is it an expense or an investment to learn about, understand, develop and maintain another marketing channel, by which additional business can be conducted/transacted, customer interaction/engagement can take place and the brand can make its presence known? Not in my mind. Is there an "expense" to establishing a mobile website, content, etc., sure there is, but which is greater, the "expense" itself, or the "expense" of missing out on an opportunity the likes of which the mobile channel offers and represents?

I am very interested in asking 360i why they have no mobile presence and plan to forward this post to their Director of Marketing. Frankly, I can't even imagine what the answer might be, but if I get one I will certainly share.

Mobile is here folks and it's becoming, if it's not already, the first screen. Disregard it at your own expense.

1 comment:

  1. 360i is not alone my friend! I have noticed this with quite a few companies who have been touted as leaders in the mobile marketing industry. Kudo's to you for calling them and others like them out!

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