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Mobile Websites for Long Island Businesses

The Mobile Movement: Understanding Smartphone Consumers

Why your business needs a Mobile website right now!

First, the good news: If you have a website, then you have a site that can be accessed by any mobile device with a browser. Now, the bad: Chances are, that site looks pretty crappy on said mobile device.

If you’re worried about this, you’re not alone. Just as companies realized, circa 1996, that they needed to create a website to remain relevant to consumers, history is repeating itself in mobile. By 2013, more people will use mobile phones than PCs to get online, according to Gartner. In mid-2011, we also reached the point at which consumers were spending more time on their mobile devices than on their PCs.

In such an environment, a site designed to be viewed on a desktop PC comes across as woefully lacking. Say you’re accessing such a site from the Safari browser on your iPhone. The first thing you’re likely to notice is that it takes a relatively long time to load. The second thing is that the type on the page is pretty small. It might take a lot of zooming and pinching to navigate the site as well. If you have Flash on your site, it’s not going to come across at all on an iPhone.

At that point, your potential customer may start looking around. According to a recent survey from Compuware, 40% of users have turned to a competitor’s site after a bad mobile experience.

Yet currently, most businesses haven’t optimized their sites for mobile. Jesse Haines, group marketing manager for Google Mobile Ads, says the company canvassed its large advertisers early in 2011 and found only 21% have launched a mobile site.

If you’re among the other 79% or so, take heart. Optimizing your site for mobile or creating a mobile site from scratch isn’t a big deal.

In part, that’s because Google has stepped in. The company is eager to expand its online advertising empire further into mobile. With an eye towards “growing the mobile ecosystem” as Haines puts it, Google last month launched GoMo, an initiative that aims to help businesses go mobile.

Google’s is a clearinghouse of information on the topic and even includes a feature that lets you see how your site looks on a mobile device.

For those looking for a quick fix, Google provides a list of companies that will build your mobile site for you, and you can specify what you want to spend. Haines says that you can get up and running for as little as $100 a year.

Dennis Mink, VP of marketing at DudaMobile, one of the vendors Google lists on GoMo, says he thinks the average price for a decent mobile site is more like $200 to $500. If you’re comfortable with website design, though, DudaMobile offers DIY tools as well, which are just $9 a month. While the company’s web-based software is free, the fee goes toward hosting and site analytics. (Yes, if you’re running a mobile site, you have to pay two hosting fees — one for your traditional website and one for mobile.)

One recent DudaMobile customer is TriStar Automotive, a Santa Rosa, Calif., repair shop. Jim Dadaos, the owner of the shop, says his web developer told him a few months back that he needed to get a mobile site “because that’s where everything is going.” Dadaos’s developer contacted DudaMobile, which created the site “within a very short time” and it’s been up and running for six months. During that time Dadaos says he’s seen a 20% spike in business. “During these times, the auto repair business is sucking, so that’s significant,” he says.

Mink and Haines offer a few tips for building a good mobile website. One thing to consider is whether your site is what Haines calls “thumb-friendly.” What that means in practice is lots of big, fat buttons. Another thing to keep in mind is font size and navigation. The first should be fairly large, and the second should be fairly intuitive.

Haines says one site that renders especially well on mobile is 1-800 Flowers, which, as you see below, is both thumb-friendly and intuitive.

Another site Haines singles out is from PacSun, the teen-focused clothing brand:
Incidentally, if you’re considering a mobile app rather than a mobile website, Haines says to go for the website. “It really depends on the brand,” she says. “We think a mobile website is a must-have.” Haines says that for some brands, like news sites for instance, a mobile app makes sense, but otherwise, most users are going to look for you via their browser.
Mink agrees: “If you’re going to search for any type of business, you’re going to search the mobile web, not an app store,” he says. “People don’t look for apps that will give them information.”

Facebook marketing can boost sales

People who “like” a brand’s Facebook page are

As investors question just how much Facebook is worth, a study from Internet research firm comScore suggests that marketing on the world’s most populous online social network can help increase sales.

The report released Tuesday found that people who were fans of Starbucks and Target, or friends of those fans, were more likely to buy something than those who were not fans.

People become fans by hitting a “like” button for a brand’s Facebook page and receiving updates about that brand mixed in with content shared by their friends.

In the case of Starbucks Corp., those exposed to the company’s message on Facebook were 38 percent more likely than the typical Facebook user to make a purchase in the four weeks that followed. Target Corp. saw a 21 percent lift in the same time frame.

The comScore study came a day after the research firm said that the number of unique visitors to Facebook’s website is growing at a slower pace. And it’s less than a month after Facebook had a disappointing debut as a public company.

The report was partly commissioned by Facebook Inc., a client of comScore’s. It was based on a panel of Internet users who agreed to participate in the study — a condition that can skew results.

ComScore urges marketers to look beyond acquiring as many fans as possible on Facebook and focus on their message and on social media marketing campaigns. Accumulating fans represents only the “initial springboard” of reaching fans and their friends with ads and other brand messages, the report said.

Once a brand has acquired a certain number of fans for its Facebook page, its goal should be to reach as many people as possible, have the brand resonate with them and “hopefully influence consumers to purchase or engage with the brand,” comScore said.

Published: June 12, 2012 8:03 PM
By BARBARA ORTUTAY  The Associated Press