By now, most marketing professionals realize that they need to consider how their messages are transmitted differently depending on the technology consumers are using. What works for a website viewed on a laptop may not work on a smart-phone, or on a tablet. But as the variety of mobile devices continues to expand, keeping up with the new technology becomes even more important, and challenging. Robert Carroll is CMO of SDL's Web Content Management Solutions, and he writes in Marketing Profs, that marketers "must consider how to incorporate geo-targeting, profiling, and time- and location-based marketing to better support and engage customers anytime and anywhere. " And that requires a comprehensive mobile tech strategy. Carroll shares ten design issues that marketers need to consider in this age. For example, design issue #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.
Read all ten design issues here.