Have you seen the new Nissan Leaf? It’s a neat little zero-emissions electric car. I like it, because it’s the first “new” style car that doesn’t look like it belongs on the Jetsons. I like it, because it’s trying to leapfrog hybrid technology and Tesla elitism to create a truly green car for the masses. I like it because it’s new, and I’m a serial early adopter.
Here’s an ad that you might have seen during the Tour De France:
Nissan forgot about my vehicle
Think about the ways people access the web. Let’s call these vehicles. Most consumers are now using several of the following, each with its own unique characteristics, capabilities and behaviours.
- A desktop at work
- A laptop at the coffee shop
- A mobile phone on the go
- An iPad in between
My vehicle of choice to further the Nissan Leaf conversation was my iPad. It’s with me on the couch as I watch TV, including expensive 30 second spots.
A quick Google search brought me to their doorstep and I was ready to find out more. You’d think there would be a synergy here – a car aimed at the earliest of early adopters with the tablet that Steve brought down from the mountain.
Apparently, Nissan failed to make this connection. Their website experience is so reliant on fancy javascript eye-candy (points for not being Flash), that I was unable to read the most basic FAQs about the car.
In their efforts to tell me about their vehicle, Nissan forgot all about mine.
Are you considering the vehicle?
When developing your marketing efforts, are you paying close attention to the different ways in which your visitors might be approaching your content? This goes beyond having a “mobile version” that simply loads correctly and fits on the screen.
Start with the intent of the user
For example, if you’re running a 30 second spot on television, chances are higher that someone on an iPad is visiting your website while sitting on the couch. Why not build a web experience for them that immediately connects to the commercial – in hopes of continuing the engagement.
Conversely, if you’re a restaurant – and you have visitors using mobile phones (probably in traffic or with friends en route to find food) – why not build a mobile experience for them that quickly and easily lets you dial your phone number, make a reservation or view a menu built for their screen-size?
Then think about capabilities
Each vehicle comes with its own set of capabilities, that can either lead marketers wildly off-base or seal the deal for brand engagement. When you pair visitor intent with device capabilities, you’re well on your way to making killer web experience.
What if Nissan noted my iPad as it hit their servers, and presented me with the opportunity to not just interact with a website, but download an application. Show the early adopter with spare cash (obviously their key demographic) a flashy TV commercial, and within minutes have them customizing, building and finally steering their new Leaf through simulated city streets.
Too big a budget? What about letting me download some iPad sized wallpapers – instantly turning my tablet into a billboard for their cute car. Think that might remind me to tell some friends about it? Its not about spending the most cash, or having the most flash… its about taking a moment to think about how to best minimize friction and maintain the momentum required to keep the message moving forward.
{ 1 comment… read it below or add one }
It's amazing how the web has changed over the last few years. Building a site was so much simpler when all you had to account for was a visitor using either Internet Explorer or Netscape. Now, not only do we have five or six major browsers to code for, but so many different device types, screen sizes, resolutions, etc.
It's a challenge, to be sure. But when you think of how much MORE potential there is to market your brand online now, compared to years ago, the extra thought, planning and building involved is a small price to pay. It's definitely worth spending the extra time thinking about where your visitors are going to be coming from, and what they're browsing on.
Great thoughts as always, Neil. Thanks.