BizTECHNOLOGY Tech Tips Kevin Kaplan, VP of marketing and technology for Long Companies, offers five tips for making your business mobile friendly: 1. Ready or not, mobile is here – the proliferation of smartphones and tablets means that mobile devices are quickly becoming the primary way consumers access information and the Internet. Like it or not, to reach today’s consumer you need to have a strong mobile presence.
App Savvy Long Realty Goes Mobile By Pamela Doherty These days, there’s an “app for that” everywhere. Applications – or software that runs on mobile devices – bring abundant and unlimited activities to our fingertips. We can play Monopoly, avoid parking tickets, keep track of calorie intake, check the performance schedule at Carnegie Hall and scan the latest snow reports from ski resorts around the world. As for your customers, the ways they seek out information continue to change. To avoid obsolescence, businesses must adapt to this behavior and to the innovative technology consumers increasingly rely upon. Long Realty Company is one local business that is determined to keep pace. “We are making sure that we are meeting the wants, needs and desires 242 BizTucson
of consumers who are totally tethered to their laptop, phone and iPad,” said Rosey Koberlein, CEO of Long Companies, the parent of Long Realty. According to Kevin Kaplan, VP of marketing and technology for Long Companies, 35 percent of property searches on the Long Realty website are now done on smartphones, a figure that has doubled in each of the last three years, and will undoubtedly continue to rise. As a result, a big part of Long Realty’s overall marketing strategy is to ensure that it has a strong presence in the mobile space, anchored by its mobileoptimized website. This past summer Long launched an app of its own. The GPS program allows users to locate properties that are for sale, under contract, pending and continued on page 143 >>>
2. Analyze your current website – odds are that you have consumers trying to visit your current website on a mobile device. To find out, use the free Google Analytics tool to measure your website traffic. Google Analytics can tell you what percentage of your website traffic is mobile. 3. Make your website mobile friendly – now that you know you have mobile website traffic, are you ready for it? Put on your consumer hat and visit your website from your smartphone. Does it just pull up your full, desktop website? That’s likely a big turn off and frustrating experience to mobile consumers. Make sure you have a mobile optimized website or a “responsive design,” which allows your website to adapt its layout to the size of the screen it is being viewed on. 4. Find a good developer – good mobile website and app development can take a different skill set than traditional website development. The person who built your existing website years ago does not necessarily have what it takes to create a compelling mobile experience. Make sure you do your research and ask good questions. 5. Mobile should be an integrated marketing strategy – don’t treat your platforms like islands. Instead, the experience your clients have in your app, your mobile website and your full website should be a seamless. For instance, one login should be used across all systems. Your mobile platforms are an extension of your website and need to integrate with all of your other internal systems. www.BizTucson.com
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