Issue link: https://read.dmtmag.com/i/705606
w w w. v w m m e d i a . c o m J u l y - A u g 2 016 | V I N E YA R D & W I N E RY M A N A G E M E N T 1 0 3 WHAT IS BEING MOBILE? The acceptance of and interest in doing more on mobile devices is extremely high and growing faster than we can imagine. We're all becoming extensions of our phones and tablets, and so should your winery's business. In 2014, we reached the "tip- ping point," where there were more mobile phones in the world than people. It's simply grown from there. Mobile marketing is a mindset that every winery needs to adopt because your competi- tion already has. Being mobile also means getting untethered. Get away from the cash register or point of sale system. Get out from behind the tasting bar. Be among and interact with your customers. BE MOBILE RESPONSIVE "Mobile responsive" is a clever term that acknowledges we live in a multi-device world, includ- ing desktops, laptops, tablets and phones with different operating systems and screen sizes. There- fore, the design of your website needs to respond to the device on which it's displayed. But being mobile responsive also includes recognizing how people respond while on their mobile devices. For example, people are more likely to reply faster to direct messages and texting, rather than traditional e-mail, because they're checking their mobiles all the time and mes- saging is immediate. WHAT'S IMPORTANT ABOUT BEING MOBILE? Let's get into the details regard- ing how to be mobile. We'll start with your website. Website. Design your website for mobile first. In this case, design follows function. Use concise copy on the home page, allowing for easy mobile interaction. Your goal is to get people to do something. Assume they'll be viewing your website on mobile devices. Accord- ing to Corinna Wang, marketing manager for Vin65 (one of the lead- Mobile responsive websites are inherently part of modern website design. They don't require mainte- nance outside of program updates and there are no additional associ- ated costs. For example, almost all design template themes in Word- press are mobile responsive. So are most add-on programs like Woo Commerce for online shopping. Mobile website applications. These cost as much as websites to develop, require maintenance and operating system licensing with Apple iTunes or Google for Android devices. Consumers must down- load the app, so this probably isn't appropriate for one-time purchas- ers. These may be attractive for wine club members and return cus- tomers if you can create interest- ing features. An example might be something unique, like a self-guided vineyard tour with numbered sign posts along the route. Data collection. Remem- ber the e-mail sign-up sheet and how you couldn't translate 25% of ing winery e-commerce platforms), "More than one-third of winery website traffic across Vin65 origi- nates from a mobile phone. So if your website isn't optimized, you're definitely missing out. A responsive website is the best way to ensure a seamless customer experience. In this day and age, you must focus on the user experience. Make sure your website is secure, simplify your forms, improve speed, have a one-page checkout and shop your own website monthly." This is great advice. The informa- tion most sought out by consumers should be readily available, since an estimated 80% of mobile searches are immediate need-specific. For people planning visits, make sure contact info (e-mail, address, hours and phone), tasting room location (directions, map and hours), tast- ing fees and wines are prominent. Make sure new buyers or subscrib- ers can sign up for your newsletter, social media sites and online store quickly and easily. The percentage of website traffic that originates on mobile phones has increased dramatically since 2010.