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“With PC sales declining 14% in Q1 of 2013, digital marketers should move half their budget to mobile now!”

This headline from econsultancy screamed from my inbox this week.

Is this just a knee jerk reaction?  Many commercial PC users still would not dream of using mobile devices for market research, reports, proposals, plans and technical work.

Nevertheless, the rush to mobile is well and truly on and there is now a plethora of online mobile web toolkits. Some of these are free and easy to get started. So what’s stopping us selling this kind of low cost service on to our clients ? Here are four very important reasons

1. Duplication

It’s easy to set up a duplicate mobile website using a well-advertised tool like Dudamobile - but if you have a content-managed website that you update frequently - you suddenly find you have twice the work on your hands!

2. SEO

One of the simplest rules of search engine optimisation (SEO) is - keep it simple. That means you should try and focus all your content onto one website. If you set up microsites or separate blogs it simply dilutes your page ranking. Social media should always feed into your main website. So it’s clear that setting up a separate site for mobile will damage your overall internet visibilty.

3. There is a better solution - Responsive Design

It stands to reason that the best solution is going to be a single URL that presents content that is appropriate any device. This approach is called ‘Responsive Design’ and it’s fast becoming the preferred solution in the industry. A site that uses responsive design only needs to be built once - you don't need to build a web version, a mobile version and a tablet version separately and this saves time and money in the long run.

The eZ Publish Content Management System (CMS) has a toolkit that supports responsive design. We're building our first eZ Publish-based responsive design website right now! Look out for the launch. In the meantime - watch the video below about eZ Publish's responsive design capabilities or call us if you’ve got questions about any of these vital issues. We'll be happy to give our advice.


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A recent report published by the Chartered Institute of Marketing/Ipsos ASI /Bloomberg highlights how businesses are getting to grips with administering and managing social media in their organizations.

The Social Media Benchmark is a six-monthly survey of all company sizes from independent consultants and SMEs to blue-chip corporates with participants spanning UK, Europe, Africa and Asia.


It is interesting to note that only five per cent of respondents outsource their social media responsibility to an agency or third party.

We predict this figure will grow to reflect the growing numbers of businesses wanting to get to grips with social media – but unable to resource this function in-house. These days many marketing departments are stretched to the limit. Social media “champions“ can be found from within the team – they are usually volunteers with a flair and enthusiasm for sharing online. But they may not be the most strategic thinkers or the most customer-service oriented.

Which social media is easiest to outsource?

Twitter is the social media that can be administered most easily by a third party. Next is Facebook and the least outsourced is LinkedIn. This makes sense when you consider the depth of engagement of professionals who are reflecting their skills with every word. The idea of getting someone else to represent you on LinkedIn is kind of bizarre. However, there is a role for an agent in setting up a company page and maximising it.     

More of our clients are asking for help with social media so we launched this service page today:

Talk to us if you need help with social media – we can get you started with baby steps. Alternatively we work with associates who can formulate a bespoke smart solution.

View the social media benchmark online http://www.smbenchmark.com/the-benchmark/results-wave-one/infographic-wave-one/.

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Suzanne Watts

Enterprise AB has recruited Suzanne Watts as a content strategy consultant to help clients make the most of their websites.

Suzanne has seven years experience in business to business e-communications for the Business Link brand and is studying Integrated Marketing Communications at the Bournemouth University business centre.  

With a background in public relations, she has copywriting experience for the press and has developed special interest in email communications.

“There is a potential for clients to improve SEO using e Z Publish tools” says Suzanne. “I can help them develop articles for blogs that can be posted on social media like Facebook and Linkedin”.

EAB managing director Andre Bottin says, “More and more clients want help to improve their communications with their customers and build stronger social media profiles.”

Suzanne’s first job is to launch a blog for EAB to mark its 20 years in business. 

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