I feel really lousy about picking on Jeep's mobile site, because I love my Jeep with an unhealthy, Golem-like degree of attachment, but they say you only hurt the ones you love. I should also point out that Jeep's mobile site is evidently based on a poor template established by parent company Chrysler. But Jeep gets extra demerits for failing to resize its promotional touts for mobile, so that its "Name My Ride" promotion appears as "Name My R," which Ernie and Bert once played on "Sesame Street."
The main problem, though, is that Chrysler/Jeep's mobile presence epitomizes the mistaken belief that a mobile site must be nearly stripped of features in order to be usable. Other carmakers like Chevy and Toyota disprove this notion by offering rich features like color swaps, 360-degree views, and ways to explore specific features -- all within the constraints of a tiny screen, by using expandable content and clever swipe interfaces.
Unlike a Chevy, a Jeep can take you anywhere, but you wouldn't know that from their mobile site, which takes you nowhere. You get a long, text-heavy description of the vehicle, and the ability to check out offers and local inventory. That's it. No sizzle with that steak. As a digital marketer, I'll try hard not to get my feelings hurt over such a poor mobile investment by a company that spent $10 million for two minutes of Super Bowl advertising. But c'mon: Has Clint seen this thing? It's halftime in the mobile web, America.
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