The paper “ Impact of Non-Mobile-Friendly Site on Box Office Mojo Website” is a sage variant of a case study on marketing. Box Office Mojo is a website that was designed to track box office revenues. It uses a systematic, algorithmic way and has been able to provide consistent information to industry players since 1999 when it was founded. The website was first designed by Brandon Gray in 1999. Gray later partnered with Sean Saulsbury in 2002 and made the site grow to more than two million readers. However, the website was purchased by Amazon. com through the company’ s subsidiary – the Internet Movie Database (IMDB).
The purchase was made in 2008, and it brought with it some changes that have redefined the website in various ways. First of all, the popular forums and movie games were taken down. Users of the website were invited to participate in IMDB’ s message boards. However, the core essence of Box Office Mojo is still operational to the present day. The website closely monitors the performance of films on day by day basis (Boxofficemojo. com, 2016, p. 1). Significance of Mobile-phone Platforms in the Film IndustryHowever, a key issue regarding the website is its Non-mobile-friendly aspect due to its non-responsive nature when viewed through a smartphone (Lafferty, 2015, p. 1).
It is considered to be a nightmare in marketing in the present business environment because the number of mobile phone users has increased throughout the world. The film industry has seen substantial growth over the past few years since the introduction of the smartphone, especially with the growth of digital companies such as Netflix (Economist. com, 2013, p. 1).
Apple’ s iTunes and iPhone ensured that many internet users could have access to internet services through mobile phones The movie industry was also hugely impacted by the proliferation of internet-enabled mobile devices. Netflix has made it easy for film lovers to access material through digital renting. Together with other streaming services such as Amazon’ s Prime, it has created competition with traditional studios such as HBO and Showtime (Economist. com, 2013, p. 1). Digital sales offer the best hope for an industry that has experienced a slump for a number of years.
Many studios are now releasing digital downloads weeks before DVD films are made available. By 2015, it is estimated that 861m internet-connected devices will be in the possession of Americans (Economist. com, 2013, p. 1). As such, Box Office Mojo effectively saw the increase in competition from other players offering similar services. Many traditional websites have had to create websites that were adaptable to some devices on the market. The introduction of devices such as smartphones and tablets meant that websites had to be designed in a way that they could be viewed in an easy way in the various internet-enabled devices.
While most companies altered their design and committed resources to this end, Box Office Mojo remained one of the leading major websites to maintain still and run a website that is regarded as being non-mobile-friendly. This is because the website still uses a non-responsive web design (Lafferty, 2015, p. 1). Significance of Mobile-Friendly WebsitesResponsive web design refers to a website that is designed to look good and appealing despite the screen size of a device (Dae Eun & Choi Min Young, 2014, p.
756). The 21st-century human being has become increasingly innovative and is easily defined by the mobile phone (ComScore, 2014, p. 3). Consumption of internet resources is now massively defined by these gadgets. Before the introduction of the mobile phone, web designers had a simple obligation to do in their work; they were required to optimize their websites for the desktop (Glassman & Shen, 2014, p. 80). The design of websites followed the principles of pixel-perfect web design, which in essence treated a website as a page from a magazine. Designers had to organize their websites based on a mock-up that was created in Photoshop (Dae Eun & Choi Min Young, 2014, p.
757). The design would then be translated to fit into a web browser. However, unlike a physical magazine, a website is a dynamic medium since users can re-size the browser window as well as change the size of the font on the page. Such factors mean that the principles of pixel-perfect web design cease to be effective. When a website is optimized for a pixel screen size of 1024 x 768, its presentation will be negatively affected in a smaller or bigger screen.
The popularity of the mobile phone has meant that various screen sizes are now available to consumers (Glassman & Shen, 2014, p. 85). It, for this reason, means that websites must continuously address the core issues that have made pixel-perfect web designs problematic.
Berman, R., & Katona, Z. (2013). The Role of Search Engine Optimization in Search Marketing. Marketing Science, 32(4), 644-651. http://dx.doi.org/10.1287/mksc.2013.0783
Boxofficemojo.com. (2016). Advertising Opportunities on Box Office Mojo. Boxofficemojo.com. Retrieved 1 April 2016, from http://www.boxofficemojo.com/about/advertise.htm?ref=ft
ComScore. (2014). The U.S. Mobile App Report. ComScore.
Couch, A. (2016). Box Office Mojo Returns After Disappearing Friday. The Hollywood Reporter. Retrieved 8 April 2016, from http://www.hollywoodreporter.com/news/box-office-mojo-returns-disappearing-740156
D’souza, R., Kulkarni, A., & Mirza, I. (2012). Automatic Link Generation for Search Engine Optimization. IJIET, 401-403. http://dx.doi.org/10.7763/ijiet.2012.v2.163
Dae Eun, Baik., & Choi Min Young. (2014). A comparative study on responsive web design interface of web magazine - Based on cases of women 's fashion web magazine -. Journal of Digital Design, 14(1), 755-766. http://dx.doi.org/10.17280/jdd.2014.14.1.074
DeMers, J. (2015). Post-Mobilegeddon Update: Is The Impact As Catastrophic As Predicted?. Search Engine Land. Retrieved 8 April 2016, from http://searchengineland.com/post-mobilegeddon-update-impact-catastrophic-predicted-221772
Dominici, G. (2009). From Marketing Mix to e-Marketing Mix: a literature overview and classification. IJBM, 4(9). http://dx.doi.org/10.5539/ijbm.v4n9p17
Economist.com., (2013). Split screens. The Economist. Retrieved 8 April 2016, from http://www.economist.com/news/business/21572218-tale-two-tinseltowns-split-screens
Glassman, N., & Shen, P. (2014). One Site Fits All: Responsive Web Design. Journal Of Electronic Resources In Medical Libraries, 11(2), 78-90. http://dx.doi.org/10.1080/15424065.2014.908347
Goi, C. (2009). A Review of Marketing Mix: 4Ps or More?. IJMS, 1(1). http://dx.doi.org/10.5539/ijms.v1n1p2
Jones, C., & Ryan, D. (2014). Understanding digital marketing: marketing strategies for engaging the digital generation. Choice Reviews Online, 52(05), 52-2647. http://dx.doi.org/10.5860/choice.185848
Killoran, J. (2013). How to Use Search Engine Optimization Techniques to Increase Website Visibility. IEEE Trans. Profess. Commun., 56(1), 50-66. http://dx.doi.org/10.1109/tpc.2012.2237255
Kim, B. (2013). Chapter 4: Responsive Web Design, Discoverability, and Mobile Challenge. Library Technology Reports, 49(6), 29-39.
Kleinman, Z. (2016). Google search changes will promote mobile-friendly sites - BBC News. BBC News. Retrieved 8 April 2016, from http://www.bbc.com/news/technology-32380223
Krstic, I., & Becic, S. (2011). Implementation of marketing strategy: Factor of competitive advantage. Marketing, 42(2), 118-126. http://dx.doi.org/10.5937/markt1102118k
Lafferty, J. (2015). How Has Google’s ‘Mobilegeddon’ Impacted Mobile Traffic?. Adweek.com. Retrieved 8 April 2016, from http://www.adweek.com/socialtimes/how-has-googles-mobilegeddon-impacted-mobile-traffic/619754
Lee, F., bin Mohd Shukran, M., & Wong, C. (2014). Responsive Web Design for Mobile Device Screen Optimization. AMM, 548-549, 1460-1464. http://dx.doi.org/10.4028/www.scientific.net/amm.548-549.1460
Llewellyn, G. (2015). 28 Days Later - What was the impact of Google's Mobile-friendly algorithm update? - Smart Insights Digital Marketing Advice. Smart Insights. Retrieved 8 April 2016, from http://www.smartinsights.com/search-engine-optimisation-seo/mobile-seo/google-mobile-update/
Mullin, R. (2006). Creating a marketing strategy [marketing development]. Engineering Management, 16(6), 40-41. http://dx.doi.org/10.1049/em:20060609
Nanda, K. (2013). Responsive Web Design. ADVANTAGE, 1(1). http://dx.doi.org/10.11635/2319-9954/1/1/18
Noshi, A., Saad, A., & Senousy, M. (2015). New Trends and Challenges of Internet Marketing. APJIS, 25(2), 337-355. http://dx.doi.org/10.14329/apjis.2015.25.2.337
Pandey, A. (2012). Optimizing online marketing resources: SEO strategy. International Journal Of Technology Marketing, 7(3), 267. http://dx.doi.org/10.1504/ijtmkt.2012.048126
Pitta, D. (2010). Trends in online advertising. Journal Of Consumer Marketing, 27(5). http://dx.doi.org/10.1108/jcm.2010.07727eab.002
Sneider, J., & Hall, G. (2014). Box Office Mojo Redirecting to IMDb.com (Update). TheWrap. Retrieved 8 April 2016, from http://www.thewrap.com/box-office-mojo-absorbed-into-imdb-com/
Srivastava, R. (2012). The shift of Marketing Mix to E-Marketing Mix: The Birth to New Era. SSRN Electronic Journal. http://dx.doi.org/10.2139/ssrn.1992936
Sunghoon, K., Yoon, & Kyung, Y. (2014). A study on Minimalism in Design for Effectiveness of Responsive Web Publishing. Journal Of Korea Design Knowledge, null(30), 211-220. http://dx.doi.org/10.17246/jkdk.2014..30.020
Web.facebook.com., (2016). Box Office Mojo. Web.facebook.com. Retrieved 8 April 2016, from https://web.facebook.com/BoxOfficeMojo/?_rdr
Yalçın, N., & Köse, U. (2010). What is search engine optimization: SEO?. Procedia - Social And Behavioral Sciences, 9, 487-493. http://dx.doi.org/10.1016/j.sbspro.2010.12.185
Yelkur, R. (2000). Customer Satisfaction and the Services Marketing Mix. Journal Of Professional Services Marketing, 21(1), 105-115. http://dx.doi.org/10.1300/j090v21n01_07
Zilincan, J. (2015). SEARCH ENGINE OPTIMIZATION. CBU International Conference Proceedings, 3, 502. http://dx.doi.org/10.12955/cbup.v3.645