Sprint saw a 28 percent year-over-year increase in its online device sales when the company revamped its Web and mobile sites to strengthen consumer relationships.

Sprint used the Adobe Online Marketing Suite to deliver online and mobile experiences to consumers. In addition to its year-over-year increase, the company also boosted online store and mobile self-service conversion.

Sprint revamped
Sprint used the suite to revamp its online and mobile offerings.

According to the company, customers saw more familiar navigation, colors and fonts that helped to reinforce Sprint?s branding and also improved affinity for completing surveys.

In an initiative to engage a budding population of tablet computer and mobile Internet users, Sprint leveraged the Adobe Online Marketing Suite to glean insights into what is most important to its customers.

The company looked at what devices consumers used, as well as the navigation and user interface.

According to Sprint, this also helped define the company?s future Web site and mobile development strategies.

Additionally, the company saw that specific code built into Sprint apps helped enable marketers to identify traffic coming from the app to the mobile Web site.

Leveraging mobile app alerts and various messaging strategies, marketers can drive additional traffic from the app to the mobile site and generate anywhere from two to three times the day-over-day traffic, per Sprint.

Mobile reach
Sprint has been doing a lot in the mobile space recently.

The company has rolled out two marketing initiatives focused on showcasing the Sprint Now Network and the power of real-time mobility.

In both campaigns, Sprint asks mobile users timely questions and provides the answers (see story).

Additionally, the company teamed up with Rolling Stone to highlight street musicians via a campaign that profiles their talent on a mobile-optimized site and lets users vote for their favorite artist.

The musician who gets the most votes wins a performance at the Rolling Stone Rock Room during SXSW in 2012. Sprint and Rolling Stone are driving traffic to the mobile site by placing banner ads and visitors are able to place votes via SMS (see story).

Final Take
Rimma Kats is staff reporter on Mobile Marketer, New York