For the firth year in a row mobile dominated desktop as the most popular form of digital media access. Today accessing digital media through mobile devices accounts for 65% of all users. Desktop access of digital media has steadily decreased since 2013, according to a report released by comScore. With what appears to be a long-lasting trend towards mobile, companies will be forced towards digital marketing for mobile.
As the data proves, it is essential for mobile to be the cornerstone for businesses’ digital marketing campaigns. Avoiding mobile means ignoring the majority of the digital population, both now and for the future. If it’s not already clear by the data, look up from your screen and count the number of people on their phones around you (add one if you are reading it on your phone as well). Also consider these statistics:
Today a mobile marketing campaign is imperative for businesses to effectively interact with their target market. This will become even more important in the future. Companies with a forward-thinking mobile marketing strategy can gain an edge over their competition.
In 2015, a Smartinsight study reported that 50% of companies declared having no defined digital strategy. As companies struggle to adapt their digital marketing strategies to align with consumer behavior, companies that implement best practices for mobile will outperform their slower-acting counterparts.
Once you make the move towards a mobile marketing campaign there are a few best marketing practices to follow. Mobile users can be impatient so it is important to have a website or application that is intuitive and fast-loading. If users are frustrated they will simply move on. Start by understanding which functions are essential to mobile users. If you are unsure of where to start, Cibirix specializes in finding user’s essential functions and implementing the following best practices for digital marketing for mobile:
A website looks very different on a desktop compared to a smartphone. The smaller screen size means only a portion of the website will be visible if mobile design isn’t considered. In addition, mobile users are not using a mouse, so buttons need to be bigger, making it easier to select things with their fingers. If users have to try too hard to use your site, they simply won’t use it
Part of the convenience of accessing a site through a mobile device is being able to easily call or find their location on a map. When consumers can click on the a phone number and immediately call that number, they are happy. If they have to try to remember the number or copy and paste, they are likely to lose patience.
Every second counts when it comes to the speed of loading a webpage. A study by Kissmetrics revealed that users will abandon a webpage that does not load within 6 to 10 seconds. Test your webpage’s load speed to make sure users will have the fastest experience.
Mobile Ads can be your best friend or your worst enemy. Imagine them as your best friend and take a good look at them. Are you utilizing them in the most effective way possible? Are they responsive? Are the URL path customized? Make sure they are helping rather than hurting your business.
Companies can, at times, confuse a mobile-first approach with responsive design development. Common questions include “Should the mobile app be responsive?” or “What is the difference between mobile-first and responsive?” All of these are great questions to consider when developing a mobile marketing strategy.
Luckily, responsive and mobile-first are similar, not exactly the same, but similar. Responsive design calls for adapting a webpage to whichever technology the page is accessed through: phone, tablet or desktop. When viewed on a tiny screen the page shouldn’t be cut-off. This is responsive web design.
Mobile-first is less of a technical specification and more of a design concept. Web pages are not simply resized to fit the user’s screen they are optimized for key functionalities for mobile users. For example, instead of resizing a block of text instead the text might be reformatted into a button linking to a condensed version of the information. Whether integrating location services or contact buttons, mobile-first still keeps responsive tech as a key part of the design process but it optimizes functionality for mobile users.
It’s important for companies not to get too carried away with mobile-first design. There is still a portion of the population that will access information through desktop. As James Archer pointed out in his article titled “Mobile First: Why Are We Getting It Wrong?”, after the swing towards designing for mobile users, “as an industry we responded by designing primarily for mobile and treating the desktop as an afterthought. We didn’t solve the problem. We just flipped it around.” In other words, mobile-first but don’t forget to follow up with desktop-second.
Cibirix prides itself at being at the forefront of technology and offers smart solutions to deliver results. Whether it is about your mobile strategy or for delivering a consistent branding experience across devices and platforms, we can help you with getting the stage set and the tools selected. Contact us today to see how we use our blend of strategic planning, design, and technology to drive sales, increase customer satisfaction, and get above the fray.
Lauren Tate is a Content Specialist for Cibirix, contributing a significant amount of content creation for our marketing clients. Lauren enjoys writing about lead generation strategies, successful content marketing strategies, how to increase mobile conversion rates, and tips for boosting SEO, among other topics. Her drive for success, coupled with her dedication to help organizations improve and grow their business, has helped to fuel her continued growth with Cibirix. In her spare time, she’s currently working on earning a Bachelor’s degree in early childhood education.