How to create a mobile web marketing strategy that works
Restored from the Empower Network archive (2011–2017), lightly edited to meet our current advertising standards. Views are the original author’s.
Out of the world population of around 6.9 billion, more than 2.4 billion people use the internet. The number of internet users is increasing every year. Experts predict that the trend will continue.
Mobile devices like smartphone have gained immensely in popularity in the recent past. More and more people are using mobile devices to access the internet. Reputed brands like Apple and Samsung are investing heavily on the technology.
According to StatCounter Global Stats, mobile internet usage is doubling year on year. Around three-quarters of smartphone users access emails and click through the links in the email to access more information. More and more people are using their smartphones to shop. Many smartphone users use their device to read the news.
If your business does not have a mobile site that is designed keeping people who use mobile devices in mind, you are not only losing a huge opportunity but also are at the risk of losing your reputation.
Because according to Google, bounce rates of sites that are not optimized for mobile consumption is usually over 80 percent. This will have a huge negative impact on your business. If your site is not mobile friendly, the time to work on it is now. It should be your top priority.
Now the question is “How to do it?” Here are some tips.
It is advisable to begin by understanding your mobile customer. You may consider spending time on market research on mobile consumers. You need to know what information they are seeking, their hobbies, interests, etc.
Mobile device is more personal than PC. People always have it with them. This is what makes mobile web very powerful. As soon as they look at your advertisements on TV or on a hoarding, they will pick up their mobile device and try to access your site. In today’s information age, people want everything now.
Once you have the data about your mobile consumer, work on analyzing your website traffic that would have come from mobile. Find out what questions they have asked. See what content they tried to access.
These insights help you to understand the behavior of your mobile customer and act as a foundation to your mobile web strategy. Work on the findings of your analysis systematically.
It is very important to identify a robust mobile web technology platform provider. The platform should be capable of handling rich media; capable of creating interactive mobile experiences; capable of collecting user data; and capable of delivering HTML5.
Do not use simple site builders like screen scrapping. The result will not be of high quality. It is not a good idea to compromise here. The reputation of your brand is at stake.
Many well-known brands like eBay, McDonald’s, Amazon and Domino’s Pizza have optimized their website for mobile. A mobile website is necessary in the current business scenario. It you do not have one; this is the right time to start working on it.
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