It’s been quite some time since “Mobilegeddon,” when Google and other search engines forced businesses to take mobile users into account in a meaningful way. Given the very real consequences to your business, you’re undoubtedly already mobile-friendly as a result.
It may surprise you to discover that mobile-friendly marketing is no longer enough. Now your business needs to be mobile-centric.
The terms may not seem all that different at first glance, but that’s where the similarities end. In today’s post, we’ll take a look at why an approach that’s mobile-centric is vital to effective business marketing and how you can begin to position your business with mobile consumers in mind.
Friendly Versus CentricWhen it comes down to it, the difference between being mobile-friendly and being mobile-centric is that one is an SEO tactic and the other is a fundamental approach to operating online and strategizing digital marketing.
Your business website needs to be mobile-friendly. Google has defined certain criteria that must be met in order to maintain satisfactory rankings in mobile searches, and it’s something that can easily be tested on a page by page basis.
On the other hand, a mobile-centric approach to marketing will encompass much more than whether or not you have a responsive layout and thumb-friendly design; it extends to how you handle customers that have a mobile-heavy path to purchase or even a mobile-only sales cycle.
Why Mobile-Centric Is Front and CenterIn the modern market, you need to fight for customer attention across various touchpoints in a fragmented path to purchase. Google calls these “micro-moments,” and it all stems from how multiple devices in general and mobile devices, in particular, have caused consumer behavior to evolve.
You see, mobile phone consumption has increased 90% between 2013 and 2015, and even tablet consumption has grown by 64%. More than that, however, is how smartphone owners are using those devices. Namely, mobile makes up 51% of the time consumers spend with digital media.
Where this can be seen most clearly is search. As of 2015, more searches were happening on mobile devices than on computers, and 40% of people will actually turn only to their smartphone to conduct a search that meets immediate needs on an average day. If you have a brick-and-mortar location, attention to mobile is even more vital because of its power for local search: “near me” Google searches from a mobile device have grown 146% year over year to represent 88% of all searches of this type. In fact, 82% of smartphone users are going to turn to their device to help them make purchase decisions while they’re in store, offering hefty influence in that moment.
Quite simply, consumers have made mobile devices central to how they research, search, and shop. That means your business needs to have a mobile-centric strategy, otherwise, the odds are very high that you won’t be there and your competitors will. (Remember, mobile already represented nearly half of all digital ad spend, and that’s expected to reach more than 70%, or roughly $66 billion, by 2019.)
You need to be mobile across all digital touchpoints within your marketing funnel. For instance, when the customer is at the awareness stage, you need mobile content to position your brand with the answers to their questions. Develop mobile ads and take such options as geofencing into account in order to serve those ads at the right moment.
More than half of branded emails (54%) will be opened on a mobile device, so the email creative should be designed to display correctly on a mobile phone screen. Digital marketing must be developed with a mobile-first mindset.
Tips for Implementation
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