You probably already know the importance of mobile in marketing and digital media. You may have already moved your site to a responsive design or considered what tactics to use to reach users on their phones. But for many, mobile is still an afterthought and something that’s “nice to have” but not necessary. Well, as 2016 research indicates, it’s time to start giving mobile the attention it deserves.
At the end of 2016, mobile and tablet traffic surpassed desktop. And according to eMarketer, nearly 12% of individuals in the US in 2016 only use a mobile device to access the internet, bypassing desktop usage completely. As this number continues to grow in 2017, this doesn’t just mean that your customers are now more likely to be searching on their mobile phones, but that they are more likely to make purchases or complete other actions using their phone.
Google has already made mobile a priority, announcing a “mobile-first” culture and launching the Accelerated Mobile Pages feature earlier this year. Now more than ever businesses need to put in place a mobile strategy in order to be competitive, and it’s not surprising that mobile is going to be one of the top marketing trends of 2017. Here we’ve outlined a few areas where you can jump start your mobile strategy and ensure its success:
Mobile User Experience
Make sure your mobile or responsive site is mobile-first! Even if your website is currently responsive, go a step further to make sure that the usability is there.
Look at your forms to ensure that they are better adapted to a mobile user: are they short enough?Is the text easy to read? Use Google’s Site Speed tool to see what optimizations you can make to ensure a faster site (and move towards the Accelerated Mobile Page status).
Advertising for Mobile
Once your site is optimized for the mobile user, tailor your advertising strategy to mobile as well. Think about what a mobile user might be looking for? Is your phone number easily accessible, and is your location easy to see? Capitalize on the “near me” searches. And make sure your ad formats are responsive or create mobile-specific ads.
Track, Test, and Optimize
Finally, as with any strategy, it’s important to measure and optimize. Make sure you have proper tracking set up for your mobile site and marketing campaigns, and ensure you keep as much information as possible as users move from device to device along their path to interaction. This will allow you to see the sets in the conversion path, learn where users drop off, and better optimize and your marketing campaigns for all visitors.
Marian Visonà is a Marketing Analytics Strategist who loves data and likes to keep up to date with the latest digital trends. When she’s not preparing reports and spreadsheets, she’s out analyzing the KPIs of various Providence eateries. In food and performance optimization, testing is key!