A while back, I reached out to a trusted industry colleague to get his thoughts on the mobile search landscape. He, in turn, referred to me to the one person he trusts for mobile thought leadership, and I decided to pick her brain for a while. After engaging in a six-week consultation, I’ve come away even more convinced that what we currently consider to be “mobile marketing” will soon become just plain marketing.
Let me explain.
If you work for an enterprise brand of any sort, you’re likely very aware of the fact that:
a) a significant portion of your traffic and conversion originate from either a smart phone or a tablet, and that this portion is growing larger and larger with every passing day
b) many of these consumers are actually consuming your content and engaging with your brand via multiple mobile screens (e.g. both via tablets and via smart phones)
And if you keep up with current industry trends, you also know that nearly 1 out of every 5 people in the US do virtually all of their web browsing via mobile devices. Imagine what that number will be in 2013? 2015? 2020?
And yet amazingly, in talking with folks that manage businesses large and small, it’s quite apparent that many companies either put their mobile strategy on the back burner or ignore it all together. This is a major mistake in my opinion, because the repercussions of a poor or non-existent mobile presence extend to a variety of key marketing channels like search, social, and email as well as adversely impacting arguably the most important of all marketing facets; conversion optimization.
If you’re a marketer that’s guilty of putting mobile on the back burner, here are a few basic steps that you can take to correct your course:
1) Validate your site for mobile browsers
2) Learn about what Google has to say regarding responsive web design and other solutions for making your site mobile friendly
3) Focus on improving page-load speeds
No seriously, if you don’t do anything else, make a concerted effort to improve page-load speed for your website. The empirical evidence suggests that page-load speed is by far the number one factor determining how users perceive your site when viewing via a mobile browser. Moreover, improving page-load speed can also have a major impact on visitors that are using traditional desktop and laptop browsers.
Because guess what; all of your design, marketing, and advertising efforts – mobile or otherwise – won’t do a bit of good if your site takes forever to load.