As the adoption of smartphones grows, consumers are becoming more confident in the technology. It is therefore imperative that marketers adapt. Online marketing must get mobile.
In a survey conducted by PayPal and Ipsos, 46 percent of respondents said that they would make a holiday purchase online using their mobile device.
This trend towards increased smartphone ownership and mobile internet usage has an impact on the direction that online marketers need to take if they want to reach their customers via the internet.
Users must be able to read and access a website on a mobile device without losing vital functionality. The design needs to fit a smaller screen and it must load quickly on a 2G or 3G device. Website designers should consider dropping unnecessary graphics, which may take up valuable space and slow down the loading time.
The key to successful functionality on mobile devices is remembering that users will be pressing the screens with their fingers. If buttons and links are too close together, mobile users may find that they accidentally navigate to the wrong page, leading to frustration and the potential for lost sales.
Google have identified that 1 in 7 searches carried out on its search engine are from a mobile device. To help website owners work out how their website looks to mobile users, Google has developed a new initiative called “How To Go Mo”. By logging on to this user-friendly website, you can view your website as if from a smartphone.
Using the GoMo Meter, you can carry out an analysis of your website and obtain a customized report advising on how to make it more mobile-friendly. With case studies and helpful hints, this Google initiative makes it much easier to adapt your website to the mobile market.
For any retailer without a mobile-friendly website, the message is clear: consider the experience of mobile users or risk losing access to a potentially lucrative segment of consumers.
Over to you…
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