The Time for Mobile is Now

In 2015, for the first time ever, mobile device usage surpassed desktop, with 51% of the total time spent on the internet occurring via a smartphone or tablet and only 42% via desktop or laptop.

KPCB US and global internet trends 2015 report

This is not surprising given mobile usage has been on the incline for several years and this trend is certainly expected to continue into 2016.

If you’ve fallen behind the mobile eight ball, maybe 2016 is the year to get back in the game by creating a mobile marketing strategy and ensuring your website is not only compatible with mobile but also optimised for mobile.

Here are a three key things to consider:

#1 Optimise content for mobile

It has been a year since Google announced that sites that are not mobile friendly will drop in their search ranking. Still today approximately one in four websites have not been designed with mobile users in mind.

Given the influx of mobile users on the web, a website with poor design that does not quickly and easily display critical information will loose traffic.

To retain your mobile traffic try to ensure the following:

  1. A responsive web design that re-adjusts to a mobile screen
  2. Clear calls to action
  3. Online forms that work on mobile and have mobile-friendly fields like single-select radio buttons or responsive dropdown lists
  4. Buttons on the site that are spaced out for mobile users
  5. Minimal graphics and unnecessary scripts that increase load time

It’s important to understanding user behavior, so collect data from your users mobile devices and use this information when optimising your site.

For companies looking to optimise for mobile, a good place to start is the Google guidebook for brands.

#2 Email marketing for mobile

67% of emails are first opened on a mobile device so it’s important your message has been tailored for mobile viewing if you want it to stay out of the trash!

Some tips to remember to create an effective mobile email marketing strategy:

Subject Line: Keep it short and use a few compelling words

Email Body: Clean and simple is key. Don’t over do it with huge amounts of text that requires the user to scroll on forever. Remember to break up text with defined headings and bullets and try not to use too many images as this will only slow down load time. Finally, make your calls to action prominent.

#3 Create or re-invigorate your social media presence

Consumers consistently access social media outlets via their phone. We live in the age of hyperconnectivity with many of us jumping on Instagram, Facebook or Twitter just to fill up some idle time.

If managing and maintaining all social media platforms for your business seems daunting, start with Facebook as it’s the top global mobile app by usage, and almost half of its users access it exclusively via a mobile device.

Regardless of whether you’re on one site or more, stay active, share relevant and engaging content and interact with others by commenting on relevant articles.

Users on mobile are as much as two times more likely to share content than those on desktop so ensure that the content produced for your mobile site is ready to be shared across the social platforms.

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