Mobile First, Web Second in Digital Marketing

Mobile First, Web Second in Digital Marketing

It’s a mobile world. You can’t go anywhere without seeing someone (likely multiple some-ones) on their mobile either texting or browsing. The number of connected devices around the world today is astronomical. For this very reason, businesses who want to extend their reach need to adopt a mobile mentality or risk being left in the digital dust.

Cisco estimates the number of connected devices in use will hit 34.8 billion this year; by 2020, that number will top 50 billion. The use of connected devices has changed how people work, search, and engage. It’s this change that should drive your business to adopt a mobile-first mentality to shape the customer experience.

Understand The Customer Experience Has Changed   

There is a certain level of expectation people now hold when it comes to their mobile experiences. Mobile has changed the way they interact with the world. From personalization to convenience, the genie is out of the bottle and there’s no putting it back in. People want to find information, shop, and communicate quickly and easily. Waiting is a thing of the past; consumers want what they want, and they want it now.  

Companies who have incorporated this idea have found success. Think Rocket Mortgage; why go to the bank when you can get a new mortgage while sitting on the subway? The brands who realized that there is an entire generation desiring to do business completely online adjusted their strategies to make it so. Mobile users prefer to take business into their own hands without the face-to-face interaction that can bog down the speed of the transaction.

Change Mobile-Friendly To Mobile-First

As more people use their mobile devices to complete practically every task they perform, companies are pressured to design better experiences to meet their needs. When smartphones first became mainstream, it was good enough to offer a mobile version of your main website formatted to the smaller screen. Now, you need a separate design for the mobile. In fact, designing the mobile app before the website might be in your business’ best interest.

Mobile devices today are capable of more now than ever before. Being mobile-friendly is a thing of the past. Keeping with the times means being mobile-first. Even brick and motors can take advantage of mobile applications by making more features available. The most common ways in which shopper’s in-store use their mobiles include:

  • Downloading digital coupons
  • Scanning QR codes
  • Researching items
  • Reading product reviews
  • Price checking

Providing mobile experiences in your store will keep them shopping. After all, not all purchases are made online. Keep up with the rapidly changing trends and you’ll keep them coming through the doors.  

Realize That Smartphone Usage Is A Way Of Life

We live in a world that demands instant-access. Every business who shares this world will need to rise to the level that customers have grown to expect. Smartphone usage has become habitual; many users perform some type of an activity on their phones over 150 times per day. Over half of today’s online searches are conducted on mobile devices. This shows how important it is for mobile to be at the forefront of your marketing strategies.    

After all is said and done, the fact remains that consumer behavior has permanently shifted. Face-to-face interactions are fading, and even desktops are transitioning to mobile. Making the digital shift by creating a stronger mobile presence is imperative to the longevity of your company. Begin by knowing who your customer is and what types of experiences they've become accustomed to. For help with transitions and to create a game plan, contact today.