Did you know: Around a quarter of people in the UK already own a tablet, and this time next year more than half the population will have an internet-ready smart phone?
For brands whose online strategy was built on the premise of websites being viewed on large static screens, the idea of a mobile web can be baffling. At the Digital Cream conference in London recently, it was revealed that the majority of companies rate their understanding of the mobile web experience as no better than ‘Okay’. Half admitted their grasp of the mobile web was either bad or very bad.
Glaring oversights
If this sounds familiar, don’t fret. You’re not the only one lagging behind with mobile web. For example, 43% of the top 100 online brands don’t even have a website that’s optimised for mobile. These are the very top online brands – not having a mobile site is a pretty glaring oversight, like blocking up half the entrances to their shop.
It just goes to show that you don’t need to be a wizard to get ahead, and making small concessions for the mobile web could help you leap frog some of your bigger competitors who are still dragging their heels.
Optimise me, baby
Getting a mobile version of your site is obviously the first thing to do if you want to interact well with mobile users. One of any smart phone user’s pet hates is logging onto a site and finding they have to constantly keep scrolling left and right to read text because the site was designed to be viewed on a laptop or PC screen.
If you’ve already got a mobile site then great, read on. If not, we can help you.
Once you’re optimised for mobile, it’s crucial to know how your target demographic uses the web when they’re not at their computer. Certain devices are more popular with different demographics, and at different times of the day. So affluent males are more likely to own an iPad, and the busiest time for smart phone use is on the commute to and from work. This should make a difference to how you design your mobile marketing strategy.
How far will users go on a mobile?
With so many different business models and niche markets online, it’s also important to know exactly how far your users are prepared to go with your brand. Are they the kind of people who don’t mind paying for your services and making bookings online (with one of the increasingly popular mobile ‘wallets’, for instance)? Or do they mainly use their mobile device to browse before returning home to make the purchase?
It’s a complex world out there, and getting to grips with these details could be what sets you apart from your competitors. For more help on optimising your site for mobile, we have specialist web developers who have already made the switch.
via:http://social-media.co.uk/mobile-marketing-category/why-mobile-web-shouldnt-be-mission-impossible-3007/?utm_source=rss&utm_medium=rss&utm_campaign=why-mobile-web-shouldnt-be-mission-impossible
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