In early 2014, the landscape in which businesses operate changed forever when internet usage on mobile devices exceeded PC usage. That’s right, when someone visits your website, it is more likely that they are doing it on a smart phone or a tablet than on a PC.
Here are a few statistics that further frame what mobile means for modern marketers.
So what does all this mean for people who are responsible for their organization’s website and digital marketing efforts? It means you need to think about how you can create a great experience for visitors on mobile devices.
Mobile responsiveness is the idea that your content should automatically change format so that it looks great on the visitor’s screen, no matter what size it is. Usually this means rearranging elements so that they fit better. (Vertically, rather than horizontally on a smartphone, for example.) Most modern website content platforms have features that enable responsiveness built in. Responsiveness is no longer a nice-to-have. It’s table stakes in modern marketing. In fact, Google will penalize the search position of non-responsive websites. (They’ve created a handy mobile friendliness tool so that you can determine if your site passes muster.)
Marketers who really want to capture the attention of their visitors take mobile device optimization one step beyond responsiveness. They realize that mobile visitors have different content needs than their deskbound counterparts. Generally, Mobile visitors are looking for fast and easy access to information. Strong headlines, bullet points and pages that are easy to scan help to keep them from becoming distracted. They like simple calls to action and minimalist forms. And like all visitors, they prefer content that is relevant to their industry, role and stage in the buying cycle.
Mobility isn’t a fad. It has moved from novel to normal. Marketers who understand the case for mobile optimization and device aware content will have a significant competitive advantage over those who ignore this profound shift in the way buyers consume information.