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The “mobile revolution” began with the introduction of the iPhone five years ago. Over the past three years, the use of mobile devices has become ubiquitous because smart phones and iPads have become cheaper and even easier to use. These days, the use of the web is pervasive. It is accessed-at home, at the office, on a train, or in a shopping mall-with just about every gadget. People are always connected, and they are searching the web using everything from their desktops to their iPads to their Androids and iPhones. Transcending the specific devices, they are using multi-screens to fulfill their goals. Small screens no longer compete with desktops; rather, they are complementary. Thus, a mobile strategy is an important and integral part of a successful multi-screen web presence.

Too Late to Start?

Proof to the contrary. According to a January 2012 study, Google estimated that only “21% of its largest advertisers have mobile-friendly sites.” That means 79% of websites are serving up inferior experiences to their mobile customers. There’s plenty of room for you to develop a quality mobile site and it’s high time for you to get in on this, regardless of what you perceive as your target audience. Enormous opportunities will open up when your campaign and website accommodates additional and lucrative mobile traffic.

So How Do I Do This?

Answer: Understand what device(s) your viewers are using to search for you. In short, folks use their desktop computers the same way a tourist does to find and explore interesting sites in a city. For example, let’s say our fictional character here, Jane, will be viewing your website using multiple types of devices. When viewing it with a desktop or an iPad, which allow for the display of more data due to their larger screen size, she is inclined to explore your various blogs and links like a tourist explores websites to find interesting places to visit in, say, Athens. As long as she finds the content riveting, she will continue exploring your site. On the other hand, when using her mobile device-say, her iPad mini or smart phone- on the street, she means business. She wants to know where you are and what your phone number is … right now. Another survey found that if people like Jane don’t find what they want easily with their mobile device, 61% of them quickly move on.

Once you grasp those two aspects of web browsing, the best approach for getting your mobile strategy ready for multi-screen web is to have a dedicated mobile website (with big text and a clean, simple layout) as well as an attractive, complementary regular responsive web designed site that has multiple, easy-to-navigate features.

Tapping into social media for marketing your websites is a popular methodology these days. Whether you use Facebook, Google+, Twitter, or QR codes, your success depends on how well you know yourself and your business. As inscribed in the forecourt of the Temple of Apollo: Know Thyself.

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