Why does your business need a Mobile-First Strategy?

Search engines are rewarding mobile responsive and mobile-friendly websites with higher rankings.

Mobile-1stOn April 21, 2015, Google will implement a monumental update to its web search algorithms. This update will promote a new focus on mobile-friendly web traffic, with uncompliant developers prospectively seeing a negative hit to their search rankings – particularly through mobile search. You may have already noticed this change, as search results now display a small “Mobile-Friendly” label next to them in Google’s search rankings.

If you’re not sure whether you’re prepared for the transition, check out the following links. They’ll help you evaluate the mobile-readiness of your website so you can make needed updates quickly, prior to negatively impacting your results as the settings become more concrete.

Google Developers Mobile-Friendly Test: https://www.google.com/webmasters/tools/mobile-friendly/

Google Developers Mobile Guide: https://developers.google.com/webmasters/mobile-sites/

 

Mobile Web traffic isn’t the only reason you should be tuning in to the shift toward mobile favor. Check out the statistics below and evaluate how they may relate to the various communication and marketing programs you may have come to rely upon as staples in your business. These go-to methods of communicating may be taking on a new look in the coming months.

 

SOCIAL MEDIA

Top Mobile Phone Apps:

Facebook

YouTube

Google Search

Instagram

Twitter

Each of these app has a social element, and illustrates our natural need to share our experiences with others. It’s extremely important that you target your social media communications to this growing mobile audience while they are active and ready to engage your brand in fun and creative ways that can be shared.

 

EMAIL

66 percent of emails were opened on either a smartphone (47.2 percent) or tablet (18.5 percent)

 

This highlights the fact that a growing percentage of the population is accessing their e-mails through mobile devices first (often only through mobile). It’s important that messages be concise and structured to gain attention quickly in the mobile setting. Subject lines and descriptions should be shorter for viewing on mobile screens, while images and body templates should be tested for proper viewing on mobile devices.

 

SMS MARKETING (TEXT MARKETING)

90% of text messages are read within 3 minutes!

98% of text messages are read within 5 minutes!

 

This is incredible compared to other methods of mass communication, providing extreme reliability for getting important messages and promotions out quickly with the expectation of being read. More and more, businesses are relying upon text messages to communicate with consumers who are already far more comfortable communicating in this manner, and tend to prefer in impersonal interactions such as those involving businesses.

 

MOBILE SHOPPING

Mobile devices account for approximately 40% of all online sales

Mobile devices used to access the internet has increased by 67%

Mobile phone used in 3 out of 5 searches for any product or service online

 

As technology has improved, we’ve seen a dramatic improvement in the mobile shopping experience. Consumers can now comparison shop prices and styles while in-store. Retailers are required to keep this in mind when structuring promotions and targeting their mobile audience. The improvement in security of mobile payments has fostered an increase in these transaction types also, which suggests consumer adoption over time. In addition to improving the in-store experience, many individuals are finding comfort in transitioning their entire shopping experience to their mobile device. Personalization of search results and advertisements has helped this comfort level, as individuals can find more comprehensive and personally targeted results from wherever they are when the need or desire strikes them.

 

MOBILE ADS

Paid search revenue grew by 120% on mobile phones

Mobile devices are now responsible for nearly half of paid search clicks

 

If you’re paying for click ads and haven’t focused on mobile traffic, you’re missing a huge opportunity and a growing portion of the online population. As smartphones become ubiquitous, more and more individuals are encountering advertising in the mobile environment. The increase in mobile surfing throughout the in-store shopping experience, as well as the prevalence of mobile shopping apps and services directly in consumers’ hands and pockets, is providing unparalleled access to mobile targeted advertising and greater conversions for retailers.

 

In conclusion, these shared statistics are just a few of many that heavily illustrate the growing need to develop a Mobile-First Marketing and Communication strategy for your business. Mobile devices are no longer taking a back seat to desktop computers in the competition for internet access. As technology has continued its rapid improvement, we’ve seen an incredible increase in the capabilities of our mobiles devices. We can only expect these capabilities to continue to grow, which provides a very optimistic look toward the future of mobile and what that will mean for business to consumer communication. If you’re not ready to accept the shift, prepare to fall behind as mobile-first focus continues to impact our web-based world in ever-increasing ways.