Welcome to Mobilegeddon, the age of mobile marketing. We have entered the era where consumers are seamlessly navigating through an open mobile web, all while their TV is playing and a tablet is open nearby. In my opinion, our collective addictions to our mobile devices are the reason how we have now moved in a Mobile marketing time. Thus, this makes it important that marketer’s start building strategies around this behavior of the consumers.
“It’s a no-brainer, your site has to work on mobile devices or your business will suffer.”
This was what Simon Andrews said in 2012, a period of time when 80% of brands didn’t have a mobile-optimized site.
What once stood as an addition feature to have for our websites has now become a necessity. According to Statista, mobile phone internet user infiltration worldwide will be 56.1% in 2016 and will keep increasing to 58.9% in 2017 and 61.2% in 2018. Thus, making it a key trend in digital media that could have an impact on an organisation’s digital strategy within the next 3 years.
All of these are directed to appealing the millennial generation. Being a part of the millennial generation myself, I can agree when the 87% of the digital generation admits to never being without their phone. I personally expect more from brands, and in my opinion there still a lot of websites with no proper mobile functionality. I generally would not do business with a company who does not have a mobile friendly site or app.
As of April 2015, Google has altered their algorithm and it will now be ranking mobile optimised websites higher than a non-mobile optimised websites. Therefore, as a digital marketer, I would implement a mobile friendly website with uttermost urgency.
It is not a big deal to make your websites mobile friendly. All you have to do is install a mobile friendly plugin, for example, WP Plugins, etc. Another quickest way to make your website mobile friendly is by making a mobile version of your desktop site using a conversion platform like bMobilized or Duda Mobile. You can also use a mobile responsive design.
In my opinion, to stay relevant in this fast changing market it is not enough to just have a mobile friendly site anymore. Along with having a mobile-optimized site, I would also develop an app. I would also use on of the core features Google app indexing, as a tool, whereby the installation of the app by the users and also in re-engagement.
This is particularly useful as, google uses the content within your app as a signal of ranking, along with your web content.
Easy way I would make a mobile App
Now, how would I make an app, without knowing web programming? That’s simple, I would use this really cool web based app called Conduit Mobile. This web-based app successfully tugs out the content from your website and turns it into an app. The Best part about the app is that the app can be operated not just in IPhone but also Android and Windows Mobile phones. This wizard app also provides you with a customization option where in you can add YouTube videos or images or twitter Feeds.
In my opinion, there are three actions that need to be taken care here.
- Identify and Improve your Mobile web Optimization Status:
It is essential that you perform a mobile SEO audit so that Google can correctly identify and
serve your mobile content. It’s Imperative to use the Google’s mobile-friendly test tool, making
sure that the data and images are crawlable.
- Access your Mobile Web Search Visibility and Traffic Behavior:
You can use the Google Webmaster Tools and identify the top queries and top pages in mobile search. Using Google Analytics you can search the visibility and understand the behavior by assessing and analyzing your website Traffic.
- Establish your Mobile Performance and establish your Competitiveness:
This can be performed using Google Keyword Planner, you can search relevant keywords and segment them into different Categories. Once you know which keyword to track then you can keep a track of where your competitors stand.
For Mobile Apps:
- Implement Smart App Banner.
- Enable a landing page for your App.
- Index your Mobile App Content.