Go Mobile for Better Marketing
Having a Web presence has become, even for the most resistant companies, almost a requirement of doing business. The benefits of having a business website and Facebook page are enormous on their own. But in today’s consumer market, it’s not enough.
Your customers aren’t just using their desktop computers to find you and your business. They’re doing it on tablets and smartphones, and in every location imaginable: their living rooms, the evening commute, even from the bathroom. This is a problem for websites that haven’t optimized for mobile consumers, and as mobile usage increases, the costs will only increase.
Mobile optimization is an intimidating phrase, and it isn’t always easy–it’s more expensive the more complex your website is. But without mobile-optimized sites, brands face a very grim future, and that future is coming sooner than you think. Here’s why it’s so important for businesses to account for mobile.
Building for Multiple Devices
Know your audience.
Consumers visiting your website are doing so through all kinds of different devices–and screen sizes. All of these variables make the mobile experience one that’s tough to nail down. What works for an iPhone might not work for a tablet, and what works for a mini-tablet won’t translate well to a desktop.
Early on, the solution for mobile optimization was to build a version of your website for each different type of device. When it was only smartphones that needed consideration, this wasn’t too tough. But now that literally dozens of devices are on the market, dedicated versions just isn’t practical. Instead, businesses have started turning to responsive design as a one-size-fits-all solution.
Responsive design basically allows websites to operate with one single version of the website. That version is then capable of customizing its features to best accommodate whatever device is accessing the site. Smartphone and desktop users can then visit the same version of the website at the same time, but the customizations built into the design will result in each device receiving an optimal experience.
In the long run, this responsive design is cheaper, and it can be more efficient in accounting for all devices–including new ones that haven’t’ been released yet.
Considering the Touchscreen
Perhaps the most significant difference between traditional and mobile functionality is the use of the touchscreen. Mobile-optimized websites don’t have mouses and cursors to consider–instead, it’s the fingerpads of consumers that drive navigation. In order to account for touchscreen functionality, mobile versions of websites need to have larger clickable buttons that users can easily click on with their fingers.
The number of links on any one page has to be minimized to keep the Web page at a reasonable length. All in all, brands are forced to consider their navigation experience through mobile devices, and only the most essential features must be included.
Improving the User Experience Through Location Technology
Location Technology
Mobile devices make it easy to tap into the location services built into the hardware. Any mobile website can use this functionality for a range of purposes. On a mobile website, for example, consumers can be given the contact information and driving directions for a nearby store location. They could be shown unique, location-specific ads for a brand. And brands can use the data from GPS-enabled mobile devices to see where their customers are when they access the Web page–information that can help deliver more relevant content and better services.
Mobile users are particularly interested in a great user experience, and leveraging existing mobile technology is an easy way to make that happen.
Don’t continue to lose customers because your mobile website isn’t fully developed. Contact DBC Digital and start accounting for mobile today.
Greg Sherwood is CEO of DBC Digital, a marketing agency based in Denver, Colorado. With over 30 years of marketing experience with traditional and inbound (internet) marketing, Greg helps mid-sized businesses get a better return on their marketing dollars.
You can reach Greg at (303) 357-5757 or at dbc@dbcdigital.com
