Just when you thought you had an effective online engagement strategy in place, a new trend comes along, giving you another platform to consider. Right now consumers are surfing the web on the go, so mobile web interaction is front and center. While it may seem like the latest release in an endless series of technology advancements businesses can’t live without, mobile web has advantages that could support businesses for the long haul. The personal nature, buyer-friendly appearance and consistent growth of the mobile web is enough to warrant a significant investment in mobile engagement.
Mobile is Personal
Business marketers have always looked for the most effective ways to get consumer attention, and previous techniques required a certain setting to get their message across, whether it be in front of the TV, passing a billboard or surfing the web. With the development of smartphones, many consumers now carry a worldwide media portal with them at all times, and businesses that react to this new opportunity will not only reach new consumers, but do so through a more trustworthy platform.
Smartphones’ capabilities blend together personal communication with an unlimited world of information. Nowadays, users expect to chat live with corporate representatives and share their experience with their friends. The output of this interaction is on-the-go social media, and businesses that understand social media culture have the best chance of gaining new business. Businesses on Twitter, for example, that opt for traditional marketing techniques with catch phrases and tag lines will have a tough time attracting followers. But businesses that contribute to the conversation of the day, advertising their product only when it’s necessary, gain brand awareness along with the chance to make a sale.
Customers are More Likely to Purchase
Businesses with an attractive, user-friendly website will be eager to take advantage of mobile interaction, but it’s not that simple. Smartphone users value convenience, and their willingness to interact with a mobile site depends on whether or not it is optimized for mobile devices. According to the Google Mobile Ad Blog, 67 percent of smartphones users are more likely to buy from a mobile-optimized site. Comparatively, 61 percent of smartphones users are more likely to leave a non-mobile-friendly site.
With convenience clearly the highest virtue for smartphone users, speed and ease of use become paramount when designing a mobile-friendly page. Smartphones only give users a few inches to navigate, so large buttons entice users to follow the path toward purchasing a product or service. Avoid large files that interfere with site performance. Design is important, but users with a limited data plan will be more likely to interact with a site that requires less data.
It’s More Than a Fad
Technology trends come and go, but it doesn’t appear that the mobile web will go the way of the palm pilot. According to Cnet.com, the worldwide smartphone-user base recently eclipsed one billion, and it’s not expected to slow down any time soon. Experts expect the smartphone-user base to double by 2015, according to the report.
With so many consumers spending their time on mobile devices, investing in mobile-web development is a smart buy.