The relationship with our mobile phones has changed beyond recognition, with 80% of users using their mobile to browse the internet. A smartphone has become such a useful and integral part of our lives that nearly two-thirds of the population suffer from nomophobia — the fear of being without your phone. That’s why mobile-first marketing is key to your digital success.
Today, mobile is the main platform for online activities for users. And when you realise that we are spending over 3 hours on average per day on mobile devices that means that businesses need to make the mindset shift to mobile-first marketing. Reaching your audiences, whatever industry sector, your buyers are mobile phone or smartphone users.
Marketing strategy and marketing activities should be designed for the vast numbers of mobile users. No longer is it an option… it’s a requirement.
What is mobile-first marketing?
Mobile-first marketing is a way of thinking about the methods and channels you use to reach your target audiences. With the amazing increase in functionality of a smartphone, they have become even more integrated into our everyday lives. From browsing to paying, email to photography, we’re more attached to mobile devices than ever before.
With this in mind you need to think about web design and mobile website user experience. That means the mobile phone user experience: easy viewing and scrolling. Clickable phone numbers that go straight to dialing your number, scanning, paying and emails.
A mobile-first approach means designing whatever you’re doing to be a positive experience when viewed using a mobile device. This will also mean thinking about portrait views rather than landscape view, as most users view mobile phone content in portrait.
If you deliver a responsive design that’s smartphone friendly, you’ll increase the average time spent on your website and reduce your bounce rates. And that’s your goal.
The compelling stats of the smartphone revolution
The smartphone has completely revolutionized the way we communicate, shop, bank, navigate, search and take photos. The plethora of apps available is endless. If you’ve ever questioned the impact the smartphone has made on our lives, and thus why you marketing activities need to be mobile-first, read on.
- 5 billion smartphone owners worldwide according to Statista. Our love with smartphones, gives us access to so many other tools from a single device. They are increasing every day.
- 60% of people in the UK are searching the internet using mobile devices (source: Statista)
- 50% of emails are opened on a mobile (source: campaignmonitor). As we are more attached than ever to our mobile phones, there is an increasing propensity to look at emails more frequently
- 57% of LinkedIn traffic is via mobile (source: hootsuite)
- 27% of the global online population is using voice search via their mobiles (source: Google)
The power of the digital market place
Whether we like it or not we operate in a digital world. Whatever type of business you are, you need a digital presence. If you sell on line through marketplaces like Amazon, eBay, Etsy or through your own website. Or your selling services, solutions or software, you need to be accessible via mobile.
Mobile-first seems incredibly obvious, but its easy to make assumptions that website pages, website forms and social media are easily read on any mobile device. Even the simple act of making your phone number ‘click to call’ on your website so a visitor can call you directly from your website when viewed on a mobile.
Our attention spans are short. Users want immediacy. If the user experience is poor via a mobile, visitors will go somewhere else, and the opportunity is lost.
The cost of acquiring customers can be high, so you don’t want to loose them at the first hurdle, but having a poor digital experience.
Mobile-first email marketing
This is a big topic on its own, but in the context of mobile-first, it the ability to access email on the move. No longer are we looking at emails on desktops or work environment, we’re accessing them at all times of the day, on the move 24/7/365.
So, if you’re using email marketing, think about the right messaging and subject line. Think about how its read on a mobile and through the various email apps: what’s visible in the summary on screen.
Email formats can distort, therefore its essential that you take the time test them first. If you’re using image, landing pages downloads and forms, make sure you send them to yourself.
Mobile-first social media
Mobiles are perfect for social media. They’re user-friendly. Social media was made for mobile. Although posting and sharing can be easy, its worth stepping back and planning.
Each social media platform has different preferences in terms of image and video sizes. Images and video’s are great, but think about your messaging, how you want to engage with your audience, any call to actions you want.
Use a responsive web-design
Your website plays a significant part of your digital presence, you need to make sure that the mobile experience is excellent. Website search results can be directly impacted by how well your website performs for mobile users.
Search engines prefer websites that are easier to view on a mobile and that load quickly. Make sure you review your website on a mobile phone to ensure readability and layout absolutely work for your visitors. If its not a great experience they will go somewhere else.
Because mobile phones are such an integral part of our every day lives, its easy to assume that all your digital activity will work on a mobile. Its not always the case, you need to give it priority. As the numbers show, the percentage of people in the UK searching on mobiles is increasing.
Mobile performance is a contributing factor in search results and SEO performance. Voice search tools such as siri and google, are being used more and more. This means mobile-first is more important than ever.
Make sure your business is mobile-first.