Marketing for mobile: Get your head out of the sand

November 30, 2015Uncategorized

Louisa McSpedden, Strategic Content Planner

For the past 20 years, analyst Mary Meeker has released her annual Internet Trends report.

In 2008, she made the bold claim that by 2014 mobile use would overtake fixed internet access. Meeker’s prediction was correct: mobile devices now make up 60 per cent of internet traffic. Goodbye, desktop. Hello, mobile!

Mobile madness

According to research conducted by the IAB and Nielsen, 12.5 million adult Australians accessed the internet on their mobile and 7.4 million on their tablet in July this year. Aussies spend an average of 29 hours accessing apps on their mobiles and just over four hours browsing the internet per month. In April, Google announced it would prioritise websites that are mobile optimised, adding “mobile-friendliness” as a ranking factor.

With mobile now the go-to device for internet access, you’d think all brands would boast mobile-friendly websites, right? Wrong.

TechCrunch estimates that 44 per cent of Fortune 500 companies do not have a mobile-optimised site, and a recent Sensis report found that only 35 per cent of Australian SMEs have a mobile site.

Australians are using mobile more and more to access information, connect on social media, do research and make purchases. If your site isn’t optimised to create a seamless and enjoyable mobile experience for your customers, it’s likely they are bouncing straight off your page – or heading to a competitor’s mobile-friendly site instead.

Mobile-friendliness 101

Here are some best-practice tips for a mobile site that will capture the attention of your readers and help your brand tap into the mobile audience wherever they are accessing your content:

– Be responsive: Responsive design is the key factor for a mobile-friendly site. Users won’t have to zoom and scroll endlessly – the content will be clear from the get-go.

– Keep it simple: The best mobile sites are the ones that are easy to use. Complex UX just doesn’t work on mobile. A simple menu structure and clear pathways through the site will help your users navigate around.

– Avoid pop-ups: Pop-ups and mobile do not mix well. Try to avoid including pop-ups on your mobile site and instead give the user options on the same browser page.

– Include a search bar: A mobile site is only as good as its navigation. Don’t leave your users lost on the UX. A simple search bar that is easy to locate will help your audience find what they’re looking for efficiently.

– Create mobile-first content: Short, snackable content works best on mobile. As part of your content marketing strategy, it’s important to consider mobile use and create mobile-first content for this audience. Break up text with sub-headings, keep the word count down and create listicle-style articles for this device.

– Consider video: Video is an engaging type of content for mobile, so consider adding it to your content marketing mix.

– Test your site: Google has a handy mobile-friendly test tool. Give it a go to see how your site stacks up.

Don’t let your company be another bad example of desktop-centric web design. Lead the charge with a mobile-friendly site and keep your readers happy.