It is now essential your have a mobile strategy for your marketing endeavours. Your customers simply expect it, and organisations that have embraced mobile have deeper engagement with their stakeholders.
Did you know?
- 2 in 3 Australians own a smart phone
- 61% of users will leave your website if it is not mobile-friendly
- 91% of marketers appreciate the importance of a mobile strategy
With 2 in 3 Australians owning a smartphone, it could be said that mobile is debatably the most powerful form of mass media we've ever seen. During 2013, Australian smart phone penetration was sitting roughly around 65%. From ownership rates of 37% in 2011, penetration has soared to the current level of 65%.
The continued rise of mobile
Not only are people already using phones, unbelievably this is still continuing to grow. Globally there are 2+ million mobile devices sold every day. Smart phones in particular have taken just 3 years for mass-market adoption (in other words, 40% of population having the technology). To put that in context, telephones took 40 years, electricity took 15 and computers took 14.
How your business can tackle the mobile phenomena
Marketers and business owners all around the world are now faced with trying to tackle the mobile phenomena, as it is having notable and varied impacts on the way we reach our customers and do business. Customers are more connected, savvy and vocal than ever before. Failure to provide experiences people expect will lead to user disengagement and even brand damage. According to Google’s Think Insights, if a user lands on your mobile website and can’t find what they are looking for or cannot use the site, there’s a 61% chance they will leave immediately and go to another website. This means that by not having a mobile-friendly website, the likelihood of defection may increase.
There is a solution to the mobile device phenomena, and that answer is responsive web design. Responsive web design is a website design that adjusts to fit on desktop, tablet, and smartphone browsers. From a marketing perspective responsive web design will provide every opportunity for conversions based on simply a great user experience.
According to a recent study conducted in January 2014 by WARC, 91% of marketers appreciate the importance of the mobile marketing channel in Asia Pacific and 71% of agencies admit that most clients do not have formal mobile strategies in place.
The changing, multi-screen advertising landscape
Not only are we trying to figure out how to provide great experiences for existing customers, but also new devices and adoption of technologies creates challenges for customer acquisition. In Australia we live in a multi-screen world, the advertising landscape is more proliferated than ever before. The marketing landscape has changed significantly in line with media consumption trends – marketers all around the world are allocating more and more to digital, because that’s where people are spending the most time! It then makes sense to follow the brand experience through to a touch point that performs well on a mobile.
What about the future? How much longevity will my responsive website get? Well, the size of a responsive template is designed based on screen size and not the device. So as new devices are invented, a responsive site will snap-fit to the screen. Statista says that 5 billion people will use mobile devices by 2017. Making your website responsive is a small price to pay for all of this reach.