There are Now More Mobile Devices in the World than People. Are Your Online Marketing Initiatives Focused on Mobile and Multi-platform Audiences?
Ever since the first generation iPhone was released in June 2007, increasingly more sophisticated smartphones, mobile devices, and tablets have been introduced to the public. These devices have become an indispensable part of our lives, and facilitate communication, commerce, and digital media consumption at an unprecedented rate.
These seismic changes have created numerous opportunities for marketers who want to attract and nurture more leads, and convert them into paying customers. Mobile marketing is a form of marketing that targets mobile device users, and leverages mobile devices to communicate with and engage consumers at any point in the customer lifecycle. According to Marketo’s new whitepaper, entitled The Definitive Guide to Mobile Marketing, mobile marketing “drives brand-value and demand for [products] or services.”
The increasing sophistication of mobile devices means that marketers can now reach their leads and existing customers via SMS, email, websites, mobile apps, and mobile notifications. On the other hand, just how large are mobile audiences?
Last year, the number of mobile devices actually outpaced the global population: in 2014, the number of devices hit 7.7 billion, while the global population was only 7.1 billion. Meanwhile, according to Marketo’s Mobile Benchmark Survey, 49% of those surveyed own two mobile devices. In the United States, according to comScore’s U.S. Digital Future in Focus 2015, more than three-fourths of all digital consumers, aged 18 and older, are classified as “multi-platform” users (i.e. users who use both desktop and mobile platforms).
It is clear from these and other studies that marketers who ignore mobile audiences will fail to reach a large, expanding, and highly engaged audience. Hence, marketers who want to attract and convert more leads into paying customers need to incorporate mobile marketing into their overall marketing strategies.
In today’s Multi-device World, Mobile Marketing Cannot Thrive Without Responsive, Mobile-friendly Design
The Marketo whitepaper defines responsive design as a “modern approach to web, email, and landing page design that ensures your content is readable and consumable on any device, such as your desktop computer, tablet, or mobile phone.” Smartphone screen sizes are immensely varied: Apple’s first generation iPhone, for example, was 3.5 inches, whereas its latest iPhone 6 Plus is 5.5 inches.
Samsung has also released smartphones with varied screen sizes, ranging from 3.2 inches to 6 inches. Phablets—which are smartphones that have screen sizes ranging from 5 to 7 inches—have rapidly gained popularity with consumers. Of course, desktop monitors and laptops have the widest screen sizes: the iMac ranges from 21.5 inches to 27 inches, while the MacBook Pro is available in 13-inch and 15-inch displays.
In today’s multi-device world, marketers need to create a consistent and engaging experience for consumers across all devices and channels. “You want your customers to feel a connection with your brand on your website, across your email campaigns, and on your landing pages, no matter what device they use,” states the report.
Responsive design makes marketing efforts appear consistent and coherent across all devices. According to Marketo’s Mobile Benchmark Survey, 50% of mobile device users reported making a purchase in a browser on their mobile device within the last month. In other words, even on a mobile device, a business website still functions as a critical conversion channel.
The major search engines, especially Google, favor responsive sites. Aside from providing a superior user experience, responsive design makes it easier for search engine bots to crawl and index sites, which in turn improves the sites’ visibility on the search engine results pages. Responsive sites possess the same URL and code across all devices. If separate websites were created for desktop, tablet, and mobile, Google and other search engines would have a hard time properly indexing these sites.
Additionally, Google is increasingly updating its algorithms to make it mobile-friendly. In fact, on February 26, 2015, Google announced that starting from April 21, 2015, it would be expanding the use of mobile-friendliness as a ranking signal. This update was subsequently dubbed “Mobilegeddon” by some and “Google Mice” by others. This mobile-friendly update affects only search rankings on mobile devices, and impacts search results in all languages globally.
Following Google Mice’s rollout, non-responsive websites could see traffic from mobile devices drop precipitously. While Google Mice’s impact wasn’t as apocalyptic as some pundits expected it to be, that doesn’t mean that Google was calling a bluff. The tech giant is probably initiating a slow rollout of Google Mice to ensure that owners of non-responsive websites have the chance to upgrade their sites and keep their mobile traffic.
We at Endlessrise Provide Our Partners’ Clients with Responsive Web Design Service. It’s the Most Basic and Fastest Means for Businesses to Get into Mobile Marketing.
Upgrading your clients’ sites and making it mobile-friendly is the cornerstone of any mobile marketing strategy. We provide Responsive Web Design service for your clients that reflect their branding, using WordPress—the world’s leading open-source blogging tool and content management system (CMS). The WordPress platform is highly functional, content-driven, SEO-friendly, and easy to update.
- Our Responsive Web Design Service Covers:
- Installation, Configuration, and Customization
- Graphic Design and Mockups
- Contact Forms
- Footer Design and Optimization
- SEO Plug-ins and Optimization
- Email Installation and Configuration
- Website Backup, Migration, and Installation
Our Responsive Web Design service ensures that your clients’ websites adjust accordingly to various screen sizes. Sites that are considered mobile-friendly by Google will keep their mobile traffic, and will continue to attract new leads that can be nurtured and converted into paying customers.
Endlessrise is committed to providing our Partners and their clients with the most up-to-date Responsive Web Design and Online Marketing services. If you’re looking for a white label digital marketing outsource provider that provides comprehensive solutions, then consider signing up as an Endlessrise Partner today!