Take the following stats: 23% of all internet browsing is now from a mobile device with the average time spent surfing on mobile at 32 minutes per day; furthermore, the smartphone market is expected to grow to 297 million devices worldwide by the end of this year, so providing users with an engaging, interesting and memorable brand experience is of critical importance. However, the emphasis seems to be on mobile apps rather than a specific mobile optimised website, which is a rather short-sighted strategy. This isn’t about choosing one or the other; apps are a fantastic tool for raising brand awareness but a mobile optimised site is a necessity as more and more consumers browse the web via their mobile phone.

Integrating mobile into the mix

A number of brands are adapting well to the ever changing mobile landscape, while others are still struggling with integrating mobile into their overall marketing strategy. Mobile advertising spend has multiplied year on year with the customer experience improving as smartphones become more and more technologically advanced, but having a mobile site is essential for two reasons:

1. Reach
2. Engagement

The internet is now in the palm of your customers, 24 hours a day, 7 days a week. Creating a website tailored to the mobile user is vital; mobile users have different needs and due to the screen size and resolution, it is vitally important to provide those accessing your website from a mobile the right brand experience. A key factor to take into account is the difference between the mobile and desktop consumer; a mobile consumer is focussing on finding relevant information within a few clicks. Although a brand’s website may have 50 different pages, this doesn’t necessarily mean all 50 pages need to be replicated for their mobile site. Mobile browsing is all about the ability to browse for content whilst on the move; brands need to understand what their mobile consumers are searching for and initially, only replicate that content for their mobile site. Brands will already have a reasonable amount of traffic on their regular website coming from mobile devices, but it is essential to have the functionality mobile web users want within a tap or two, coupled with a clear call to action.

The importance of navigation

Businesses must recognise that content is not only the driving factor of whether customers continue browsing or exit to find a competitor’s website; ease of navigation and the ‘slickness’ of the interface are also crucial. Living in a fast paced society where consumers expect their needs to be fulfilled immediately, dictates that consumers won’t enter a website on their handset if they have to scroll sideways to read content or zoom in to click through to different landing pages. In these situations, consumers will give up and search for a more intuitive mobile website that can provide them with the information they require and keep them engaged. Today’s consumer demands an effective, to- the-point mobile website that provides them with the services and information they are searching for, instantly.

So when asking yourself if your business should obtain a mobile site, remember change is inevitable and adapting to consumer trends is fundamental for any business.

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