Let’s face it: the mobile device is our new lifeline. We depend on it to digitally function, be connected and build relationships. It’s the first thing we pick up in the morning and the last thing we put down before we close our eyes for slumber. In fact, Cisco reports that by the end of the year there will be more mobile devices on earth than people. So, as marketers, it’s critical that we adapt our business landscape to ensure our website is mobile-ready so brands can effectively drive traffic to their site, reduce bounce rate and increase clickthroughs. Here are four powerful reasons your mobile device is changing the face of marketing:
The Customer’s Path to Purchase is Mobile
Know your audience and cater to their needs. This includes understanding your customers’ path to purchase as it has changed. The average consumer now establishes their own dynamic path to purchase, often using a channel that is more convenient for them. More often than not that purchasing channel is through a mobile device. In fact, a recent Nielsen report confirms that over 91% of adults always have their mobile phone within arm’s reach. Consequently, many companies do not take the time to integrate a mobile strategy within their marketing plan. This leaves potential prospects and existing customers unable to digitally connect with your brand.
Mobility = Accessibility
Nowadays, it’s not enough to have a website. The content and visual design of your site needs to render correctly to fit on any device – small or large. Because a current, up-to-date site is a reflection of your brand. A tired and dated looking site is too.
Email Marketing Made Mobile
Organizations are putting more faith, trust and budgeting dollars into email marketing programs to produce an enriched ROI. So, if your email is not mobile friendly today than you’ll eventually face hurdles tomorrow when you try to transfer and convert that data to a mobile rendering version. Stay a cut above the rest. As those marketers with fully accessible websites and email marketing campaigns are not only a step ahead of the competition, but will eventually see a higher return on their investment.
Change is Constant: Embrace It
The only constant is change. This has never held more truth than in today’s world. Because just as we adapt to a new technology – a shinier, newer more advanced software arrives. Stay on top of these changes by learning to embrace the change – especially the “old” technology such as your website. Choosing to invest in a mobile-friendly site will not only attract more visitors, but company’s that master mobility will improve revenue, brand equity and loyalty.
