In 2010, Mary Meeker, dubbed the “Queen of the Net” by Barron’s magazine, predicted that mobile would overtake fixed internet access by 2014. 3G technology had hit an “inflection point,” and Apple devices were leading the charge at a rate that was faster than desktop internet ever did.
While it took until October 2016, Meeker’s hypothesis of mobile devices dominating how people connect to the internet now seems inevitable. Not only has mobile affected the way we search, but it’s also changed the way we have to market content.
Despite having more use, visitor conversion rates on a desktop vs. a smartphone are nearly 3 to 1. There are multiple reasons for why that is, and by understanding them, your company could gain a competitive advantage in the mobile content marketing world.
Utilize Native Advertising
Native advertising plays a part in your everyday life, and you may not even realize it. On Facebook and Twitter, in-feed ads appear in your newsfeeds. After reading an article, native advertising recommends content that is related to what you’ve just read. It also shows up as promoted links any time you enter keywords or phrases in a search engine. In short, native ads can be adapted for any channel or screen size.
Native advertising doesn’t feel invasive like banner ads, and it doesn’t have to be “X’ed” out before you’re able to access the content you’re searching for. It blends in with the user experience and can should, in theory, continue to offer value to the reader. While they are desktop dominant, native ads also play a significant role in mobile advertising.
By 2019, mobile advertising is expected to represent 72% of all US digital ad spending, nearly $40 billion more than desktop advertising. CEO of Appodeal, an ad mediation company, states that “a lot of big or mid-size mobile publishers combine in-app purchases and in-app ads in their apps, so advertising is becoming a natural part in the majority of mobile apps.” Native advertising will only get more sophisticated as it goes in-app - maybe it’s time to figure out how to get your brand’s message involved.
Create an App for Your Business
Apps dominate browsers in terms of mobile usage. Irrespective of what country, users are spending 80%-90% of their time on mobile using apps, growing 6% year-over-year.
Small businesses are finding that staying top of mind and the direct calls to action that come with having apps help them generate more revenue as well. Even if your app may isn’t constantly used, if it’s downloaded on someone’s phone, you will make a connection with them every time they scroll through their apps and see your company logo. It’s almost like passing the same billboard while you're driving home from work every day, except you get to take the billboard and put it in your pocket.
Understand Mobile Browsing and Research Habits
While conversion rates on smartphones are 3x lower than on a desktop, people frequently use mobile devices to browse and conduct their research. Mobile users who find your business online have a conversion percentage nearly three times higher than the same search done on a desktop or laptop. Additionally, about 70% of mobile searches lead to online action within an hour.
This suggests that people use smartphones primarily in their awareness and evaluation stages. So, being sure that your content for those is mobile-friendly makes a lot of sense. Interactive content, case studies, blogs, and other web content should be easily viewable for smartphone and tablet use.
Beware of a mobile unfriendly website
There are countless benefits to having a website that’s mobile-friendly, meaning that there are also consequences for sites that aren’t.
Visitors using a mobile device while browsing a site that’s not mobile-friendly are likely to spend less time on it. This will increase your bounce rate, and Google’s algorithm may consider your website as a bad resource for a lead. Potential customers will be inclined to revert back to their search engine results to find a site that is mobile-friendly, even if your product or service better fits their needs.
57% of users say they won’t recommend a business with a poorly designed mobile site. Sidebars and drop-down tabs may be challenging to operate, depending on what browser being used. A myriad of other issues can lead to your customers getting frustrated and leaving your site before discovering the benefits of your product or service.
Since many of your leads will be discovering you on their smartphones and tablets, double-check to ensure that all of your content is mobile-friendly. Google has begun Mobile-First Indexing, so ensure that your designers are considering the needs of your mobile website. In fact, mobile-first should be their priority.
Keep in Mind that Tablets are Important, Too
Tablets are an integral part of the mobile conversation. They account for the highest add-to-cart rates on eCommerce websites and have higher conversion rates than smartphones overall.
They were initially derided as playthings, but now they can be as effective as desktop computers with screens that range from pocket-sized to 27 inches. With game-changing interface options being among its many technological advancements (and 1.28 billion global tablet users), make sure your virtual storefront is as tablet-friendly as it is smartphone-friendly.
Businesses across the world are rushing to meet the demands of mobile content marketing. While the migration is rapid and the ad spend on mobile marketing is increasing by nearly $10 billion a year, take the time to figure out what works best for your company during this transition. And don’t disregard your desktop in the process. Mobile marketing is here to stay, but desktops aren’t going anywhere.