Savvy integrated marketers already know the importance of responsive website design when it comes to maximizing the mobile experience of customers. But what you may not know is that much of what passes for responsive design is not very mobile-friendly.
In case you’re unconvinced about the importance of mobile in your integrated marketing strategy, take a look at a couple figures that will help put mobile commerce in perspective:
4 out of 5 consumers use smartphones to shop
65% of mobile users used their mobile device to find a business to make an in-store purchase
If you’re not sure how much emphasis mobile should have in your own marketing mix, start by checking the Google Analytics on your website to see how much traffic is coming from mobile devices.
What Mobile Users WantConsider the mobile user’s situation. Possibly running behind for a meeting, trying to find the address, then hurriedly looking up the company website to get the phone number—before the light turns green.
The mobile audience is typically on a cell phone, doesn’t have a lot of time and just wants high-level information about your company quickly. For example, basic contact information, a map or directions, whether customers can “Like” your company on Facebook, or whether your company has a video.
Too many companies still don’t have that basic information readily available on their website. And when customers are hurriedly looking for info, they don’t want to keep scrolling and scrolling on a tiny screen to find it.
Truly Responsive Design For Mobile UsersOne mobile marketing company has introduced what it calls a “truly responsive” web service tailored to companies that want to reach mobile customers more effectively. With the launch of biz411.mobi by emarcom, integrated marketers can quickly give their mobile customers exactly what they’re looking for. The service offers a way of reducing essential information down to simple buttons designed for the mobile user.
A website script detects when the user is on a mobile device and provides certain information, such as location, email, business hours, in the form of a button to click. If additional information is needed, the biz411 page has a link to the website, so the user can get company history or other details.
Providing a mobile-friendly version of your website tells your customer, “I care about you. I recognize where you’re coming from and what you’re looking for, and want to earn your business by providing it.” You’ll find more helpful marketing tips to reach this audience in Old School Advice for New Mobile Marketers.