“84% of follow-up actions triggered by mobile search occur within 5 hours”, according to a recent Google/Nielsen report on Mobile Search Moments.
I think there’s no better way to put things into perspective if you’re still in doubt of what the impact of Google’s latest algoritm update really means to your business. If you want to embrace mobile users, you need to deliver any desired information about your product or service, on any appropriate device, in the right context and at the customer’s moment of need. If not, you are at risk of falling behind the competition that can offer a better mobile experience to your target audience. Not sure if your site is mobile friendly? Check it out here.
Customers and prospects require an integrated, multi-channel experience
Customers embracing mobile are moving fast and you need to be ready. It’s also one of the most important conclusions made in our recently conducted Online Capability Review on 80 Microsoft Dynamics Partners websites.
Here are 3 rules of thumb to get you started with a mobile-first approach:
- Integrate mobile in your marketing plan
Just being there is important, so make sure your brand, products and services are present on mobile, whether it’s “earned” (through affiliate marketing and partnerships), “owned” (your own website) or “paid” (buying relevant mobile search keywords).
- Go for a 100% mobile friendly site
I suggest going responsive with your website design. Once you realize customers are going to come to your site on their phone whether you are prepared or not, the better off you will be. Responsive design gives you the ability to create one code base that will “flex” across all screen sizes making it easy for mobile customers to navigate your site.
- Deliver a multi-channel experience
Customers might not purchase or ask for a proposal directly from their phone (with responsive design it makes it easier), BUT you need to remember mobile is about influencing the sale or customer action, which eventually could take place on your website . So make sure your value proposition is clear, concise and actionnable. Analytics, A/B testing and smart tools will enable you to optimize every step in the Customer Journey. Success in mobile requires multi-channel transaction tracking, bringing together email clickthrough stats, search/social referral and advanced website analytics.
So how do you figure out the value of your mobile efforts?
- Mobile ROI should not be limited to engagements that occur on a mobile device only
- Actions performed on a mobile device many times results in online engagements. Mobile users search for locations, deals, demos, sneak previews, videos, etc.
- Activities that result in non-mobile engagements should be calculated against your mobile ROI, eg.:
- Social sharing, likes, comments, …
- Product recommendations
- Content viewing/sharing
As the shift to mobile continues, the brands that position themselves well in the mobile space will continue to thrive. Mobile is imperative, not exclusive.