Digital Marketing The Role of Mobile Technology in Digital Marketing
For the past two decades, mobile technology has experienced unprecedented and explosive growth in both form and function. These devices are no longer simply a portable phone. They are cameras, GPS units, personal organizers, calculators, calendars, and miniature personal computers. As a result, forward-thinking businesses have dedicated considerable resources into marketing geared towards users of mobile technology. As more and more consumers now access the internet on the go, mobile versions of web pages has become the norm.
Mobile versions of full websites are now the most commonly visited pages on the internet. Studies show that as much as 80% of all internet users worldwide make daily use of a smartphone. Furthermore, in the US, smartphones, tablets and other mobile platforms play host to upwards of 60% of all digital media. Google reports that mobile searches have surpassed searches performed on desktop computers.
In order to create an effective mobile marketing campaign, a business must first have a strong understanding of their mobile audience. Designs must be geared towards mobile platforms, and make full use of the advantages that affords them. In order to accomplish this, all pertinent demographics and statistics must be taken into account. Smartphones account for the primary access point of digital content for 95% of adults. Over 65% of all emails are originally viewed on a mobile device. 48% of all mobile internet sessions begin via a search engine.
A mobile version of any website is a necessary component of any successful SEO initiative. Google Analytics (as well as algorithms used by other search engines) reward mobile sites with higher rankings. If a business’ website has not adapted to these industry demands, they will find it nearly impossible to maintain a competitive edge. Search engines require that a “mobile-friendly” website:
- Has the ability to load quickly on any device
- Is not hindered by “mobile specific” errors
- Automatically resizes content to properly display on any mobile screen without zooming or scrolling
Google has created a tool designed to gauge mobile friendliness, which is available for free to any business, or web designer. It includes certain statistics and demographic information which is of the utmost importance:
- 35% of users are unable to make an online purchase because the website they are viewing is not “mobile friendly.”
64% of users will leave a mobile web page if it does not loda in under ten seconds.
- As much as 90% of C-Suite makes use of mobile devices when evaluating or reviewing mobile purchase trends.
The need for businesses to offer a “mobile app” has also significantly increased in recent years. Consumers have come to expect this option to increase both the speed and efficiency of their mobile internet experience, and streamline the overall purchase cycle. One thing has become crystal clear: the role of digital marketing in mobile technology is a significant one. More than that, it will no doubt continue to play a large role in marketing strategies the world over.