Should You Include A Mobile Website In Your Marketing Strategy?

Websites that can be accessed on mobile devices are a significant trend that marketers and business owners can’t afford to ignore.
Mobile phones offer convenient internet accessibility and connectivity at the fingertips of consumers.
Technology transforms the culture and lifestyle of societies, along with consumer needs and market demands. The success of businesses rests on their ability to keep up with the dictates of a changing market.
According to a recent study by the Pew Internet and American Life Project, 45 percent of U.S. adults own a smartphone. About 17 percent of these users do most of their online browsing on smartphones and various handheld mobile devices.
These are facts that should not be ignored by businesses and marketers alike. Even if your business is a brick-and-mortar storefront, the mobile web is an invaluable platform for customer acquisition.
But don’t just dive into it without the necessary research. Are you certain a mobile website is right for your brand?
Here are four tips to help you build your mobile website strategy:

1. Apps vs Mobile Websites

Mobile websites and mobile apps are distinctly different. Apps are standalone products that allows your customers to perform specific actions that will preform a function such as entertainment (a game), information delivery (navigation), or a transaction (in a marketplace).
Mobile websites, on the other hand, are specific version of a website that are only shown when a visitor comes to a site from a mobile device. These sites usually are a version of the site that is narrowed down to the content that someone may need to access on the go and generally features a simplified design and navigation structure.

2. Know What Your Customers Need

Before funneling resources to create your mobile website, make sure to understand and consider the needs of your customers. What will be the ROI for you and your target audience?
Conduct open conversations with your patrons and trusted business partners. You can begin with some simple questions. Would your idea for a mobile website be useful to them? Why or why not? How would customers use it and how often? What is the perceived ROI? How will your prospects use the site? For information gathering? To write reviews on products? For research?
Don’t make assumptions, and don’t let pressure dictate your mobile strategy. Make sure that you understand what is needed before you start. This will allow you to create clear goals and measure your success.

3. Study Your Data

Your web analytics platform is a powerful source of information. Check your web traffic data to see who’s visiting from computers, tablets, and smartphones.
If you see a high proportion of Android or iOS users, and you don’t have an optimized mobile site, you may have a user experience (UX) problem. It may be time to invest in a mobile site.
If your data reveals a low proportion of mobile users, it may be okay to postpone your mobile website launch. Make sure to watch trends over time, to see if your mobile traffic is growing.

4. Focus on Your Existing Business Model

If you decide to build a mobile website, make sure to develop a strategy that complements your existing business model. Are you hoping to generate leads or bring users into your storefront? Use your mobile site to help achieve your goals.
Mobile is a quick way for consumers to gather information, so make sure that you position conversion points and sales as top priorities. You need to present your information in a clear and concise way and lead visitors to where you want them to be.
If you have a physical storefront, this means showing your address, hours and phone number. If your don’t it may mean showcasing a special offer, upcoming event, or request a quote page. Your mobile site should cater to users on the go by providing answers as efficiently and effectively as possible.

Final Thoughts

Prioritize your mobile strategy as a standalone part of your digital media plan. The UX you provide will be different from your desktop strategy. Mobile users are on-the-go, commuting to work, taking breaks, and looking for something to do during their downtime. They need information quickly, and they will either get it from your company, or from the competition.

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License: Creative Commons
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Daniel Vaczi is the Director of New Business at Adhere Creative, an inbound marketing agency specializing in development, corporate graphics, web design, Inbound marketing campaigns, video production, SEO and delivering components that allow businesses to stay ahead of their competition.