Why everything you do should be focused on a mobile strategy
Why do business owners fail to VALUE the importance of a mobile strategy?
Mobile websites and mobile applications are a must and if not a mobile website, then a responsive website must be put in place. Yet I still have clients, particularly from the waste and construction industries that don’t even have a desktop website, which makes their market share about as big as the number of clients that use them!
With over 60% of UK web search coming from mobile devices, those businesses that don’t yet have a desktop website could actually benefit by entering the market ahead of their peer businesses and adopting a responsive designed website and a mobile application.
Responsive Web Design
In layman terms, it’s a website that will adjust to the size of the screen on the device that you view it on, without the need to manually intervene to stretch or skew the screen with your fingers on the device.
This is an example of not only bad web design but a non-responsive website, you can see that you would need to have this corrected to properly fit a mobile device. To correct this simply ask your website designer or developer to make the necessary adjustments in the .css file for your website theme.
Smartphones and Tablets Rule
As you can see from the image above, the owner of this website hasn’t thought a lot of the website design through, I understand the “emotive” browns to reflect the wood used to make shutters and blinds and wooden products, but in this day and age whitespace rules. The smaller the website, the more white space we need and dark coloured web design for mobiles should be something special. Small screens should offer more white space, so the eye can separate the text and images clearly from the background.
Mobile Applications for Business
Mobile applications can be utilised for all businesses from a mobile beautician to an accountancy business. It’s not what to do with the app, but more the way to do with the app. If you focus totally on what, then you are looking at the app as a direct sales tool when you should be focused on why my customer should use my app!
A mobile application should always be looked at, as the way to keep your business in your customer’s hands, which really is quite funny because all businesses are in their customer’s hands! No customers… no business.. simple economics, so why not make it as easy as you can for your customers to find and interact with you?
For example, coffee shops use their apps to retain customers with loyalty schemes, pre-order menus, the sale of fresh ground coffee, news updates and push notifications.
A design agency would use their mobile app to display visuals of their creative products like business cards, leaflets, flyers. They may also have an e-commerce aspect so you can order package deals of cards, letterheads and other standard package products and to offer e-deals or e-vouchers to create customer interaction and service continuity.
A further example could be for an accountancy business and this is where you can be creative. Instead of going for the easy option of a simple lead generating a mobile application, you could create an app that focuses on delivering all the current and topical business and tax-related financial news via the app and having a lead generation form or register via Facebook or email registration and put them into your Inbound Marketing Funnel. When you put your mind to it, there are a number of different ideas to use when creating a mobile app, you just need to work out why your customer would use it.
Mobile Applications for the Customer
Mobile applications are generally created for the customer although they also serve a huge number of business-focused functions. Customers can and should be able to directly communicate or interact with a brand as and when they please, how that journey is delivered and managed is up to the strategy the business adopts. Ultimately, with most adults who are usually the B2B decision makers interacting with the mobile web via mobile apps (89% of mobile traffic) and over 60% of all search being completed on a mobile device, it’s time to catch. Mobile isn’t the future, mobile is the now!
- Globally one-third of all internet traffic is serviced from a mobile device, up in 2015 from 0.07% in 2009 (statista.com)
- Statistically mobile will take over fixed internet search this year, 2015 (smartinsights.com)
- One in six UK adults looks at their smartphone over 50 times a day (deloitte.co.uk)
- By 2018, the number of app downloads in the UK is predicted to be 15.5 billion (statista.com)
- In the UK this year 37.8 million of mobile phones will be smartphone users, by 2017 that figure is predicted to rise to 43.4 million (statista.com)
by Paul Sullivan