Marketing a Business Online in a Mobile-First World

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Technology advances so rapidly that it becomes difficult for businesses to stay up-to-date with website trends.  It wasn’t until 2007 with the introduction of the iPhone that the world was first introduced to a device capable of more than a novel look at the mobile web.

Today the landscape has changed and businesses increasingly need to think about how their site looks on mobile devices even before the desktop version.  Here’s five reasons companies can no longer ignore having a mobile responsive site.

  1. Mobile responsiveness impacts search rankings: In April of 2015, Google announced that it would be using mobile responsiveness as a ranking factor[1] in their algorithm.  Google rarely discloses what it uses to rank web pages so it’s a big deal when they do.  Not having a site that is mobile responsive can adversely affect its ability to rank well in search.
  2. User experience: Accessing the internet using a phone or a tablet now accounts for a combined 60% of digital media time spent according to a report from comScore[2].  Mobile device usage now outpaces that of desktop usage meaning consumers have changed the way they are viewing your website in a big way.  Not providing a good mobile experience can cost business and at the very least professionalism points with your audience.
  3. Your competitors are doing it: Some industries are more advanced than others but there is a good chance that at least some of your competitors have already made an investment in making their site’s mobile responsive.  If your competitors are providing a better user experience for the same audience online, that can become a problem for your business.
  4. The Mobile experience is different: When people browse the internet and web pages on their mobile phone, they have different motives and behave in different ways than those who are accessing the web on a regular computer.  Mobile sites that are done wrong or that aren’t done at all do a great disservice to those mobile web surfers.  Sometimes users are not able to accomplish what they want to at all on sites that are not optimized for mobile.
  5. Mobile websites require different strategies: Whatever your goals were for your website as it is displayed on desktop is pretty much thrown out the window in the mobile world.  Even though a user is on the same website, the goals that owners should be trying to accomplish should be much different.



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