3 Focuses For Mobile in the Year Ahead [Jan. 5, 2015]

Submitted on
Monday, January 5, 2015

By Tom Wentworth

Digital marketers: 2015 is here, and it’s time to play catch up. For the past 10 years, we’ve been trying to keep pace with the latest innovations, strategizing and re-strategizing to implement the next great personalization feature or web design technique. But that period of innovation has ended and, moving into 2015, we find ourselves in a new period of digital transformation. By fully implementing these innovations in the coming year, marketers can help companies transition into fully digital-first business.

Where should we start? Mobile.

On Cyber Monday, we saw an increase in sales via mobile devices — with almost a quarter of all sales stemming from mobile. Tablets continued to bring in more sales than smartphones, but what was interesting was that more consumers are browsing the web via smartphones than tablets. In fact, the amount of web traffic coming from mobile phones is twice the amount coming from tablets.

So why the disconnect? Why are so many more consumers browsing via mobile but not completing purchases?

Designing for Mobile

The first place to look is the design of mobile websites. We’ve come a long way in terms of designing for mobile, but responsive design is no longer a differentiator — it’s an expectation. Responsive design ensures a uniform brand experience across devices, but marketers need to go one step further and cater to how consumers want to interact with a site on specific devices. It’s important to design around consumer motivations to fully tap into opportunities on mobile.