Reaching Your Customers on the Mobile Web [August 26, 2015]
By Tom Wentworth
Walk down any busy street and you’ll see it — mobile usage is on the rise. It’s no secret, and yet, the stats might still be surprising: According to a recent comScore report, 2010 saw 1 billion mobile users globally, and so far in 2015, that number has skyrocketed to 1.9 billion. In the past year, those numbers have also surpassed desktop usage.
This presents a great opportunity for digital marketers to make a huge impact on mobile — if they can break through the noise. We use these devices to send emails, take photos, play games, schedule events and even make payments, giving us few reasons to take our eyes off the screen. Because of this, more and more marketers are looking to take advantage of mobile avenues like Instagram (which recently opened its API to brands) and Snapchat. That means mobile websites are facing some heavy competition.
Here’s a look at what this dramatic increase in mobile usage means for the future of the web and what it will take to get users engaging with a brand’s site on their phones.
The Battle for Consumer Attention Heats Up
All signs point to mobile adoption numbers continuing to steadily increase. So what will it take for a mobile website to stand out in a sea of apps? A strategy that emphasizes context and personalization. The more mobile websites that start competing for attention, the pickier users will be about the sites they visit on their devices. If they don’t find the experience they’re looking for, you can bet they’ll click elsewhere.