The below was originally posted on www.mobilemediamarketing.com.au
With the marketing community trending towards the mobile channel for ways to target consumers, as a business owner or manager you must be wondering whether or not your business needs to head down this path as well. Is it worth investing time and money? What if it doesn’t work? Where do I start?
Start with a mobile friendly website.
It’s as true as it ever was that you must go where the consumers are in order to capture their attention. Cast your mind back to when you got your business online, got yourself a website. What were the main reasons? Were any of the list below part of the equation?
- Statistics showed consumers were starting to use the internet more
- Your competitors had websites
- Customers started asking if they could find more information online
- Access to the internet was becoming more widely available
If you answered yes to any of the above then today you should be asking yourself the same questions, except this time in the context of a mobile friendly website.
- Do statistics show consumers using the internet via their mobile devices more?
- Do my competitors have mobile websites?
- Are more and more consumers looking for information on my website via mobile devices?
- Are there going to be more mobile devices owned with internet access in the future?
Here are some pertinent statistics to get you started:
- 78% of shoppers surveyed have looked instore but purchased online from a competitor using their smart phone (www.powerretail.com.au)
- Smartphone market penetration is highest in Australia at 37%, with Singapore behind in second place (Google ThinkMobile 2011, Sydney)
- 66% of local searches are from a mobile device – half of these searches result in an action (Google ThinkMobile 2011, Sydney)
Regarding question 2, investigative work will help you find out whether or not your competitors have a mobile friendly website. For question 3, use your website analytics – just filter out the visitors to see if there is an increase in mobile visitors over time.
One last point. It’s imperative that you do set some goals and objectives for your business before committing to a mobile website for the sake of it. The last thing you want to do is invest time and money into it and regret it because it hasn’t generated any ROI. Every investment should have a perceived future value, otherwise you might as well save yourself the time and money.
Are you planning on going mobile any time soon?
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