What Does It Really Mean Series: Mobile Friendly

electronics-1851218_1280Next in our “What Does It Really Mean?” series is the term Mobile Friendly. I admit it sounds odd to think of mobile in terms of it being friendly or unfriendly. However, the reality is that for most businesses to succeed in this competitive marketplace, understanding what Mobile Friendly is all about is very important.

What does it mean to be mobile friendly?

We typically think that mobile friendly means responsive design – a website detects the screen size of the user and delivers your site’s content in a way that’s optimized for that screen size. However, mobile friendly refers to more than just websites; it means that all aspects of your marketing and sales efforts play well on mobile devices. After all, don’t you engage with your customers via email and on a variety of social media platforms? These forms of engagement can all be impacted by mobile.

According to Google, a website must include the following features to be classified as “mobile friendly” by their Googlebots:

  1. It avoids software that’s not common on mobile devices (like Flash)
  2. Uses text that is readable without zooming (don’t make users pinch to zoom)
  3. Sizes content to the screen so users don’t have to scroll horizontally or zoom
  4. Places links far enough apart so that the correct one can be easily tapped (design for the fat finger)

Why is it important for your company to be mobile friendly?

Last year, the CRTC stated in its Communications Monitoring Report that there are 28.8 million wireless subscribers in Canada. As well, a new Pew Research report states that 67% of Canadians own a smartphone. As the use of mobile devices increases, Canadians are spending more time on mobile apps than ever, even as global growth in mobile app use slows down. And, you need to be where your customers are – on mobile devices. According to Flurry, Canadian mobile app use grew by an average rate of 74% in 2016, far exceeding the global average of 11%. The top five categories of apps all had 55% growth or more:

  1. Health
  2. Fitness
  3. Shopping
  4. Business
  5. Finance

How being mobile friendly improves the customer experience

The best way to differentiate your company from the competition is by providing an exceptional customer experience. Being mobile friendly is an increasingly important part of that customer experience. With more of your customers engaging on mobile devices, you have to ensure that not only your website, but your company, is mobile friendly. Your customers’ experiences have to be consistent across all devices. You want your customers engaged and coming back for more. Unsatisfied customers look elsewhere.

Geo- location targeting can also enhance the customer experience. A mobile device can identify its location and report it to an ad server that maintains a database of location data and ad campaigns. When a customer enters a particular location, the ad server will send relevant ad notifications to their mobile device. Have you ever walked in a store and immediately got a text message offering you $10 off on your next purchase of $50 or more? That’s geo-location targeting.

Marketing campaigns use geo-targeting to reach the right audience because location does impact demographics and buying behaviour.

In order to reach your customers on all devices and provide them with a stellar customer experience, I believe that it’s important for every company to be mobile friendly. If you’re interested in learning more about becoming mobile friendly or are ready to take the plunge, contact CreativeWorks Marketing today. We have the technical expertise to ensure that your customers are engaged and coming back for more. And we’ll be to explain everything to you in real people-speak and work with you to determine the best approach for your company.

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