They're everywhere. Smartphones. Tablets. "I" this, that or the other thing. According to a 2012 Pew Internet Study:
- 17% of cell phone owners do most of their online browsing via their phone and some of them have no other online access.
- 88% of U.S. adults own a cell phone and 55% of those use their phone to go online.
Furthermore, iGR Wireless Research estimates that by 2016 tablet sales in the U.S. will reach over 45 million units.
What do this all mean? It means, quite simply, that a rapidly growing number of consumers are accessing the Internet (and, hopefully, your Website) using their mobile devices.
Going Mobile? Are You Doing It Right?
So, what do mobile consumers see when they open your landing page? Is there too much going on be able to view it easily on a small tablet screen or smaller smartphone display (compared to a 24 inch desktop monitor, for example)?
It's estimated that a visitor to your site will take between 3 and 5 seconds to determine whether to click on other tabs or click off your site completely. Is your mobile content marketing sufficiently interesting, impactful and user-friendly to engage visitors, convince them to stay and call them to action? If it does, your mobile content marketing will have done what it's intended to do: Convert visitors to your site from consumers into customers, from shoppers into buyers. If it doesn't? Well, then those consumers will not only go away without having purchased your product or service, they're unlikely to ever return.
Many organizations believe their PC/laptop based website constitutes adequate mobile content marketing. And why not? Possibly thousands of dollars (or more) have gone into the design, development, beta-testing, publication and analytics of the site. Surely that time, effort and expertise is more than sufficient for viewing on a mobile device.
Yeah, not so much. In fact, few websites convert very well, if at all, to a mobile viewing experience. The device display area is usually smaller (on a smartphone, much smaller), the connection speed may not be as fast as it would be, for example, for a hard-wired PC Internet connection, the sound on a mobile device isn't always high-definition and, no matter how "crystal clear" the device screen may be, chances are your website won't dazzle when viewed outdoors or wherever glare is potentially a factor.
So, what to do? Though certainly not an exhaustive list, the following are things to consider to ensure that your mobile content marketing is, in fact, mobile-user friendly:
- Who are you? Actually, this step applies to your website in general, not just mobile content marketing. Does your site clearly and concisely convey what your enterprise is all about? Using too much text is sure to drive the reader away, as will irrelevant content, no matter how clever you think it is.
- Check the W3C (World Wide Web Consortium) for information about CSS and mobile devices. You'll find guidance regarding the use of tables (don't), multi-media files (limit because they're data hogs) and download speeds, among other things.
- Different devices have different-sized displays. Don't design the site for just the best-selling.
- Avoid background images: Too hard to read in certain light.
- Code using XML/XHTML.
- Always reduce the number of screens the visitor has to pass through for calls-to-action (e.g., forms, information requests).
- Keep it simple. Mobile consumers frequently access the Internet while doing other things. They want specific info that answers their query in bite-sized pieces.
- Avoid plug-ins/extensions
- Make navigation easy (tabs on top).
- Testing, 1-2-3-testing. As in, Beta test on numerous devices.
Mobile content marketing: One size does not fit all (devices).