Mobile or desktop — where should you put your digital marketing dollars and efforts? It’s a fair question because more and more people are using both mobile and desktop platforms, and for different reasons. Consider how your customers use their time on mobile and social so you can better direct your efforts into the type of marketing that reaches them when they’re ready to make a purchase. Responsive websites can be manipulated to provide mobile users with the info they need without making them scroll or read too much. Take a moment to review some of the factors most important in deciding how your digital marketing should be divided between mobile and desktop.
User Experience Matters
Your user should be top of mind when developing your strategy for mobile marketing and desktop marketing. Where are your customers viewing the internet? When do they have time to browse social media? With everyone’s packed-to-the-brim schedules, they may only have time for a quick glance at your site when they are standing in line, waiting for kids at school pickup, or riding to work. With that in mind, keep mobile and social messages short and to the point. Make sure videos have captions or are easy to understand in case their sound is off. And remember that you don’t have to include every detail on mobile that you have on the desktop version of your website. Learn more about creating engaging social media marketing.
The Role of Localization
If your business relies on consumer foot traffic and local search results, mobile sites should contain localized SEO content so you will be among the first options available to searchers. Make sure your contact information is easy to access on your mobile site as well as desktop, as nothing is more aggravating to users than having to track down a contact form, phone number, or email. Keep contact forms and appointment booking buttons simple and obvious to remove any hurdles to reaching out to you to ask questions or place orders.
Research Takes Place on Desktop
When users know what they want, mobile purchases are more likely. When they want to do further research before making a purchase—as they might for a new appliance or other major investment—they turn to their desktop or laptop so they can see bigger pictures, read reviews, and get more details before they click “buy” buttons.
Organizations in B2B industries are more likely to see higher desktop usage from their customer base versus mobile usage. Enable them to research your company and its products and services by providing excellent educational content, such as white papers, how-to videos, testimonials, and other quality information on your main website. The mobile site can feature free downloads, request a quote buttons, and other offers.
The Young and The Restless
As you might imagine, the younger your audience is, the more likely they are to be on the go—and to own a smartphone. Statista indicates that 95 percent of users aged 18-49 now own and use smartphones. Keep in mind that the younger Millennial audience represents digital natives who use their devices for everything. If you’re offering products and services that appeal to young people, your mobile site and social posts should be fully optimized for them. Content should be visual and shareable—short, engaging videos and striking photos could gain traction.
When weighing mobile vs. desktop marketing, be sure to think of your audiences and how they use their smartphones, tablets, laptops, and desktop browsers and apps. If you would like a professional analysis of your website user activity and goals, contact Metro Studios for a consultation.