It is vital that you take a mobile first approach to marketing. Why? Because Google says so. It makes sense since mobile and tablet internet usage exceeded desktop in October 2016—you need to connect with potential customers on the devices they’re using.
Right now, mobile marketing is significantly underutilized so your marketing dollars will stretch a lot further and usually convert at a higher rate. Facebook has taken a mobile first approach which provides mobile marketers with exceptional targeting capabilities.
With a good mobile marketing strategy, you can reach new audiences in new markets multiple times throughout the customer journey (see Micro-Moments).
User Experience (UX) Design is an extremely important aspect of digital marketing and therefore web design is no longer a one-size-fits-all proposition. A responsive web design ensures that your potential customers have a positive experience interacting with your brand while finding the answers to support their next decision, regardless of what device they’re using.
As businesses, we need to ensure that our sites not only look good, but make it easy to convert customers on any device.
“If someone is searching for a plumber on their phone at 11:00pm at night, we can assume that they have an emergency and need to speak with a plumber now! Knowing this information allows us to design a context-aware website to quickly address the emergency situation—addressing the visitor’s intent.”
—Dan Monaghan, Co-Founder, WSI