Adopting a Mobile-Centric Approach Now a Responsibility

By Lynnsey Rijos

It may be hard to believe, but there used to be a time when cell phones were a luxury, pictures were taken with an actual camera and having access to the internet and using your home phone simultaneously was not an option. Now, in 2018, it’s almost impossible to escape digital technology. It’s come to the point that when/if you encounter someone who doesn’t have a cellphone, or some sort of mobile device, you begin to question “why?”. As mentioned earlier, cellphones were once a luxury to have, now it’s a necessity and way of life. It’s clear that mobile usage has grown tremendously over the years and, in some cases, is the sole means of communication. With that in mind, it’s no longer an option for companies and brands to cater to the mobile user – it’s a responsibility.

While developing digital advertising creative to reach a desired audience is important, it shouldn’t overshadow the importance of having a website that meets the design and functionality of the modern internet. A company that does not have a website is missing the opportunity to reach a large percentage of potential customers. Moreover, a company with a website but no functional mobile version of a website is certainly at a disadvantage. Typically, mobile users are looking for instant answers and mobile devices are geared towards that person on-the-go.

Just having a mobile website is not where it ends. Optimizing towards a mobile-friendly website goes a long way. The functionality and design must be factored to create a positive user experience. If a user comes to a webpage and it does not function properly it is likely they will not return or decide to report their negative experience on social media platforms. One person’s bad experience can lead to the loss of brand trust and brand loyalty.

Given the increase in users browsing the Internet via their smartphones and tablets, it only makes sense to optimize a website for mobile, to take full advantage of the wide range of benefits it has to offer. Having a mobile-friendly website is the opportunity for enhanced search engine ranking. Search engines will rank your page higher in search queries due to its relevance and functionality. Additionally, a mobile-friendly webpage lends itself to efficient offline integration. Should a company have a 360-media campaign that’s inclusive of traditional media – TV, Radio, OOH and Print – a person exposed to the brand’s message via these channels can immediately look-up the brand on their mobile device.

While this all may seem obvious, it’s up to companies to determine what is best for their brand(s). Granted there are valid reasons for not investing in a proper mobile webpage – lack of money and resources, or simply not needing one due to clientele behavior. One thing is for certain, the nature in which people interact with websites ultimately has an impact on how content is consumed and how marketers tailor their online footprint – on both desktop and mobile. Companies must adapt to the evolution of online behaviors at every step.