It seems there’s a new gadget on the market every other day — wearable tech, smaller laptops, bigger phones, ebook readers that can be tablets, tablets that can be laptops, and on and on. This can be overwhelming not only for the consumers but also for the digital marketers. What used to be a mobile-first industry is quickly turning into an industry just revolving around the consumer experience.
Consumer first thinking
Here are some things to consider when thinking about the best ways to reach expanding audiences across many devices.
Our Constantly Shifting Goal Posts
In the world of digital marketing, the field is always shifting, so it’s no wonder you no longer have to worry about making digital platforms “mobile-optimized.” They need to be optimized for a variety of devices, including some that you may not even be thinking about. Think about the Apple Watch. Optimizing your website or other pages just for a mobile phone will no longer work for everything. You need to think about all devices. What will the consumer see if they access this webpage on a watch? How about on a TV?
Patience Is Not The User’s Strong Suit
Users literally give websites seconds (10 to 20 according to Nielsen) before deciding whether to stay or navigate away. Having to scroll, zoom in, or pan to read a page will eat up their attention span and make them click away quickly. Internet users are skeptical and have experienced poorly managed webpages in the past, so they aren’t interested in wasting any more time. Make sure your webpage is easy to read and inviting, so users will want to spend time on it.
Measuring Isn’t Just For Cooking and Woodworking
With so many different ways to measure how your webpage is doing, there’s really no reason to not take advantage of it. Platforms like Google Analytics are great tools that can show you where and when your content is being viewed, who is viewing it, and how they are viewing it. Armed with this information, you can improve your site to make the most impact.
Your Mom is Right: We are Glued To Our Smart Devices
And according to comScore, mobile devices have passed computers in platforms people use to browse the internet. According to a 2015 survey by GlobalWebIndex, 80 percent of Internet users own a smartphone. And it doesn’t stop there: 47 percent own a tablet, 37 percent own a gaming console, 34 percent own a smart TV, 9 percent own a smart watch, and 7 percent own a smart wristband. Only 2 percent owned none of the above. What does this mean for you? Your company should be thinking about the average consumer interacting with your brand on a variety of mobile devices. Their experience with your site on their preferred device can make or break their engagement with your brand.
Is your brand preparing for a customer-first tomorrow? Let us know.