How often do you look at your mobile device during the course of a given day? When you are away from the office, how often do you use your smartphone to get online to read articles or learn about a certain product you may need? If you are part of the current trend, the answer to all these questions is often, very often.
Our mobile device has become much more than a communication tool. It helps us organize our lives and find answers to our questions. According to research and analysis site Comscore, the number of smartphone and tablet users has grown at an unbridled pace in the last four years. More specifically, the use of mobile has increased 394 percent since December 2010, while the number of tablet users has jumped by 1,794 percent during the same period.
No doubt, the future is mobile, no matter the industry. Again according to Comscore, there are now more users on mobile platforms than there are using desktop computers. In the automotive sector, traffic from mobile devices and tablets has more than doubled over the past year according to Google and SM360. As a business, your growth and success depend on your ability to recognize and adapt to this new reality.
That said, it would be a mistake to move all your eggs from one basket to another. If you get lost in the woods, you hope to find in your backpack several tools like a flashlight, a knife, some water, and a compass. Having one of these elements will not help you as much as having all of them.
That is why a healthy digital strategy involves optimizing the entire set of internet tools. Each platform (desktop, mobile, tablet) offers different possibilities, and you must take full advantage of every one. On a mobile device, the user wants to access specific information quickly such as an address or a phone number, or make an appointment in minutes. The key is to understanding how your customers want to use each technology when looking for the products you offer.
It is therefore essential to continue to make efforts to optimize the traditional web experience you offer your potential customers by first making sure to offer personalized information, and secondly by enabling quick and easy navigation.
In parallel, be sure to develop a solid mobile strategy that will allow you to respond to those who use their mobile device to learn about your business. If mobile technology is growing in popularity, it’s partly due to its effectiveness. An optimized mobile site will provide quick navigation and well-organized information, but let’s not forget apps that can summarize important information on a business and put it at the fingertips of a potential customer.
Moreover, we cannot ignore the transition that is taking place in the way users want to receive desired information. Video, for example, is becoming increasingly important, and it will very soon be the most important means of communication on the web. Also, the number of e-commerce transactions that take place entirely on mobile is growing with more and more users making a transaction from start to finish entirely on mobile.
In this time of important changes in the field of digital interaction, you must ensure that you have a quality presence on all platforms, and provide content on each that is appropriately optimized.
Your customers are looking for you on their mobile device. Are you there?