Mobile is What’s Now
The choice to go mobile used to be just that. A choice. But those days have come and gone, even though far too many brands have opted out of the mobile shift. Why? I’m not sure. Today, though, opting out means being left behind and platforms are dictating just that.
Google is now emphasizing websites that are mobile friendly in search results. 1.44 of Facebook’s 1.59 billion users visit the social network on a mobile device, which is also where the vast majority of Facebook advertising is happening. Mobile advertising dollars have clearly shifted on Facebook in a big way, but too many mobile ads lead to sub-par experiences for users—websites not ready to accommodate mobile devices or users.
Platforms aren’t the only ones emphasizing the mobile side of business. Users, are too. The top categories of mobile apps downloaded by users are games, photography, and, most importantly, shopping.
People want to do business through their phones, whether that’s actually making purchases, browsing or simply checking prices. Businesses operating with poor mobile experiences are leaving dollars on the table.
Ask "What’s Now?"
The most exciting questions to ask in digital marketing are: What’s the next big thing? What will get people excited in the future? Where are the trends pointing? But those questions are only exciting to ask if you’ve first asked (and answered), “What’s now?”
Now, is mobile. Now is the mobile consumer and the mobile experience. That doesn’t necessarily mean an app, but it certainly means a website. Marketers that have answered the question of now are ready to ask what’s next.