Top Three Reasons to Focus on Mobile Communication in 2014
As we near the end of the year, business leaders are focusing on the
future, on their strategies and goals, and on ensuring that next year is
2013. When setting budgets and priorities, be sure that a high-quality
website with decent mobile access is on your must-have list for a
According to Pew Research Center, 63 percent of adult cell phone owners
(as of May) use their phones to access the Internet. Whether your
B2B, B2C, or somewhere in between, your current and potential clients
are trying to find you with their mobile devices.
Why go mobile?
1. No one carries the print phone book in their pocket.
Audiences are trying to quickly find your physical location, phone
number, and other contact information. Most of us are constantly on the
go, so the ease
of tapping on an address and being routed to a location or tapping on a
phone number to make a fast call is crucial.
Again, recent research by Pew documents that 74 percent of adult
smartphone owners say they use their phone to get directions or other
information based on
their current location. As someone who is usually short on time, I can
attest to the frustration of being unable to find my destination quickly
easily-or at all.
2. Failing to embrace mobile holds you back.
If a website wows on the desktop and disappoints on the smartphone, the
brand appears to lack consistency and a forward-thinking attitude.
What if your news source displayed content online in the same size and
format as it did for print? Zoom, scroll, zoom out, left, right, zoom,
Websites must translate flawlessly onto mobile devices and function just
If the information housed on your website is not easily and immediately
accessible, your visitor is likely to go somewhere else for the content,
service he/she is seeking. Pinching to zoom in on a website that isn't
responsive gets old fast. (Responsive design is aimed at providing an
viewing experience, easy reading, and navigation with a minimum amount
of resizing, panning, and scrolling across a wide range of devices-from
phones to desktop.
3. Just because you have a "mobile site" doesn't mean it's working.
Did you consider your user before adopting a mobile strategy? Many open
source platforms (such as WordPress or Drupal) have options for a
friendly" themes or versions, but often you're getting the most basic,
boring, and unbranded mobile presence possible.
The mobile site should not be an afterthought to the mobile desktop site
or the exact same website attempted to be compacted into a 4.87-inch
Businesses and brands should begin with a thoughtful understanding of
targeted users' needs and create mobile experiences that impress users.
visitors share information about your organization or business from
their mobile devices?
Can everyone easily find the methods to contact you, mail a donation,
walk through your doors? If your user is lost, can your mobile presence
where they need to be? If the answer to any of these questions is "no,"
strongly consider making mobile a priority in 2014.
Kiersten Bagley is the Digital Marketing & PR Specialist at Speak Creative, a digital agency based in Memphis, TN. Follow her on Twitter @kabagley and read what's spoken by the agency at @speakcreative.