The mobile phone has taken on considerable importance in recent years. It has grown at an astounding speed and has gradually invaded all our homes. Who doesn’t have a smartphone today? To tell the truth, it is complicated not to buy one since there is almost nothing left on the shelf. The smartphone has become more than a simple tool, it is a symbol of social success and integration into society. The observation is simple: the smartphone has become an essential, incompressible good, even if it means tightening the belt on other items of expenditure …
This is an exceptional craze which the biggest companies have quickly understood the interest. GAFAs (Google, Amazon, Facebook, Apple and others), to name the biggest companies in the digital world, have all competed in imagination to make their platforms as affordable as possible for smartphones. This is why we know today standardized strategies and technologies, such as responsive design, geofencing and data collection through mobile applications made available to mobile users.
However, large firms are not the only ones who have to adapt. All businesses today must be able to use smartphones to their advantage and make the mobile user experience efficient. When we know that 1.2 billion smartphones were sold in 2014, you quickly understand the need to work on the mobile aspect of your strategy. But the question is: are you ready?
Mobilegeddon: the apocalypse within SEO
In April, the digital world rose up after an announcement by Google. As I told you earlier, large companies are making the mobile web easily accessible and popularizing it. Mobilegeddon is the most striking example of the direction taken by big companies. Google defines the web, and the Mountain View company sees more opportunities in mobile. This is why the world of SEO and the web will have to follow the policy of the search engine: the adaptation of a site on mobile media. It is even now officially part of the referencing criteria. welcome in the mobile-first era!
SEO, Search Engine Optimization, is the set of methods to optimize your SEO. We play with Google’s algorithms to go up in search pages to increase its visibility. The search engine uses several criteria to establish its ranking, including keywords, number of visits, links, IT structure and even social media data. However, the giant has introduced a new factor that will overturn the entire ranking: mobile-friendly.
Google has decided to accelerate the development of mobile-first: businesses must adapt!
Mobile compatibility is now counted in the establishment of the ranking. This is a change that profoundly changes all the work that has been done so far by all the webmasters in the world. Some sites have actually seen their positioning drop. 64% of sites in England are not suitable for browsing on smartphones or tablets, which can give you an idea of the extent of the impact of the update.
It is now crucial to be interested in the mobile aspect of your strategy at the risk of greatly reducing your visibility on the Internet. Admittedly, Google is not the only existing search engine, but it remains by far the main one (95% of PDM in England). It would therefore be a reckless risk to decide not to adapt to the changes made by the web giant.
How to become mobile-friendly? In fact, there are not 36 solutions. Either you create a mobile version of your website, or you make it available on all supports using responsive design (of which Bootstrap has become the standard bearer). If it seems complicated to create a site with a dynamic design that transforms according to the screen size, it is actually rather technically simple to set it up. The computer languages HTML5 and CSS3 have adopted standards which make this system rather easy and quick to set up. In any case, no matter how difficult it is, your web presence and therefore your ROI are at stake.
Mobile, a paving stone thrown into the marketing pool
Overall, Mobilegeddon corresponds to a profound modification of SEO as I told you earlier. However, the concept could easily be extended to consumer behavior and associated marketing strategies. In fact, mobile has brought about a real transformation in marketing actions and their diversity. The way of approaching the campaigns had to be reconsidered since the standards were seen to be completely turned upside down. But smartphones and tablets have also made it possible to collect new data previously inaccessible … and to use them in the context of campaigns.
Due to the blurring of the border between offline and online, new information on consumers can be accessed which is proving to be extremely interesting. Since customers are almost never disconnected, we can gather information about their daily lives and how they behave outside the web. We can thus know their needs, their desires, their tastes and many other aspects which make marketing strategies much more relevant.
Mobile is part of the concept of the Internet of Things, the new data Eldorado. Until now, we could retrieve relatively basic information such as last name, first name, email, etc. However, it’s over today. NOTWe can now access much more complete and interesting information in order to seduce the customer. From automation to personalization, marketing processes gain in performance.
It is now essential to integrate mobile in marketing, data enrichment, automation of marketing processes: everything must become mobile-friendly.
Among the major innovations in the world of Data, there is geolocation and from a more commercial point of view, geofencing. It is simply the use of the geographic location of the consumer transmitted by his phone, for marketing purposes. For example, we can automate a promotional message depending on where it is located. It is nevertheless a method which can quickly prove frightening for the customer, he can feel hunted, watched, even spied on. Any salesperson will tell you, this is not the ideal climate to sell. This is why it is a practice to handle with subtlety to avoid the inconveniences of this type.
It’s primarily a way to improve the user experience. Thanks to the data collected, we can easily imagine new systems to make the store experience more pleasant, even unforgettable for big budgets. This is fairly sensitive information, because it is drawn directly from the consumer’s life and must be handled with tact. Their operation seems more judicious in a desire to facilitate the life of the customer rather than strafe him with promotional messages in his private sphere.
Arm yourself in front of the imposing moving surge …
… Because it’s coming and if you’re not ready, you can quickly get overwhelmed. Mobile is becoming more and more important. Also, it is essential today to focus part of its marketing strategy on new technologies and in particular smartphones and tablets. Mobilegeddon is not however to be considered only as a forced adaptation, it should not be taken as a parasitic modification of marketing processes. Above all, it’s the ability to access new data and new consumer information that helps optimize your marketing campaigns. All you need to know is take advantage of it.
If you want to know more about it, don’t hesitate to consult this multi-channel white paper or this one on data management. They will certainly complete the reading of this article.
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