Be visible on mobile, are you still part of the race?
The use of mobile is increasingly making an impact and revolutionizing the way we think about digital within companies. During the last three years, the use of mobile around the world has shot up. Even in 2016, 71% of Internet connections took place on desktops in France.
Let’s head towards nomadism
We are entering a new era, the one of nomadism. The factors that contribute to this phenomenon are many:
• Google recently announced that the mobile version of a website is now a ranking criterion, in terms of the search engine.
• Arrival of PWA (Progressive Web App) on the market,
• Emergence of personal voice assistants on smartphones.
Decision makers, marketers, companies ask themselves the following questions:
• How to create or increase visibility on mobile?
• When can one begin this work?
• What kind of workforce needs to be put in place to make a successful transition towards mobile?
You have to face the truth, if you’re just starting to ask yourself these questions, then you’re really lagging behind your mobile transition. This project is a long-term one and will only bear fruit in the medium, long term.
An important contrast Northern Hemisphere / Southern Hemisphere
North and South are far from being housed in the same brand, during the third quarter of 2017. In the third quarter of 2017, the entire northern part of the globe surfaced on the internet mainly via the desktop. As for the southern part, it is completely focused on mobile usage.
Therefore, we could believe that the global adoption of mobile is not yet a reality in the north and that companies have time to understand the subject. But this isn’t true, mathematically speaking, according to The Law of Large Numbers, mobile shares will speed up, and all the countries will be using it in a short time. We can’t say that we didn’t see this coming: secure contactless payment via mobile, NFC etc.
Behavioral revolution
The demand level for mobile users is increasing. Millenials will never wait 10 seconds to upload a page on their mobile. Moreover, Telecom networks continuously keep improving loading speeds. Therefore, it isn’t possible today for a user to see his mobile experience get deteriorated, by a loading time which is way too long. Due to all these reasons, Google also modulates the criteria for the notation, for its algorithm.
Today, in order to give real visibility to its website, it is necessary to understand the expectations of users in their entirety.
How to make a successful transition towards mobile, without falling in the twists and turns of web?
This transition definitely means spending for a company
• Survey cost in terms of customer’s behavioral tendencies
• Market study
• Recruiting skills internally,
This is called the “Mobile First” approach. Choosing the right IT development provider will save you the development costs of your mobile project.
The ultimate three-part work
Three-part work to follow: “Touch the mobile user at the right place, right time and with the right content format”.
1. At the right place
You must be present where your target audience is going to look for you. Is it in the stores (Apple Store, Google Play) or on search engines? With this, you shall be able to determine what types of solutions you need to develop: website, mobile application or both.
2. At the right time
Target when you need to convey your message, but also the time the mobile user shall spend there.
3. With the right content format
What are the uses of your audience, what types of media does it use: mobile, desktop, tablet? What degree of richness of content does your consumers demand? Article, illustration, video, audio track, infographic, e-book, webinar etc. What tone should you adopt? Fun, formal, didactic etc.
Compare the typical background of a user on your website and on your mobile site. Identify areas for improvement, in terms of the mobile experience: forms, content to be optimized, etc. make the user experience optimal.
Select the right medium
• Mobile site
• Responsive site
• Mobile application
• Progressive Web application.
Each technical choice has its own advantages and disadvantages, the most expensive, remains the native mobile application. Your team will make this choice according to the functional objectives and the expectations of your consumers.New formats which keep evolving all the time
Chatbots are also booming on several mediums. These new smart messaging services encourage companies to re-think their entire digital experience.
Technologies such as augmented reality and 360 ° videos are shaking up our mobile usage. Ikea for example, has developed an application which allows consumers to boost the presence of a piece of furniture in their living room, through augmented reality.
This kind of usage seems to be changing and shall dictate what strategy they should adopt in their mobile transition, in companies.
Bank on a team of experts
Thanks to ESN Bocasay, build your mobile approach first and create an optimal experience for the mobile user. Implement the right technical foundations and get to the bottom of your project. Discover our mobile skills.
For 17 years, Maltem group has been implementing consultants who are dedicated to heading digital transformation in companies. To get to know more, go here.
Source: ebg.net Digital Marketing 2018
YOU NEED TO BE MOBILE, CURIOUS, COSMOPOLITAN. RIGIDITY, WHICH WAS THE POLE OF STABILITY IN THE PAST HAS BECOME DEADLY” WROTE ARTHUR KOESTLER IN “THE ZERO AND INFINITE.
