For past 2 months since I started commuting to work in Central London by tube and couldn’t help but notice the number of people using smart phones to entertain themselves during the otherwise boring journey. There is no doubt that the Smartphones have become mainstream and the implications for businesses are profound. With so many customers using mobile phones to access information over the internet, businesses have to take action to make sure that they can be found as easily over the mobile web.
I did a brief research on the use of mobile internet and came across an infographic that shows how many people are using smartphones to search information online. With the number of smartphones expected to touch 1 billion mark it is safe to say that only way forward is to make website mobile friendly. I was quite shocked to read an article which Google had published and it mentioned that 79% of large online advertisers still do not have a mobile optimized site and I think the percentage is much higher with SMEs.
The usage of mobile web (till 2011)
In Feb 2012, for the first time the global shipment of smartphones overtook PCs, even though this phenomenon happened in developed countries few years earlier. Another interesting thing that I stumbled across was that the usage of mobile Web to mobile apps. With HTML5 becoming de-facto tool for creating a web app and rapid adaption of more cloud based services, the differences between a native app and web app are fast diminishing. From the business point of view it makes sense to invest in a mobile website along with a regular website.
We now come back to the point of what businesses can do to create a mobile presence. Following tips were shared by Google’s Mobile ads team:
- Create a mobile specific site since more people will land on your mobile website from mobile browser.
- Think local and this is pretty much evident from the search one does on their mobile phone. Even though website does provide your local searches but with GPS in almost all the mobile this is going to get relevant local search results.
- Get personal and target specific customers instead of all the unrelated demographics.
- Track mobile independently and come with strategies and plan of action separately for mobile.
- Iterate, Iterate, iterate – This seems to be the favorite word for many but still it is very important to try new things and see its impact.