Whilst the majority of brands have mobile friendly sites, some are falling behind. In fact, in our recent report, the Global Marketing Engagement Index, we discovered that larger companies are much more likely to have mobile responsive webpages than smaller companies. But what does mobile-first mean for growth?
Using our proprietary methodology, the LEWIS Marketing Engagement Tracker (MET), we analysed 300 of the largest public companies in the world. Analysing key touch points, including mobile, we took a wider look across the marketing ecosystem and discovered a link between marketing engagement and bottom-line growth. Now, we’ll take a closer look at mobile and explain what marketers should consider in order to place growth at the heart of their strategies and activities.
A cog in the customer journey
Marketers should remember the role of search in the journey. They must recognise the need to adapt and change as their audience demands, particularly if they want to survive and thrive in a constantly evolving market.
Whilst many of us remember the early days of dial up and searching Yahoo on large desktop computers, the internet search landscape looks very different in 2019. 52.2%* of search queries are now made on smartphones, and mobile currently accounts for half of all global web pages served. Combine this increasing use of mobile with the fragility of customer engagement, and suddenly it becomes vital for marketers to ensure their sites are optimised and user friendly. Any disruption could result in the end of the customer journey.
Searches via mobile are also becoming increasingly complex. Consumers are searching for all kinds of information, tips and items. They’re using mobile devices to inform every purchase, regardless of category or price. As Google said, “no decision is too small for today’s consumers”. With a smartphone in hand, we can now find the answers we need on the go, making us experts on every type of item we intend to buy.
A site which is not optimised for mobile only creates a break in the journey. It won’t be long before your customers are going back to their search engines to find a site, and company, that will deliver what they’re looking for in a way that suits them. In fact, 53% of mobile users will leave a site after just three seconds if they cannot find what they wanted. Customers will simply walk away.
Variety of information and multiple sources must also be considered. On average, people read and view content from six different sources. Marketers must be savvy, opportunistic, and aware in order to succeed amongst the noise. Ensuring a seamless journey, with clear information, will help prevent site bounces and provide valuable insights to consumers.
It is also worth noting the evolving landscape of shopping online. New features on social sites, such as Instagram’s shopping function, means that brands need to have their finger on the pulse when it comes to mobile purchases.
Opportunity for localisation
Geo-localisation capabilities are another mobile search feature any successful marketer must understand. Google has even named these search queries micro-moments. Whether you’re walking on a street, queuing at a restaurant, or taking a small break at work, getting your smartphone out is becoming a mannerism for many of us. We scroll our social media feed and look at things we need to buy or get information on.
Those micro-moments of search are the perfect occasion to catch consumer interest. When combined with geo-localisation capabilities of mobile devices, they are the go-to-solution to help end-users find your business or products nearby.
Whilst it’s clear that mobile optimised sites play an important role within the customer journey, it’s vital that marketers look at the wider marketing ecosystem. By taking a look across the marketing spectrum, we can see what needs to be done in order to join the dots and drive value across the mix.
Only by looking closely at the interdependence and interconnectedness of the marketing ecosystem can we derive value and insights. This means that mobile sites shouldn’t be looked at in silo, but instead as part of the wider mix. Doing this allows marketers to place growth at the heart of their strategies and activities.
If you’d like to find out more about our findings, download the Global Marketing Engagement Index here, or get in touch.