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Mobile web browsing on the rise: Is your organisation mobile ready?
Recent statistics show that more and more people are surfing the web using their mobile device, and the majority of companies and organisaitons are not prepared for this.
- Product Shipping forecasts for 2009 show that for the first time ever, more Smartphones are going to be shipped in 2009 than PCs. Gartner estimate 257 million PCs will be shipped, significantly down on the year before, but helped up to some extent by notebook sales. Meanwhile IDC state that 269 million Smartphone units will be shipped in the same period, down on 2008 but surpassing PCs for the first time.
- Even more suprisingly, estimates show that in 2009 50% of all internet connections will come from mobile phones.
This trend is set to continue and accelerate, but to date very few companies and organisations outside of the media, adult and corporate sectors are taking this very seriously.
Google & Go Mobile!
This news has not gone unnoticed by Google who have launched the Go Mobile! Campaign. Google’s new Go Mobile website gives tips and recommendations on how you can prepare your website and advertising campaigns for mobile users.
Whilst Google certainly have a vested interest in getting people to use mobile search, and mobile web usage patterns are still very concentrated in specific sectors, where Google goes it is usually advisable to follow - or at the very least to spend some time thinking about it!
Google makes some good recommendations as part of the Go Mobile! campaign:
1. Get your website to work on a mobile phone: Google states that most websites are hard to use on a mobile phone. Moreover, phones tend to load content much slower, and don’t deal with flash well. To solve this you can setup your website to detect whether a customer is viewing on a mobile phone and show them a version of the site that works better and is easier to use.
2. Use localisation to provide better information. Mobile phones are very good at knowing where the user is. Include information about where your business or event is so that they can find your services on their mobile when searching nearby. This is very powerful for cinemas, restaurants, shops and activities, because a large number people use mobile phone search to plan their leisure time.
3. Offer ways to engage at anytime: Just because your business is closed, or your customers are doing other things (on the bus or train, waiting for the kids to come out of school) doesn’t mean they cannot engage with your brand. Offer people things to do on their phone when they are browsing such as games, applications and tools. You can also drive people to your brand using offline content with SMS codes, search links or other calls to action that they can access through their mobile device.
4. Get your customers talking about you! Mobile phones are communication devices where people can call, text, MMS, email, IM, post updates to social networking sites, update blogs, post videos online and more. Talk to them, communicate with them and use their network through viral promotions and incentives for data capture.
5. Use online Advertising: Mobile ads are a powerful way for some businesses to reach their customers when they are making important decisions. Search, text and image ads are all cost effective ways to reach your customer base.
Google’s campaign provides a good overview of the main steps you should be taking now to ensure your organisation is mobile ready. As more and more users connect to the web via mobile smart phones, the more people will come into contact with your brand on mobile technology, and you should be acting now to ensure they have a positive experience of your brand.
If you would like to talk to someone about mobile marketing and getting your business mobile ready then you can call James and the team at Organic Development on 0845 869 7654 and we would be happy to help. Alternatively you can email
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or follow us at www.twitter.com/growwithorganic
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