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A Mobile-first marketing strategy is not something that concerns us now for the first time. It is an approach that has intrigued us for years now, as users who use their mobile devices for a variety of activities are increasing at a rapid pace.
However, now in 2022, companies have begun to further utilise the mobile in their digital marketing, to reach their target group and increase their sales.
Let's see below exactly why this is happening and how the landscape has been shaped in 2022
What is the mobile-first approach?
A mobile-first approach means that a company formulates its strategy by prioritising users of mobile devices, such as smartphones and tablets.
Thus, special emphasis is given to mobile apps and sites that are specially designed for mobile phones, knowing that now they are the ones who dominate the shopping habits of users and not so much desktops.
The reasoning behind this is that every service and every contact with the user is transformed, so that the experience it offers is as comfortable and efficient as on computers.
An e-shop that follows this approach would create a mobile application or site that will fully adapt to the needs and requirements of a mobile device, so that the user can comfortably and without problems browse and buy from there.
Main benefits of a mobile-first strategy
The mobile-first strategy certainly requires additional investment to improve a company's digital presence.
However, it has very significant advantages that not only offset but also far exceed the initial cost for its implementation.
Mobile-first Indexing and SEO
Designing a site that responds to mobile devices is a key element in leveraging SEO and increasing website traffic with search engine optimization.
In fact, being a mobile friendly site is a ranking factor in Google's organic results, which provides specific guidelines for good mobile-first indexing practices.
In a few words:
If the website is not optimised for mobile devices, then it will rank lower in search results. That is, it will constantly lose in traffic and therefore in potential customers.
A website that is not adapted for a mobile device forces the user to zoom in on various elements of it, find it difficult to locate and use the menu and generally offers a poor user experience.
Aside from the fact that the user experience is a ranking factor in Google, so much difficulty in navigating simply means that the user will choose another site to make their purchases.
Instead, a mobile site or app offers several options for optimal UX to suit the needs of customers.
Something that has a direct positive impact on the profits and the reputation of the company.
When the mobile-first approach is selected, the development of the site is done with simpler code for mobile devices.
In the desktop-first approach, the opposite happens, so the complex desktop code is written first and then settings for smaller screens are added.
However, the mobile-first configuration helps to simplify the code, which prevents errors and bugs in the future.
More sales channels
There are now more users who make their purchases through a mobile device than a PC.
Therefore, approaching this group of potential customers is extremely important to increase your business profits.
In addition, however, the mobile-first strategy allows you to identify and utilise new channels that will bring you revenue.
Through the mobile application you can take advantage of the potential of content marketing and offer useful tips to users.
Thus enhancing brand awareness and consequently the public's sympathy for the brand.
At the same time, a mobile app gives the opportunity to implement other strategies, such as attracting ads or premium subscriptions.
Why a mobile-first strategy is important in 2022
In previous years, it was not yet clear whether a company should pursue a mobile-first or desktop-first strategy.
This is because users were relatively divided in their preferences. This has now changed and in 2022 it is clear why the mobile-first strategy is extremely important in the digital transformation of businesses.
According to Statista, mobile users will be 7.26 billion by 2022, following a clear growth trend from 2020 and with a projection that shows that by 2025 they will reach 7.45 billion.
In other words, this is a huge market that will only grow in the future.
Something logical of course since:
The Millennials and Generation Z completely dominate the economy, are the most productive part of society and are so familiar with technology that they do everything from the screen of their state-of-the-art smartphone.
It is, in fact, typical that 90% of those who use the internet surf online from their mobile phones.
Currently, worldwide, 72.9% of online shopping is done from a mobile device, when the corresponding figure in 2015 was close to 50%.
In short, the users who choose their mobile device to make a purchase are now more than those who make it through their computer, making the need for speed, simplicity and ease for each browsing experience all the more important.
So that a user becomes a buyer and we avoid the frequent phenomenon of leaving the site and moving to another, more mobile friendly site.
Learn more about how to adopt an effective and profitable mobile-first strategy with Wizard.