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Marketing in Motion: Why mobile websites are critical for industrial marketing | Manufacturing Marketing

Marketing in Motion: Why mobile websites are critical for industrial marketing

industrial marketing mobile

The numbers tell the story – the mobile era has arrived and is here to stay.

Smartphones, first introduced in 2007, have become ubiquitous in American culture. Currently, over 50% of American mobile subscribers own smartphones. And for those in the market for a new phone, 2 out of 3 are choosing a smart phone over a feature phone.

Industrial manufacturing companies who choose not to adapt to the new mobile era risk driving business to their competitors. In fact, 67% of mobile users are more likely to buy from companies with a mobile-friendly site.

What makes a mobile site different from a traditional site?

Traditional sites are designed to be viewed on a standard computer screen, not a smaller mobile screen. Traditional sites contain a lot of information, and can be cumbersome to navigate on a smaller screen. Mobile-users are looking for information that can be accessed quickly and easily, especially while on the go.

According to the recent “What Users Want Most From Mobile Sites Today” study conducted by Google:

  • 61% of users said that if they didn’t find what they were looking for right away on a mobile site, they’d quickly move on to another site
  • 50% of people said that even if they like a business, they will use them less often if the website isn’t mobile-friendly
  • 48% of users say they feel frustrated and annoyed when they get to a site that’s not mobile-friendly
  • 52% of users said that a bad mobile experience made them less likely to engage with a company

Not reaching a mobile-friendly site can leave users feeling frustrated. So what considerations should you take into account when developing your mobile site?

  • Keep it simple and straight-forward
  • Make it easy to navigate
  • Ensure your site loads within 3 seconds
  • Keep content to an appropriate quantity
  • Avoid Flash, pop ups, tabs and drop down menus which won’t render well, if at all, on a mobile site

Mobile is still in its’ early stage and will continue to evolve at an incredible rate. It will be fascinating to see how different things are a year, or even 6 months from now. Don’t wait to get on board with a mobile site. It might already be too late.

Read Google’s study, “What Users Want Most From Mobile Sites Today”

photo credit: philcampbell via photopin cc

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