Using your analytics, you can likely get a pretty good idea about which of your customers are engaging with your brand through desktops and laptops, and which are doing so through mobile devices like smartphones and tablets.
With the sheer number of people using smartphones, you have to accept the fact that this is likely to represent a large part of your audience. Therefore, it’s not just important that you make platforms like your website welcoming to mobile users, but that your brand as a whole is more inviting to people who only use these devices.
Web Design Considerations
For many mobile users, one of the most immediately apparent signs that they haven’t been considered could be when they use your website only to find that it isn’t formatted for mobile devices. While this is a problem that might be diminishing in regularity as mobile audiences continue to grow, it can still occur, meaning that it should be something that you look to address as quickly as possible.
It doesn’t only send the message that you haven’t considered mobile users, but it also says something more broadly about your approach to technology. If your competitors have websites that are formatted equally well across platforms, it can make them look more technologically adept. In a digital age, that’s something that can be extrapolated outwards (rightly or wrongly) about the general competency of the business, and the faith that audiences have in you to deliver a good result.
Security Factors
When you have your own dedicated business app, that’s essentially a platform that’s tailor-made for mobile users. When done well, this is something that can strengthen your relationship with these audiences, and even create a whole new culture around how they interact with your brand – one that’s unique to that format.
The key caveat is that it has to be done well. If the app is especially buggy or poorly tested, people aren’t going to see it as worth using – the same might be true if the UI is poor enough to make it unintuitive and confusing. Worst of all, however, might be if it isn’t fitted with the right kind of security, meaning that investigating the right web application firewall can make all the difference when it comes to creating the best app possible.
Marketing Implications
While you might have put your best foot forward with digital marketing, that doesn’t necessarily mean that mobile users are put first. There might be different levels of interaction in digital areas between those viewing them on desktop and those on mobile, and you have to consider the kind of content that is popular through mobile.
You might turn your attention to social media marketing more strongly when thinking about how to reach out to mobile users – specifically short-form video. The popularity of shorts and platforms like TikTok might guide this decision, but creating short-form content that is engaging and effective might be more difficult than it first appears, having to get in and make a lasting, positive impression without overstaying its welcome.