Marketing By Mobile Part 2: Getting Mobile Friendly
The marketing by mobile journey starts with making certain your web properties are mobile friendly. This is necessary for a couple of reasons.
Firstly, it supplies a favorable and pleasurable experience for your visitors and clients, making them most likely to return to your website and most likely to speak and talk highly of your company.
Second, it accommodates the fact that quite soon a large proportion of your visitors will in fact be on mobile devices, that’s if they aren’t currently!
Finally, it will help you get discovered on online search engines. Google has made it clear, many times, that it seriously factors in mobile friendliness into the search rankings and if you aren’t mobile friendly, this means you’ll be missing out big time on traffic.
So, typically there are 2 methods in which to make a website “mobile friendly”. The first is to create a separate mobile variation of your website and the second is to make your existing site or page “mobile responsive”.
We’ll take a look at each of these now.
Marketing By Mobile: Mobile Versions
So up until just recently the first choice, having a different mobile variation of your website or pages, was the most common.
Companies were either hiring people to construct a different mobile site from scratch on one hand or, on the other hand, they’d count on certain website builders or content management systems (CMS) that would conveniently auto-generate and update a mobile version in real time when things were added to their desktop version.
For the majority of independent internet business owners, it was the latter alternative, naturally – using a CMS.
For example, on your desktop site you could include a heading to your homepage, then a button, and after that a cool background picture, and after that a brand-new navigation alternative to a brand-new page and “poof” the mobile variation of your website would instantly have an easily noticeable variation of that heading, an easily tappable version of that button, and in the case of the picture, it would either shrink it and place it above or listed below your other components, rather than as a background, or it would leave it as a background (but it would not really look right on a vertically held device), or simply hide the image on the mobile variation.
When it comes to the navigation option that was included, it would be added to an unique mobile dropdown menu. Examples of the site builders or CMS’s that did this (and maybe still do) are Weebly, Wix, and numerous others.
Problems with Mobile Versions
So it generally worked out all right but there were one or two problems.
In a lot of cases, not all the functionality would be available on the mobile variation of the website. Entire buttons, options, and elements would be missing either due to the fact that the designers wished to keep things minimalistic or because the mobile web building platform they used didn’t enable certain things.
Numerous users didn’t like this and made a practice of going directly to the bottom of any mobile page they discovered trying to find a “desktop variation” link so they could just use the desktop variation by pinching and zooming on their device. The other problem, from a designers viewpoint, was that it was difficult to totally translate business’ brand image and feel and the full impact of the desktop website presentation (like that spectacular background image) onto these clunky, narrow mobile versions.
Also, there were some issues in dealing with the ever increasing number of mobile devices, from phones to tablets, with varying screen sizes. For instance, you had some people on full size tablets getting stuck on odd, stretched out mobile variations of websites on one hand and people with mini tablets may find themselves on the complete desktop version of some sites.
Adding the correct scripts to effectively determine inbound traffic devices and redirect them to the appropriate variation of the site simply became a headache, and this was made even more complex by the reality that lots of users had their own different preferences.
Maybe the mini tablet owner did in truth choose to pinch and zoom on desktop the variations. Possibly the older, full tablet user, who didn’t constantly have his/her reading glasses useful, preferred the larger, bulky, minimalist layout of the mobile site extended to fit the full tablet’s biggish screen.
Point is, there was no other way to make everybody happy and so few choices for flexible, multi-device friendliness. But then, along came responsive website design …
Marketing By Mobile: Responsive Sites
So the concern was this: instead of have two variations of a site and always be battling to please the huge numbers of different screen sizes and devices … What if you could have simply just one version of your site that could then amazingly adapt and change in direct response to the size of the screen that it was being seen on?
The market quickly produced what were called “responsive sites” and they right away captured the hearts of the users. Depending on exactly what kind of CMS you use today, the mobile responsiveness might vary.
A perfect responsive site will do the following: Headlines, paragraphs, and text in general will have their font size and design gotten used to looking perfect on any screen and fill it from left to right. Background images, depending upon the setting picked such as center vs stretch, will adjust themselves properly to be reasonably visible on all gadgets. Image components will shrink to fill the screen from left to right also.
Other components like buttons or product images that might be arranged in a left to right, multi-row matrix or grid on a desktop website, are rearranged to be stacked on top of each other.
For example, if you have 12 product images, each with a buy button listed below it, organized in 3 rows of 4 images, then on a mini-tablet those rows may be adapted to 6 rows of 2 images and on a mobile phone or they may end up being a single column of one stacked on top of the other while keeping their initial left to right sequence/order and keeping the respective buy button under each image.
And all of this took place automatically on the exact same website with no effort required on the website owner’s part!
Now you see why responsive websites captured on so rapidly. Now, this responsive design isn’t really without its own cons and little problems and some businesses still find that the separate mobile website design still works better, so definitely take a seat and work out which route is best for your own business.
So, he bottom line for marketing by mobile is this. Look at the numerous options out there and come up with a strategy to get your sites and landing pages mobile friendly ASAP.
Check out the first part of this article: