75% of Marketers Optimize Mobile Sites
Mobile-optimized websites dominated in 2016, with 75 percent of responding marketers saying they invested in making their sites accessible to the devices, according to Target Marketing research. Indubitably, that number’s grown in 2017, as even Google demands the mobile Web experience be flawless in order to rank in search results.
Natural language is a next step in Google’s demands, as consumers are using voice to search and are having an impact on content marketing and SEO.
Returning to the findings in “Marketing Mix Trends 2010-2016,” Target Marketing’s analysis of six years of “Media Usage Survey” data includes examining this tactic from 2011 to 2016. The “Mobile-Optimized Website” section is part of a benchmarking of marketing media channels, technology and tactics included in the Target Marketing/NAPCO Research study. Both Target Marketing and NAPCO Research are NAPCO Media brands.
Please find an excerpt from “Marketing Mix Trends 2010-2016” below.
Because most entities are on the Web, optimizing sites for mobile access is no longer a nicety: It’s a price of doing business. The rate at which respondents indicate they don’t optimize their sites for mobile has fallen during the past five years. Those saying their sites aren’t optimized has plunged from 50 percent to 25 percent, as of 2016. Those who are optimizing their sites for mobile aren’t doing so because it’s cool: The Web-browsing experience is different on mobile. The smaller screens require a rethinking of the digital experience, including a stripped-down functionality, one which places ease of loading and navigation above the full-fledged browsing experience accessing via a computer offers.
Marketers who don’t optimize for mobile risk frustrating a significant portion of their prospects: Early in 2016, eMarketer predicted that one in eight Web surfers would access the Internet exclusively through their mobile devices.
Related story: 33% Don’t Use Mobile Marketing