The Future Is Now: Marketing in a Mobile World
Mobile isn't the future of online marketing—it's the present. Last year, mobile Internet browsing eclipsed desktop Internet browsing for the first time. By the end of 2014, there will be more mobile device subscriptions than people on Earth. For many Americans, a mobile device is the primary screen through which they access the Internet.
Smartphones and tablets are ubiquitous; 58 percent of American adults have smartphones and 42 percent have tablets. Meanwhile, technology manufacturers are looking to integrate more mobile devices into our lives—100 million units of wearable mobile devices will ship this year, double the amount that shipped last year.
If your online marketing program is not already optimized for mobile, you're behind. Worse, if you aren't presenting supporters, donors and potential backers a mobile-optimized experience, then you're driving them away and leaving money out on the table.
How Did We Get Here?
How did mobile become an intrinsic part of the online world so quickly? The evolution occurred rapidly and accelerated more recently. Early mobile browsing was rife with clunky user interfaces and poor email and website rendering—that is, when mobile Internet browsing was even available as a feature. It was nearly impossible for mobile devices to render emails and webpages the way they were meant to be viewed; it was even more difficult for users to navigate those emails and webpages, particularly using touch interfaces like scroll balls and small mobile keyboards.
In comparison, modern mobile browsing is user friendly and polished. Touchscreen interfaces are universal in mobile devices. Not needing to devote space to tactile interfaces has resulted in larger screens, which have made viewing and interacting with mobile content easier. Touchscreens have made mobile browsing intuitive, redefining the way people interact with the web. In addition, today's mobile devices feature more powerful processors and better developed operating systems, both of which allow them to render websites and emails quickly and accurately.