mobile strategy

Apps, email and search are among top mobile priorities for businesses: report

Consumer use of smartphones and tablets incorporates a range of different activities and behaviours, including search, email, social and the mobile web.

And a new survey has found that businesses are responding to this by developing their capabilities over a range of mobile channels.

When asked which mobile channels they plan on using during the next 12 months just over half (55%) said apps, followed by mobile advertising (51%), optimised emails (50%) and tablet-specific sites (50%).

Mobile search and commerce were also cited by precisely half (50%) of client-side respondents.

30+ fascinating stats from Econsultancy’s Q1 2013 reports

It’s been Easter this weekend and the clocks have gone forward, signalling the end of Q1 and the beginning of a fresh quarter.

So to mark the shift into Q2 I’ve rounded up the surveys and reports our research team has published so far this year including some of the most intriguing and useful stats.

The topics include mobile strategy, marketing budgets, data driven business culture, user experience and the state of digital in Australia.

So, here are the stats…

Seven potential downsides from using responsive design

Responsive design is just one of a number of options available for businesses currently devising a mobile strategy, however it is seen by many to be the only sensible long-term option.

For the uninitiated, responsive design allows websites to work from a single set of code that resizes itself to fit whatever screen a particular visitor is using, thereby negating the need for a separate mobile site.

We previously investigated the benefits of the technology in our posts looking at why Google loves responsive design and this roundup of 10 brilliant examples of responsive design in ecommerce.

But as with any new technology there are also potential downsides that businesses need to consider.

Forget mobile-first: solution-first is the only way to succeed

A growing number of companies adopt a mobile-first perspective and investors increasingly encourage entrepreneurs to think about mobile before the web, and it’s not hard to understand why.

Smart phones penetration in developed nations has jumped significantly over the past several years, mobile internet usage has skyrocketed and there are now literally billions of mobile devices in use around the world.

How to market your app across the app stores

As it stands, Google Play and Apple’s App Store have around 700,000 live apps each, followed by Windows with 126,530 and Amazon with just over 50,000 apps. As app numbers continue to increase, so is the competition for search-friendly and visible apps.

A number of people are starting to talk about app store SEO as developers and marketers look for ways to ensure their apps can be found across the app stores.

We’ll be focusing on both the App Store and Google Play for this post, solely because there currently isn’t enough research on SEO for Windows Marketplace or Amazon’s Appstore. 

Make mobile integral to your website optimisation strategy

Smaller screens, limited functionality, lagging conversion rates… these are all reasons digital marketers and web teams attribute mobile with the position of the poor cousin of desktop. But it’s a big mistake to do so.

Whether you are just starting out on your mobile strategy or you have had one in place for a while, one thing that we know is that mobile is growing fast. And this means you will need an approach to optimisation. 

Is your mobile strategy fit for purpose?

It’s apparent to everyone in digital marketing that all businesses need a mobile strategy, yet a number of brands are still dragging their feet.

In a talk at Econsultancy’s Future of Digital Marketing event, addictive founder Simon Andrews looked at where brands should be focusing their mobile efforts this year.

Noting that 80% of brands still don’t have a mobile optimised site, Andrews said that the opportunity was now too big to ignore. “You are losing money by not doing it properly now – if you’re not doing it then someone else is”.

He said that on average 18% of the population in a given market uses 3G, and predicted that within the next eight years nearly all consumer behaviour would be driven by mobile.

The key areas that need to be mobile optimised are: