Desktop sales are terminal, but they’re not quite dead. What does this mean for your small business? It means, while you should come to terms with the inevitable, it’s not exactly time to bury your desktop platform. While over half of adults in North America now use smartphones or tablets, and while the trend is projected to rise towards the majority by 2015, it’s best to make the transition to mobile gracefully. According to online marketing consultants, right now should be the time to improve your business’s desktop experience with a responsive, mobile optimized design. Using your current platform you can see how your mobile audience is interacting with your services, before committing your entire marketing budget to new platforms.
But you think mobile is taking over, and you don’t want to fall behind the curve? It is, and you shouldn’t, but it’s important to keep your head on the ground and think about the now. Right now, statistics show that mobile users are still using their mobile devices as entertainment devices. The top mobile activities for smartphone and tablet users are socializing, sending emails, playing games, and streaming music. Using mobile to make purchasing decisions is still below 50%. With this in mind, you should be able to see why you should optimize your current desktop website for mobile users before diving head first into mobile marketing.
“So, forget about mobile marketing?” Absolutely not. Mobile marketing is on the rise, and should be greatly considered for all businesses. In addition, non-mobile optimized sites generate about half the revenue of mobilized sites. What we’re talking about is using our mobile optimized desktop website to determine in what ways mobile users are currently using your site to get an idea of how to plan your mobile strategy. While taking this baby step into going mobile you can see the specific trends of your audience. What are mobile users doing on your website? How are they interacting with your content? Are they using their mobile devices to research products? Are they using their devices to make purchases? What mobile devices are they using? What platforms will you make your future apps compatible with? These intimate analytics will help you determine what your future mobile strategy far more than broader, more general market statistics. By starting small and optimizing your desktop website for mobile devices you will be able to determine exactly how much you want to budget for going mobile and determine exactly where you want your mobile efforts to go.