“If your plans don’t include mobile, your plans are not finished.”
Wendy Clark (SVP Coca-Cola)
It is vital that you take a mobile first approach to marketing. Why? Because Google says so.
In their continued effort to improve user experience and search relevance, Google implemented an algorithm update in 2015 that penalizes websites that are not mobile friendly. Although this may appear to be a little Draconian, it’s actually a good thing for businesses in general.
With Smartphone usage surpassing desktop and laptop, it makes sense to connect with your potential customer on a device with which they have a deep emotional connection. If in doubt, find an iPhone user and ask them to swap phones.
In addition, to wisely following Google’s “advice,” there are other strategic reasons for adopting a mobile first approach when drafting your marketing strategy.
Mobile marketing is significantly underutilized, so your marketing investment will stretch a lot further and usually convert at a higher rate. This is naturally influenced by product, industry and conversion objectives.
Secondly, companies like Facebook have taken a mobile first approach which provides unique opportunities for mobile marketers.
On a side note, it will be very difficult to find a platform that has the targeting capabilities of Facebook. Don’t forget to include Facebook in your strategy.
Finally, you can reach new audiences in new markets multiple times throughout the customer journey (see micro-moments) with a good mobile marketing strategy. This can be done very cost-effectively and efficiently using state-of-the-art marketing technology that any good agency will have access to.