Today’s marketers must think global, act mobile

Marketers have been banging on about businesses being mobile-ready for a few years now – with good reason.

In 2014, mobile device adoption passed desktop use for the first time ever. We’re now three years beyond this tipping point, with smartphones now arguably the dominant vehicle for online marketing, which makes it even more essential that your marketing strategies are mobile compliant in 2017. To achieve this, keep three things in mind.

Your website must be mobile responsive – no excuses

With more people using mobiles and tablets to search the internet for information, products and services, it stands to reason websites must be optimised for those devices.

In other words, design, images and words should perform seamlessly on all screens, whether desktops or smartphones. In reality, however, many sites still don’t offer this experience, which will frustrate visitors, and worse, encourage them to leave your website.

So, for those businesses with older websites, the first step in 2017 involves checking how they appears on mobile devices. Given your website is your digital shopfront, and central to how consumers explore your brand, it’s absolutely crucial that your website performs flawlessly on all devices.

Mobile video is growing, fast

Mobile now eclipses the PC as the device of choice for watching videos. So what’s that mean? As marketing focuses more and more on video, we’re seeing that mobile devices are the place of choice for consumers to interact with them. Logically, as video is used to create more content, its value as a marketing tool increases. Therefore, it’s critical that the video content you create is mobile-friendly.

The statistics on mobile marketing are encouraging

 If people are spending more time on their mobiles, then this is how they’re going to consume your marketing, which the statistics demonstrate. At the same time, mobile marketing conversion rates are increasing rapidly.

This is an important trend for small and medium-sized businesses, financial planners included, and supports the adage that businesses must fish where the fish are. The vast majority of your potential new clients are likely to be looking at your business offerings and content on their smartphones. Engaging with them through these devices is vital to any marketing strategy you employ in 2017 and beyond