In today’s world, companies don’t have to stage testing to get feedback on their products and services – the world is their testing ground and the feedback comes streaming in daily. The two-way mirrors and focus groups of the past are the Twitter feeds and YouTube channels of the here and now. People stop in, check in, snap a pic and post from their mobile devices all day long. This fact seems obvious – yet, there is a significant lag between the public’s shift toward mobile internet usage and the readiness of companies’ content for those mobile devices.
Why such a lag? Certainly not for lack of evidence. We already know that the average adult interacts more with a mobile phone than almost anything else in their lives, spending an average of 141 minutes per day on a mobile device.* According to emarketer.com, more than half of the US will own a smart phone by the end of the year. Google found that 60% of mobile visitors will leave a site and not return if it is not optimized for their devices. People are multitasking as well, frequently using their smart phones, tablets, laptops and TVs simultaneously. At the most basic economic level, business is lost by denying customers a good experience. In this case, a poor mobile website experience correlates with loss of business. A mobile-optimized website has become a basic asset for business. There will soon be a divide between those businesses who are able to keep up with the transition to “mobile,” and those who are not.
But being “responsive” is not just the price to stay afloat – it also opens the door to new opportunities! Businesses that go mobile are able to not only have more presence with their customers, they are able to personalize that presence, facilitating a more human relationship. Being responsive creates a mobile-specific experience of interaction between you and your customer. Capture real moments of connection by inviting your customers to tweet about their experience with you. Transform your marketing by providing incentives for virtual interaction and “recommendations” to friends. You already have the great reason for interaction – the excellence of your product or service. You merely need to facilitate the connection of that great reason with your customer. Your newest customer is probably out there using their smart phone right now – you just have to be there when they come looking for you!
Now you’re asking yourself, “What would it take to make our media work across various screens?” Well – good news! You don’t need one website for PCs, and another for iPads and tablets and a third for smart phones – LetsDevelop.tv can create a responsive website theme that works across any number of fields. The same creative look and feel that represents you and your brand can be delivered with continuity and functionality on all of your customers’ devices. Let us take your assets and make them into something that is not merely acceptable but impressive on your customers’ many screens.
So – the question remains – from mobile devices to TV, does YOUR story fit every outlet?
*Advertising Age, Mobile Fact Pack