Page 20 - AeM_June_2017

BEST PRACTICES & STRATEGIES

Keep up with the times - mobile ready,

mobile friendly, mobile first

Those who do not have a mobile-optimized website, yet, No matter if the users are in a shop or searching online:
will be among the digital losers at the end of the year, as Whoever is looking for products and services must first
the course has already been set for this. That’s why be able to find the desired brand. Many websites are
companies should speed up their digital presence and unfortunately completely outdated and no longer meet
stop beating around the bush. the current technical requirements that mobile Internet
usage entails. Who still wants to expand the website
In the digital world, as is well known, data speaks vol- with three fingers on the smartphone display to read
umes. You can capture almost everything by listening to the contents in a reasonable size? Or who uses the
the digital airwaves and observing the users' privacy. horizontal menu at all?
And what do you see? Countless statistics, surveys and
data collections show that any target group segment re- Simplicity, ease of use and speed are most im-
mains informed and entertained, or buys something portant for mobile offers
online, via smartphone. Sitting in from of a desktop or
laptop is practically a thing of the past. Basically, the users expect a relatively simple handling
of mobile offers. Although that’s generally well known,
Mobile surfing and online shopping are on the other many companies are still overloading their customers
hand steadily growing, and not only because the sales of with information. A good digital presence, however, is
smartphones have exceeded the sales figures of desk- trumping with a smaller amount of information and ben-
top computers, but the data volume of the world's Inter- efits from the user's active needs by providing perfect
net traffic via mobile devices has risen dramatically, too. user guidance.

Whoever wants to make the very own company, brand or Consider, for instance, that no visitor navigates any-
entire product catalogue digitally discoverable should more with the mouse, rather searches for information
therefore act and consider all offers from the point of by touchscreen. A small display provides for less irrita-
view of a smartphone owner. The design of web pages tion here and the basic lack of Flash and Java is gener-
of any kind should be geared towards smartphone users, ally seen as a positive aspect when surfing mobile. So,
rather than the presentation on a large monitor. don’t even thing about using a proprietary Flash video
20 June 2017 - Mobile Marketing & Apps player on your company website anymore.