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Think BR: It pays to mobilise your business

Brands are missing out if they do not have a mobile optimised website, writes Ian Carrington, European director of mobile advertising, Google.

Ian Carrington, European director of mobile advertising, Google

Ian Carrington, European director of mobile advertising, Google

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We’ve heard about the mobile trend for the past couple of years now and there are no signs of it slowing.

The ways people connect to businesses on their mobile devices and the tools they’re using to connect have progressed but it is clear that everyone is getting mobile.

In the UK, smartphone ownership is quickly on the rise jumping to nearly half of the population in recent months.

These smartphones come with full browsers and people are using them to access the mobile web on a regular basis.

In fact, recent research from Ipsos shows that in the UK, 93% use their mobile devices to access the web every day.

But do you know what your website looks like on a mobile phone? Chances are that like most UK businesses you don’t have a mobile-specific website.

A good mobile site can be great for business. As 61% of users are unlikely to return to a mobile site that they had difficulty accessing from their phone and 40% of consumers would go to a competitor’s site, it is becoming critical to have a mobile friendly site to make a good mobile impression.

Creating a good mobile impression


Mobile is an exciting new chapter in computing, but businesses need to recognize the unique characteristics of mobile in order to succeed on the platform.

So what makes a website mobile-friendly?

First, it is important to understand that smartphones are not small desktop computers - they are new devices being used in entirely new ways.  

Mobile sites should be purposely made for the small screen and not just smaller versions of your regular website.

Next, simplicity is key. Good mobile sites are quick, simple to navigate, easy to read, have large buttons, and prioritize key information.

Last, mobile-optimised sites take advantage of the natural capabilities of mobile phones.

Features like click-to-call, maps, and location information are perfect for mobile, and are common best practices for mobile-friendly sites.

These features help connect customers directly to your business and drive more calls and traffic to your store.

Building a better mobile site


As smartphones have become a part of our everyday lives, business owners’ conversations have increasingly shifted from 'Why should I advertise on mobile or build a mobile website?' to 'How do I get started?’

For example, Google has launched www.howtogetmo.com to help businesses better connect with their mobile customers and it is by using online resources like this that businesses can see for themselves how their websites look and learn the best practices for going mobile.

Businesses need to catch up to consumers. Don’t miss the mobile movement - get mobile and mobilse your business today.

Ian Carrington, European director of mobile advertising, Google


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