Deepak Chopra is founder and chief executive officer of Clearbridge Mobile, and has been following the development of the mobile ecosystem over the past 15 years.
Google’s mobile update seemed to come as a shock to many. The truth is, while “mobilegeddon” may be tricky for small business, the mobile-friendly algorithm update should come as no surprise to larger brands.
In fact, signs have long pointed to Google’s eventual shift to a mobile ranking factor with most brands already prepared with a mobile optimized website. While search marketing will remain a key player in the digital sphere, mobile marketing is carving out a niche of its very own and will provide a wealth of opportunities for brands and marketers alike. The desire to purchase on mobile is growing rapidly, with over 50% of consumers wanting to make a purchase within the first hour of researching a product of service on their smart phones. With mobile the defacto standard for Google algorithm, brands can look to first understand what being “mobile-friendly” actually means.
When it comes to solving the mobilegeddon puzzle, brands need to think beyond a mobile optimized website. With consumers looking for increasingly compelling ways to engage the brands they love, a robust mobile ecosystem that synchronizes the user experience is precisely what they want. As the floodgates for mobile web usage opens, brands will not only survive by adopting a solid platform to converge content across mobile platforms, screens and space, but will flourish long term.
Branded mobile ecosystems offer seamless integration of hyper-targeted mobile advertising that is highly beneficial to both brand and shopper. Branded apps, for instance, have tremendous potential to leverage user proximity technology to streamline targeted news and promotions while in-app mobile advertising allow brands to remain profitable.
For brands to see themselves through Google’s mobile update and prosper, here is what they need to be thinking about:
Put mobile first
As the cord-cutting shift continues, consumers expect a seamlessly connected experience on their smart phones. A brand’s mobile site, for instance, cannot be an extension of what we see on our desktops. If brands are looking to survive the push towards mobile beyond an SEO perspective, exceptional user experience is imperative. Brands can respond to this by adapting digital strategies and placing mobile at the core.
Build a mobile ecosystem
Think beyond the mobile “website” and towards the mobile “ecosystem.” Brands have a wealth of opportunity to engage, convert, and interact with users beyond the mobile website and through a cross-device mobile presence. Retailers, for instance, can use mobile websites to help drive sales and can look further to native applications, like a mobile payment or loyalty program apps, to give consumers the opportunity to pay with their phones, collect loyalty points, receive promotions, and benefit from in-store discounts. While a mobile website and mobile app serve different needs, they can work harmoniously to strengthen a branded mobile ecosystem, providing users with an elegant and optimized mobile experience.
Use mobile as a conversion tool
Users consume and behave differently on mobile than they do from their desktops. While mobile is a leading path to purchase, mobile app usage is surpassing mobile web by a significant margin, with 89% of usage spent on mobile apps. With a higher drive of traffic to the mobile website, brands can maximize on this shift by converting mobile web users into mobile app users as a way to deliver the dynamic user experience consumers want while increasing user engagement.
Already have a branded app? Implement App Indexing. Apps can be a powerful resource for brands to measure, engage and ultimately evolve alongside consumers. Google’s new app indexing feature allows users to discover your brand’s app via indexed app content that is relevant to search terms. Search results now carry app install buttons where users can be redirected to download the app and engage intimately with the brand experience.
