As Director of Digital Strategies at Overit, Tim Jensen oversees web advertising and analytics for a number of small and medium-sized businesses in a variety of industries. With a degree in Mass Media and experience ranging from freelance work to a full service agency setting, he has worked on countless campaigns that touch multiple aspects of both digital and traditional marketing strategy.
Back in 2013, Google officially announced that it would begin to penalize websites that provide a faulty user experience on mobile devices. Specific examples included redirecting inner URLs to a home page when viewed in a mobile version of a website, as well as showing 404 errors to people attempting to access pages on mobile.
Toward the end of 2014, a Google spokesperson hinted that the mobile user experience would become a ranking factor. In January 2015, a number of website owners received messages warning about mobile usability issues on their websites, linking to a section of Webmaster Tools where they could review the problems.
“Know your audience” has stood as a fundamental marketing principle since long before the web. When advertising online, you need to take into account one of the most basic factors of the audience you are reaching: what devices they are using.
The most popular online advertising platform, in use by marketers of all sizes, is Google AdWords. Up until early 2013, AdWords allowed advertisers to set up separate campaigns to target mobile devices. Best practice generally entailed targeting mobile, desktop and sometimes tablet users in unique campaigns.
Mobile first! Responsive design! You’ve heard all of the buzzwords and catchphrases. Countless helpful and not-so-helpful articles proclaim the rise of mobile, but what practical steps can you take to make your brand more approachable for mobile users?
When arguing a case to make a website mobile-friendly, abundant evidence exists to present to the business owner, such as the Pew Research study that shows that 56% of US adults carry around a smartphone. However, while general statistics are useful for demonstrating the value of designing with mobile in mind, they don’t provide the guidance necessary to understand precisely how users will interact with a particular brand on their phone.