Let's work together

Tell us about your project and we'll get back to you soon. All fields are required.

With 3 billion people accessing the Internet, the mobile Web interface is now a critical channel for lead generation in a world of smart portable devices

There’s no doubt the mobile app revolution changed people’s perception of what’s possible with a portable computing device. Native apps are now a must-have conduit to smart device empowered audiences everywhere. But what about the mobile Web? Should marketers target this interface as a way to reach buyers? The answer is a resounding yes and here’s why.

It’s hard to beat ubiquity

Web browsers have a distinct advantage over other marketing channels in that they are everywhere. From a smart TV to a smart watch, humble HTML can be displayed in a consistent (if not fancy) way.

Back in 2011, ABI Research forecast there will be more than 2 billion mobile devices with HTML5 browsers by 2016, up from 109 million in 2010. And with most devices sold in the developed world now “smart” there’s no stopping the trend to mobile Web saturation.

According to Mary Meeker's 2016 internet trends report, the number of global Internet users passed 3 billion in 2015. And the number of people who hold a smartphone has reached 2.5 billion, vindicating ABI Research’s forecast. In many cases the first experience people have of your brand will be through a mobile browser.

Mary Meeker's 2016 internet trends report - Mobile User Growth

When smartphones first appeared their mobile Web experience was rudimentary at best, but nowadays all the main desktop browsers – Firefox, Chrome, Safari and IE – have mobile app counterparts making the cross-platform experience much more consistent. Moreover, the advancement of mobile Web and broadband technologies has brought everything from JavaScript controls to video playback into the palms of our hands.

As W3C Director Tim Berners-Lee said: “Today we think nothing of watching video and audio natively in the browser, and nothing of running a browser on a phone.”

“We expect to be able to share photos, shop, read the news, and look up information anywhere, on any device. Though they remain invisible to most users, HTML5 and the Open Web Platform are driving these growing user expectations.”

We’re on track for the quality of the mobile Web experience to rival that of today’s desktop Web browsers and marketers must prepare to better serve this growing audience.

Mobile Web means mobile marketing

Apps are great for marketing, but so is the mobile Web and people do appreciate the option of not being forced to use an app to interact with your organization. Take Facebook’s recent move to stop supporting messages via its mobile Web interface in order to push people onto its Messenger app. The decision was derided by many who were quite happy to chat via a mobile browser.

Let’s consider why it’s worthwhile investing in a quality mobile Web experience for your site.

  • Generate more leads. According to the HubSpot eBook, How to Generate Leads with Mobile Marketing, one of the top six tactics to generate more leads is to optimize the content for a mobile screen. Quick tip: mobile Web phone numbers should support click-to-call.
  • A poor mobile Web experience can tarnish your brand. With millions of people searching from their smart devices every day it is important to “look good” when they do land on your site. Back in 2012, Google commissioned research of nearly 1100 adults in the US and found 74 per cent of people are more likely to return to a “mobile friendly” site. And 67 per cent said they are more likely to buy a product or service from a mobile-friendly site.

The good news for marketing managers is support for mobile Web interfaces by enterprise content systems is now better than ever. Responsive design is part of the Web developer’s tool box so investigate the options for making what you have more mobile-friendly.

Case for Mobile eBook - Blog Banner

Other recommended articles

How to Carry Out a SWOT Analysis

In order to effectively market a business, it’s necessary to understand all of its strengths and weaknesses.

Improving Connection, Communication and Collaboration

The humble intranet has been used by businesses for many years, but in more recent times has evolved to become a much more powerful tool than it was in the past. This has been helped along by the adva ...

68% of customers will pay more if they believe they will have an excellent customer experience (CX) – how do you measure up?

A study by American Express in 2014 revealed that 68% of customers are willing to pay more if they believe the company will provide excellent customer service. We’ll look at the 5 ways to upgrade you ...

Deal closing content: How content personalization converts prospects into buyers

More than four out of five consumers believe personalization has at least some influence on what they purchase so start customizing content today In a world of seemingly limitless digital content, ...