Working Backwards To The Web

When I work with clients on how they’re going to approach digital, I’ve been telling them something a bit different lately.  While I still believe that a company’s website is the primary point of contact, how that site is designed and built needs to be very different   They -and you- need to be thinking mobile first and working backwards to the web.  Sites that aren’t optimized for smartphones and tablets as a primary access channel are going to be out of date very quickly.  How do I know?  Check this out:

Underscoring the mobile migration story, IDC … issues a report … arguing that the number of people in the U.S. accessing the Internet from PC will decrease in coming years. The 240 million consumers currently using desktop and laptop PCs to go online will shrink to 225 million by 2016, they contend. In 2015, the tipping point will be reached where more people will come to the Internet through a device than through a traditional PC (emphasis added).

Think about how you use media these days.  You’re probably watching TV with a second screen somewhere nearby, and more often these days that means a tablet.  More people are likely to leave home without their wallet or keys than without their phone.  The desktop computer and even the laptop is an afterthought – something with which we do work but don’t necessarily consumer media or interact with brands.

Here’s a nagging thought to keep in mind.  Click through rates on mobile ads are awful – even worse than the pitiful rates we see on banner ads.  If it weren’t for the “fat finger” effect (people hit ads accidentally), I suspect these rates would be even worse.  How are you going to overcome that?  Have you been experimenting with mobile search and learning what makes it different from web SEM?  Maybe now is a good time to do so.  Is your site optimized for mobile access?  Maybe we should chat?

Working backwards to the web isn’t really working backwards.  It’s a forward look into the future.  Thoughts?

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