Optimizing for Mobile Pushes All Right Buttons

We are a society that loves to have everything at the push of a couple buttons. This is why it is pretty difficult to find someone without a smartphone these days. In fact, 91 percent of adults have their mobile phone within arm’s reach and, by 2015, 81 percent of U.S. cell users will have smartphones, according to SlickText.

Screen Shot 2013-10-27 at 10.39.43 PMPhoto Courtesy of SlickText

As public relations professionals, it goes without saying that it is immensely important to consider people might be using their mobile phones to access information about our clients, including their websites, reports, blogs and press releases. If these are difficult to access or read on mobile devices, it might turn target audiences away from wanting to know more. As a result, this could lead to the loss of potential customers and stakeholders for your client.

Lucky for us, if we are aware of the impact this might have, we are able to learn how to employ this strategy for our clients. Search Engine Watch blogger Lisa Buyer suggests several ways to accomplish this in her July 2013 blog post.

  • Make sure the website and blog are mobile friendly. If they aren’t, you might be losing consumers. Make sure the website or blog loads quickly, is easy to navigate and offers easy access to business information, such as directions and contact information.
  • Make it easy to find your most recent content. If you want customers, stakeholders and members of the media to know the most recent news about your client’s brand, make it simple to find. Put it front and center on the mobile site.
  • Provide access to media contact information. If journalists or bloggers are visiting your site, they might want to cover the company or organization for a story. You can imagine this might be difficult if they cannot find a contact number or email via your mobile site.
  • Optimize mobile with hashtags. Hashtags provide options for searching for your brand or industry. According to a survey by RadiumOne, 43 percent of hashtags are useful and 34 percent use them to search and follow categories and brands of personal interest.

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Photo Courtesy of SEO Outsourcing Chick

Optimizing your client’s content and website for mobile can be highly beneficial. According to SlickText:

  • Four of five consumers use smartphones to shop
  • More than 75 percent of mobile users respond to mobile-optimized sites when making purchases
  • 79 percent of small businesses feel that mobile sites boost customer engagement
  • Nine of 10 mobile phone searches result in a purchase or visit
  • 50 percent of travel or restaurant mobile queries result in a purchase
  • 71 percent of mobile browsers expect Web pages to load almost as quickly as or faster than Web pages on their desktop computers
  • 74 percent of consumers will wait five seconds for a Web page to load on their mobile device before abandoning the site

PR professionals can employ other mobile tactics in their campaigns, such as text coupons and discounts. The options will continue to grow as technology evolves.

Have you considered mobile optimization for your campaigns? What are some mobile optimization best practices?

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8 Responses to Optimizing for Mobile Pushes All Right Buttons

  1. Leila O'Hara says:

    I think mobile optimization is the future of social media. In our constantly on-the-go culture, more users are checking social media through mobile apps like Facebook, and Twitter, and if your website is not optimized for mobile devices, you could be losing a huge potential target audience.

  2. Mackenzie Keller says:

    Although our client, Cecilia Marquis, would not typically require a mobile website, it could be a good idea for a variety of reasons. If she is pushing out a link to her website from social media, it would be wise to create a mobile site because social media viewers, especially Twitter are predominantly mobile viewers. Also, it would make sense for the rising use of tablet users. Professionals on the go, like hiring executives at MLB, probably have an iPad or tablet that they do work on, and having a liquid frame for your website allows an easy transition from mobile to tablet to full-frame.

  3. Janslle Ong says:

    Our team has considered mobile optimization, but that is something we would recommend to our client due to the short amount of time we have with them this semester. I think to have a great mobile app, companies need to make it visually appealing, easy to navigate and lots of interaction. This is because most people have a short attention span, if it can’t capture their eye in 5 seconds or less, the customer will move on to a better and faster site.

  4. Fernando Aguilar says:

    There is no doubt that, as fast as technology moves, mobile optimization of projects is critical. The designs must be created according to different platforms and devices. This is key in the success of a communications campaign involving mobile tactics.

  5. Maja Cakarun says:

    Optimizing clients website for mobile is not only beneficial, but I would say, it is a necessity. As mentioned in the text, using mobile phone for Internet connectivity has become very prevalent in the past few years. Honestly, I can hardly think of someone who doesn’t own a smartphone. The only doubt is whether to buy iPhone, Samsung Galaxy or HTC One. I strongly agree with Lisa Buyer’s tips, I would just add to the list — not make it too text heavy.

  6. Tessa Kay says:

    Personally, I think you made a great point about mobile sites and usage. So many people have smartphones and it is your hand-held access to the world. Currently, we have not thought about mobile usage when talking about our client’s website but we have expressed how important social media is.

  7. Ashley Provenzano says:

    For our campaign we have considered using mobile optimization such as hashtags, QR codes and a mobile website. Our target audience is ages 11-15 which use these devices frequently. I agree that it is extremely important for companies and agencies to create a mobile-friendly site. This will have an effect on stakeholders now, and will only grow, becoming a larger effect in the future.

  8. Katherine Becerra says:

    Optimizing online content for mobile is extremely important. This being said, it has been my experience that many businesses haven’t made over their websites. The information provided in the posts you linked can be used to educate clients on the importance of mobile optimization.

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