More than four in 10 (43 percent) digital marketers participating in a recent Econsultancy/Adobe survey selected mobile optimization as the most exciting opportunity of 2013.
As reported by MarketingCharts, the response rate for mobile optimization was significantly greater than those of other selections (marketers were asked to choose from a list) including social media engagement and targeting/personalization (which tied for second with 35 percent each).
In addition, responses in 2013 show how much the priorities and interests of digital marketers have changed in just one year. In 2012, results of the same survey showed social media engagement clearly held the interest of a majority of digital marketers (54 percent), with mobile optimization coming in second at 38 percent. Targeting/personalization was not mentioned in the 2012 study, but that year’s third-place interest, content marketing (30 percent), slipped to fourth place this year and lost almost half the number of respondents citing it as the most exciting opportunity (18 percent this year).
How to Optimize a Mobile Site
Like so many current tech buzzphrases, everyone is talking about “mobile optimization” but not everybody is talking about what it actually is or how a digital marketer goes about achieving it. In a July 2012 CMSWire column, Eric J. Hansen, Founder and CEO of SiteSpect and the chief architect of the firm's non-intrusive technology for multivariate testing, behavioral targeting, and digital marketing optimization, gave some concrete tips on achieving mobile optimization.
- Test, test, test — Common methods for running controlled experiments on both websites and mobile sites range from simple A/B testing to sophisticated multivariate testing. In A/B testing, one or more new versions of a page or single element compete against the original (control) version. Multivariate testing, on the other hand, is like running many A/B tests concurrently, where there are multiple elements being tested at the same time.
- Targeting your mobile audience — With mobile targeting, web marketers and analysts are able to test, measure and deliver the content, layout and promotional offers that are more effective for each category of mobile device, which considers more granular capabilities such as the following: keyboard type, screen dimensions and rotation support, cellular data network speeds, mobile OS and browser capabilities.
A Global Advantage
Mobile optimization also recognizes the explosion in the popularity of mobile internet access outside the borders of the US. As explained in a November 2012 Search Engine Journal article, in India mobile searches outnumbered static searches for the first time in August 2012, and mobile searches also became the most popular search method in China last year, as well.
Beyond the fact these are the two most populated nations in the world and have relatively tech-literate populations, part of the reason for mobile’s “explosion in developing markets is the lack of an extensive, reliable and affordable fixed broadband infrastructure.” And it’s rapidly growing in established global economies such as the UK, as well.