Search engines like Google and Bing have crossed the halfway point—the majority of their traffic is coming from mobile devices. The Meridiansix portfolio sees about 40% mobile traffic. More mobile devices are sold everyday and mobile traffic is poised to be the 2/3 majority format for internet consumption.
What does that mean to you? Your website will have to become responsive to mobile. This is a layer of additional programming that automatically detects if a user is on a mobile device and reformats your website on-the-fly into a mobile friendly, one column layout. None of our older websites are responsive to mobile and now need to play catchup. Our new websites are responsive unless a client feels strongly against it—it does typically adds 20% to website development costs. Google has gone as far as to penalize non-responsive sites by decreasing their search engine rankings—it’s a big deal.
Mobile marketing isn’t following the same curve. Mobile ads have click-through rates much lower than desktop ads. This seems to indicate that mobile devices are being used for specific information. When you have a question, the answer is literally in the palm of your hand. Ads in this situation infringe on the already small screen and can be an interference—more annoying than effective. Desktop traffic is slightly more leisurely and exploratory; people might be browsing for browsing’s sake. With a larger screen, it’s more immersive and enjoyable, and your ad has a better chance of getting clicked.
If you are budgeting your internet marketing dollars, consider NOT spending money to have your ad show up on mobile devices. Save those dollars for something else, at least for now.
BREAKING NEWS: MOBILE NOW AT 60%—GEEZ, WHAT’S FOR DESSERT?