We all hear about responsive design. But as a marketer, sometimes we are only focused on the specific tasks, such as creating content, developing email campaigns, building links, and updating social media networks. The fact of the matter is, if you or your clients do not have a responsive design in place, then all of the online marketing strategies we implement will not bring the full potential of results.
This post will cover the points you need to make to your boss or your clients when it comes to adding responsive design into the marketing mix.A Quick Rundown of Mobile Statistics
So how does mobile play into content, email, search, and social media marketing? Here are just a few of the stats.60 percent of Internet access is made on a mobile device. (InMobi)51 percent of emails are now opened on mobile devices. (Litmus)The majority of mobile consumers use search in the shopping process. Forty-eight percent start on search engines. (Google)70 percent of mobile searches lead to action on websites within one hour. That's assuming that the website is mobile-friendly, otherwise 40 percent will choose another result. (iAcquire)60 percent of social media time is spent on smartphones and tablets as opposed to desktop browsers. (Business Insider)
What do these statistics mean? They mean that every aspect of our online marketing efforts – content, email, search, and social – is affected by mobile. People are reading content, opening emails, performing searches, and engaging with brands on social media – all on their mobile devices.
If statistics do not convince you that getting mobile-friendly with responsive design is important, then hop into your Google Analytics and go to the Mobile Overview in the Audience portion. Chances are, if you do a traffic comparison between this year and last, you'll notice that your mobile users have grown, potentially significantly.