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Mobile Website - Is it Necessary?


We just left a client meeting where one of the topics of conversation was his lack of a mobile website (as it has been for the last 3 year).  Three years ago, when we examined his traffic coming from smartphones and tablets it was about 3%.   This year almost 35% of traffic was from mobile.    Yet, he still questioned whether he needed to spend the money on a responsive site.    Here is my take....

His Customer's Demand It.   

His customer's are on the go.   They are not sitting in front of their desktop all day.  They are multi-tasking and more often than not they have the cell phone with them.   They want a positive user experience with the site.  They have other options.   With his site, the navigation and visuals were so hard to see, it is no wonder his bounce rates were so high.     This was the first step in converting him to a mobile site. 

His Competitor's Embrace It

We looked at three competitors who all had mobile versions of their site.    As we told him, your consumer is just a click away from being your rival's customer.   The competitor's sites were so easy to navigate, click to call, etc. Once he stepped through the process on their website, the light was begining to go off in his head.       

His Business Suffers (if not now, in the near future)

While his business has still been robust, the data analysis and user interface discussions were starting to paint a picture of the future.   He needed a mobile site fast or he was going to start losing those valuable customers.   

Big Data or Big Headache?


Big Data.   These two words can send a shiver down your spine.   Access to real-time data has never been better.   Is this a good thing or a bad thing?  Let's explore.   

I am a big believer that data-driven, fact-based analyis leads to better decision making.  Too often, marketing decisions are driven by intuition as opposed to what the data tells us. With all of the information available, you can find yourself staring at a computer screen all day trying to interpret results.  The key is to identify what the actionable key performance metrics are for YOUR business.   Not what everyone tells you to track.   

Set benchmarkes and choose attainable goals.  What are you willing to spend to get a new customer?   What is a reasonable level of visitors to attain from a campaign?    What percentage of those visitors will convert into customers?  All of these questions and more will be answered when you embrace big data and metrics for your business.

If you would like to have a discussion on this topic, please feel free to call me at 312-640-0754.





The Connected Consumer


"I am going online to do some research."   How often did we hear that phrase in the 90's and 2000's. Times have changed and you need to adapt.  Your customer no longer goes online....they are always connected.   We are living in a multiscreen environment where most people have a cell phone within reach even when they are using another media device (TV, Laptop, Tablet).   From smartphones and tablets to laptops and television, over 90% of all media interactions today are screen-based.

More than ever, we now preach the need to have brand consistency in all forms of media.   When someone sees an ad on television, they often will use their phone to do more research.   Will they find the same messaging and offers?    When someone accesses your mobile site, do they get a pleasant user experience?    

If you are not ready for the connected consumer, you could be losing customers.    Reach out to Customore.  We can help.


The Video Explosion


Do you know what the world's second biggest search engine is?   Surprise.  Surprise.   The answer is YouTube.  When Google purchase YouTube in October, 2006 for $1.65 billion, there were many in the industry who thought they had overpaid (myself included).   

YouTube is now receiving more than 4 billion views per day with about 20% of those coming from a mobile device.   72 hours of video is uploaded every minute.   Those are astonishing numbers.    To put them in perspective, more video is uplaoded to YouTube in 60 days than the major US TV networks created in 60 years.   

So where do we go from here? Video is here to stay and we are seeing the benefits across our client base.  Engagement rates are up on sites that have video, video marketing  (once thought an annoyance) is now one of our primary lead generation sources.  The connected consumer expects video to be part of the equation when it comes to market research.    Are you video enabled or video challenged?    Time to get connected.