July 30, 2017
Why Marketers Should Not Ditch the Desktop for Mobile
Not long ago, a report by Forrester confirmed what many digital marketers have been preaching for the last decade – mobile traffic will take over the desktop. In fact, Adobe’s retail report for the second quarter of 2017 revealed retailers will have higher traffic from mobile than from desktop. This doesn’t come as a surprise in the wake of mobile-first strategies which gained numerous following.
On average, there would be 5.5 billion people who will be on mobile devices for a wide array of reasons. This year will see the fulfillment of the long-awaited mobile revolution. Just because mobile gained much traction doesn’t mean companies can ignore desktop users entirely.
Leaders from the world’s most relevant e-commerce businesses agree desktop continues to be vital for any brand. At present, revenues share for desktop continues to be at 70 percent while mobile users generate only 20 percent.
During the global event Millennial 20/20 held in Singapore, leaders from various businesses had much to say about the importance of desktop for all brands. A representative from BookingSuite, a business in the travel industry under Booking.com, pointed out how marketers need to consider how consumers behave based on where they live.
According to Marielle van Gorp, customer experience should always be one of the factors marketers consider. Since the tech company under her focuses on travel, she offered a quick preview of consumer behavior based on geographical location. She referred to the desktop as “the largest space for customers” especially for those who live in Europe. While defending how useful the desktop is, she was quick to point out that a site should work well on different platforms since customers tend to use various devices, not just one.
Prasanna Veeraswamy agrees with her on the need to provide the best experience to consumers. According to KKday’s chief product officer, the desktop remains to be the company’s main focus during the planning phase. The company wants to offer unmatched visual experience to encourage more customers to purchase products from their site, and the desktop makes this possible. At the same time, desktop allows them to address errors before launching the site.
Uber also agrees with both e-commerce leaders. Uber’s APA performance marketing manager Astha Kalbag focused on the need to evolve while learning about a company’s relevant market. According to her, it’s all about the industry and the number of influence consumers has when making a purchase. These two things should be the main considerations for any company.
Uber has grown to be one of the biggest companies over the recent years, and they made a big break in the transportation market as a mobile-only application. While doing business, there has been a huge demand for a site accessible through a desktop. This prompted the company to create a desktop site for its consumers.
This backward-forward trend only goes to show digital marketing is not just about the latest technology. It’s also about building upon the most relevant platforms and systems. As for the 2018 outlook for online marketing, forecasts reveal significant spending on producing content. When it comes to this field, finding the right partner is a must. Check out The Hoth review if you want to plan ahead.