I was reading an article by one of my heroes, Holly Buchanan a true pioneer in marketing to women. Holly posted her predictions for marketing to women for 2013.
Well wonder of wonders! check this quote
I’ve been saying this since 2005, but this trend shows no sign of slowing down. Women will continue to shop, do research and interact online.
Your website, email, social media and mobile strategy should be at the core of all of your marketing efforts. The experience she has with your brand online will be a key factor in how and whether she does business with you on or offline. She is expecting to get the information she needs, when she needs it. Too many brands still fall down on the job with their online customer experience.
I think we all pretty much knew that. Like Holly, I have been saying for years that you have to be marketing to brides online. Now the question becomes, HOW are they accessing the internet?
Here is some information from a Pew Research study:
Almost nine in 10 (87%) use internet or email on their smartphone, while two-thirds (68%) use it to go online on a typical day and one-quarter mostly use their smart phone to go online.
This doesn’t mean they have abandoned their desktop or laptop, they just aren’t chained to it. Thanks to smart phone, they research the internet whenever the thought strikes.
So, we know that the experience a bride has on your website is often key to whether she does business with you and we also know that she will be accessing your website on everything from a large screen monitor to a tiny smart phone in the palm of her hand.
How does your website measure up to this vast potential?
You will also notice from the Buchanan quote, that she is expecting to get the information she need when she needs it. What’s more, she want to be able to find the same content no matter where she looks in a way that is easy to use. The best solution we have today is to build a mobile-responsive website rather than have a variety of sites (Flash, HTML, mobile)
Let’s look at one more article. This one is from Josh Byers, writing for one of my favorite sites, copyblogger.com. In it Josh discusses why you should have one website that performs well on any device, from desktop to smart phone.
Mobile users will do anything & everything that desktop users will do provided it’s presented in a usable way. Assuming people on mobile “won’t do that” is a losing proposition
If you’re not designing and developing your entire site with mobile users in mind, it doesn’t really matter if you employ a responsive design, or have a separate mobile site.
Data consistently show that mobile devices, mobile usage, and mobile purchases continue to rise at an enormous rate. This data also suggests that this trend will not slow down in the future, but only pick up speed.
To be successful on the web you must begin your process with a philosophy that puts mobile first.
Mobile responsive design is then the natural outflow of this process.
Is your primary marketing tool ready for today’s bride?
If it isn’t, drop me a line and I can fix it!
Still think mobile responsive isn’t that important? The New York Times doesn’t!