Every business, whether e-commerce or brick-and-mortar or product- or service-based, needs to have an online presence in today's market. In addition, websites and marketing campaigns need to be suited for both mobile and desktop applications.
Before you ensure that your marketing campaigns are tailored for mobile and desktop, you first need to understand the differences between the two. Below, 13 members of Forbes Communications Council discuss the biggest differences that communications professionals should be aware of and how to tackle them.
Forbes Communications Council members share their insights.
Photos courtesy of the individual members.1. Build And Test Messaging Separately
Ad creative works differently on mobile versus desktop. Shorter ads score higher attention and lower dropout rates on mobile. Desktop ads achieve higher attention and emotional scores. Mobile has a unique ability to be relevant or irrelevant because the device is in the hands of a person in a specific place or task. Bottom line: Build and test messaging for mobile and desktop, separately. - Max Kalehoff, Realeyes
2. Use Mobile Platforms Thoughtfully
Mobile is still seen as a more personal space when it comes to marketing, so comms professionals want to make sure they are using the platform thoughtfully, are succinct in their messaging and are only using the mobile platform for content that is timely. - Lisa Parcella, Security Innovation
3. Be Creative With Messaging For Mobile
The majority of mobile marketing comes with specific parameters that marketers need to be aware of. For example, there are often limitations on the number of characters that can be used, which means you'll need to be creative with messaging. Wordsmithing is a must-have skill in this arena! - Jenny Beadle, Woodie's Wash Shack
4. Cater Experiences To Behavior Types
Consider the device. A person on a mobile device is likely making a more serious buying decision than someone on a desktop who is "browsing." With that said, cater each experience between mobile, tablet and desktop to that type of behavior. Make mobile experiences compact and easy to act on. Desktop experiences should have more text and larger, more detailed graphics. - Greg George, Maverick Solutions LLC
5. Consider Less Space On Mobile Screen
Fortunately, most websites today use responsive design. Whether you're on a desktop, tablet or cell phone, they adjust along with the user. When it comes to mobile marketing, you should remember that there is much less space on the screen. Prioritize what is shown so that it aligns with your highest priority business goals. And keep the user experience in mind: Be easy to do business with. - Angela Copeland, Recruiter.com
6. Focus On Being Mobile-First
Today, in 2022, more than 40% of all purchases are made on a mobile device, according to eMarketer. Mobile commerce will soon overtake e-commerce, and it should. Mobile marketing needs to direct the calls to action and the ultimate goal (a purchase, brand awareness, etc.) to be achieved on a mobile device. Being mobile-first is key. - Brad Sivert, Tavant
7. Tailor To Optimize Speed And Quality
Image quality and text appear differently on mobile phones and desktops. Some browsers work better with one as opposed to the other. Make sure you tailor your messages to optimize speed and quality. The size of the images and text will be different on each, so make sure you tweak it on either platform to get consistency. There needs to always be a throughline and branding congruency. - Preity Upala, The Omnia Institute
8. Make Value Immediate And Apparent
You are engaging in a personal space. The value must be immediate and apparent. Put on your very best customer experience hat before hitting that send button. - Mollie Barnett, The SMART Co.
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9. Know ROI And Plan To Spend Accordingly
ROI can differ by device. For some businesses like ours, we have seen a significant and measurable difference in converting business from desktop devices when compared to mobile, and that influences how we market our speaker booking services. Know your ROI by device and plan to spend accordingly. - Jennifer Best, AAE Speakers Bureau
10. Provide Valuable Info In Concise Format
Mobile marketing must provide entertaining or valuable information in a concise format. People will often give more time when on desktop, but on mobile, your company is always fighting against the desire to swipe to the next message/screen/profile. - Kurt Uhlir, Showcase IDX
11. Ensure Messages And Visuals Are Consistent
The user experience of discovery, navigation and path to purchase are the biggest differentiators between desktop and mobile marketing. In order to maintain brand cohesion, communication professionals should ensure their messages and visuals are consistent across all digital platforms—including websites, email and social media. - Jamie Gilpin, Sprout Social, Inc.
12. Optimize For Time And Attention Span
What distinguishes mobile from desktop marketing is the user’s attention. When people use their mobile, they just don’t want to focus on specific content. That’s why professionals must apply content strategy to attract the user’s mind in less than 30 seconds. When people use PCs, they usually have more time to spend online. So, professionals can strategically choose blog articles or longer videos. - Jacopo Paoletti, CreationDose
13. Don't Send Too Many Push Notifications
Most people have text notifications turned on but not email notifications on mobile. If you send too many push notifications, you will be considered spam and will be blocked. Currently, there is no spam folder for push notifications (though I believe there will be in the near future). Be very mindful of what you send out and how often. It is the difference between feeling tended to and spammed. - Shirin Etessam, OML TV
