Blog | Marketing Madness | Website Wizardry

Targeting a Mobile Audience

24/04/2012

The world of internet browsing is changing and in order to keep up, you need to know how to adapt to target the right audience.

Since more and more consumers are using their mobile devices to browse the web and find information, business websites, which were originally designed for desktop needs, must now be optimised for mobile browsing.

Targeting a mobile audience

The mobile user is a different beast from traditional desktop users. they want things faster, more streamlined and without added distractions.

Your pages need to be neat and tody, with menus easy to navigate but without overwhelming the page.

However, the layout of mobile web pages is not the only concern for companies.

Mobile Browsing Vs Desktop Browsing

Mobile browsing has an impact on a business’ SEO strategy. This is because mobile browsing is targeting an alternative audience – mobile phone users rather than desktop browsers.

When a person searches for something on the web, the search engine ranks relevant web pages that will be returned to the user. There are many factors to this web ranking. When a mobile phone is used to search for something, a similar process is employed to show relevant web pages to the user.

The difference here is that companies want their mobile web pages to be linked to mobile searches rather than their desktop site. They achieve this by creating a mobile sub-domain for mobile web pages.

Mobile Optimisation

Mobile optimisation entails a few key steps which include determining features that are necessary for the web pages, determining the target audience of the mobile site, and removing unnecessary content (anything that will not be very useful to mobile users).

The second step, determining the target audience, can be tricky because mobile browsers and desktop browsers may not seem very different at first.

However, people looking through websites via their home computer or in on the office computer probably have a different purpose for web browsing compared to those who are using their phones to look at internet sites.

Many mobile web browsers are probably out and about and will not have the luxury of time to browse lengthy pages.

In designing a site for the mobile audience, it is best to keep the layout simple and easy on the eye. These people are also likely to have slower internet connections so it is best to ensure that the mobile page loads faster by removing large images and graphics.

The limited space of mobile pages due to smaller phone screens is also a consideration for mobile web page design. The page must be seen clearly and important features and applications must be immediately visible.

Mobile SEO

Mobile SEO optimisation techniques should also be considered by businesses. One trend that emerged with mobile browsing is the use of mobile applications. New mobile search portals are emerging with sites that allow individuals to indicate where they are. This means that customers can be targeted by their location and therefore, marketing can now be localised.

Companies should remember that they are targeting a different audience for their mobile pages. They must be guided by this principle when they design the layout and create the content for their mobile sites. Marketing strategies must also be adapted according to the needs of mobile web users.