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Turning Mirrors Into Windows

Posted by Jeff Davis on Fri, Jan 30, 2015 @ 03:41 PM

comScore reported in June that 60 percent of all online traffic now comes from mobile devices.

That is a 50 percent increase from the previous year.

Over the previous four weeks I have reviewed approximately 60 web sites for clients and prospective clients and none (zero) have a mobile friendly web site. So I asked them what their plans were to make their websites mobile friendly for their clients and their sales prospects. Here is a fairly typical response...

"Thanks so much for getting in touch. We did redesign our website a few years back and are currently happy with it. There are areas for improvement, but it isn't our priority this year or next year."

Ian Hartten is found of reminding me that we have "elected to join the fastest changing industry in history". At times I admit that it is difficult to keep pace with all the changes. But as digital marketers, it is our burden to keep pace. And "the very best marketing comes from observing consumer behavior and inserting your message into their behavior".

Everyone I spoke to believed people were using mobile devices to access the web, but all were shocked at the accelerated pace at which this phenomenon had occurred. Their decision to not have a mobile friendly website was not a conscious decision. It was a "sin of omission". They simply did not realize how fast this change in consumer behavior had come about.

Mobile web traffic was measured at 20 minutes per day in 2010. By 2013 it rivals the amount of traffic generated by desktop devices, almost a full two hours per day more than in 2010.

This represents the fastest adoption of a media device in history.

They didn't know because we hadn't told them. A large part of working in the "fastest changing industry in history" is sharing knowledge. Education. Its all part of the job.

Be sure and share what you learn with others.

"The whole purpose of education is to turn mirrors into windows." Sydney J. Harris

Topics: digital advetising, digital marketing, Mobile Marketing


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