How to Improve Your Mobile Marketing Strategy

Stephanie Walden | November 29th 2013 | Mashable.com

A catchy Facebook ad has sucked you in yet again — you’re just a couple clicks away from owning another completely impractical pair of stilettos. Except you’re on the go during this particular shopping spree; you’re navigating the site on your smartphone — and it just isn’t displaying correctly. Faced with the annoyance and a catchy Facebook ad has sucked you in yet again— you’re just a couple clicks away from owning another completely impractical pair of stilettos.

Except you’re on the go during this particular shopping spree; you’re navigating the site on your smartphone — and it just isn’t displaying correctly. Faced with the annoyance and inconvenience of having to zoom in and click on tiny links, and the difficulty of filling out a credit card form, you close the page in frustration — and likely forget about its existence. This scenario is the stuff of nightmares for businesses seeking to fully optimize their websites for all screen sizes.

In today’s society of instant gratification, people have short attention spans. They want the news in 140-character snippets, they want to shop with the click of a button — and they want infinite information accessible at their fingertips via smartphones and tablets. It’s easy for businesses to lose potential customers with a complicated, slow or inefficient mobile website. After all, if your business doesn’t have a viable mobile strategy, chances are that one of your competitors does, and that stiletto-hunting customer will go to them.

Throughout our Metrics that Matter series, we’re talking to marketers about the metrics they pay the most attention to and why. In addition to who is looking at your site, and how they’re navigating through it, it’s also important to take into account where they’re viewing your content — and mobile traffic, in particular, is a biggie.

In an increasingly mobile world, there’s more than one reason why it’s crucial to keep an eye on your website’s mobile traffic. Below, we take a look at some of the most common reasons why this metric is an important piece of your overall analytics efforts — and what you can do to optimize your marketing with this knowledge. Read more