Having a smartphone is like having a computer on the go. But there are key differences between desktop and mobile formats, and they extend beyond just screen size.
For marketers, reaching consumers effectively depends more and more on where they're spending their time. So should you be channeling your marketing dollars into mobile or desktop, or both? Before you decide, it's important to understand the distinctions between the two.
Below, six communications executives from Forbes Communications Council offer their insights on approaching mobile versus desktop marketing.
Clockwise from left: Charlie Riley, William Topaz, Jim Nichols, Adam Mai, Cody McConnell, Holly Chessman.
1. Not every pain point is solved by building an app.
Not every pain point is solved with an app. Understanding how your customers or prospects digest your information and purchase/engage can help you design a user experience that differs on mobile versus desktop. Building an app just for the sake of it when the same information can be found on a responsive mobile page may not solve a problem and can actually cause more frustration. - Charlie Riley, Lawley
2. It's all about time.
Time is a precious gift. People sit at a desktop for long periods of time, people on tablets are less sedentary and people on smartphones are on the move. As the device shrinks, the less time you will have to make an impression. The smaller the device, the more simple and direct your message needs to be. Attention spans and bounce rates are always a concern. Distill your message to its essence for mobile. - William Topaz, Anxiety.org
3. PC and mobile are measured differently.
The biggest distinction is in how PC is measured versus mobile. Third-party cookies are the PC standard, but largely don't work in mobile. Instead, brands rely on first-party cookie data, software development kits (SDKs) and ID-based measurement techniques. Cross-device graphs connect activity across devices. - Jim Nichols, Apsalar
4. Live assistance tools are used differently.
When customers are in the late phases of making a larger purchase, you must provide adequate live assistance tools. A chat and co-browse option is great for desktop, letting you quickly answer questions before a buying decision is made. But on mobile, chat can become more challenging. Folks are more likely to use phone together with co-browse to get questions answered before sealing the deal. - Holly Chessman, Glance Networks Inc
5. Your intended audience varies based on the device.
The biggest difference is the intended audience. Who are they and how do they absorb content like yours? Are they primarily using an 18-inch monitor to do their work, or are they glued to their mobile phone with a significantly smaller display? Knowing and understanding who they are and what they use is key. - Cody McConnell, Keller International
6. Usability is affected.
People who are on mobile do not have the same functionality as someone at a desktop. They are without a mouse to click to the next box and additional numbers are common. Marketers need to find methods to collect the same type of data on mobile as they do on desktop, but with much more ease. Marketers must simplify their campaigns as much as possible. - Adam Mai, Ad Exchange Group
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