PWA & AMP: Shaping The Future of Mobile

By Jamie Fuller

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Marketing, at its most basic, is the attempt by advertisers to get their message in front of consumers’ eyes.

Or ears, for those of you that listen to podcasts (or remember a thing called radio).

The point being, marketers are generally on a never ending quest to find out where those eyes and ears are going to be. These days, marketers are finding them through mobile devices because, let’s face it, that’s where we’re spending most of our waking hour.

But mobile isn’t just a new medium that broadcasts to a passive audience. Mobile users want their experiences to be dynamic and interactive. More than that, though, users want these experiences to be fast proven by the fact that 53% of users of mobile users leave a site that doesn’t load in 3 seconds!

For better or worse, mobile has raised our expectations of the online experience, and for marketers the challenge has become twofold. Yes, they need to meet people where they’re at. But they also need to give them what they want, and quickly, if they hope to hold consumers’ attention.

Let’s take a look at the state of mobile and what to expect in 2018.

Mobile is as Mobile Does

For the most part, mobile apps have been the way to people’s hearts—85% of time spent on a mobile device is spent using an app. This is the kind of statistic that raises eyebrows in the marketing world. Apps are where customers focus, so apps are how we will get their attention.

But think hard on this stat for even a second, and you realize it’s kind of silly. It’s like saying 100% of automobile passengers spend their time sitting down. Of course they do: that’s how you ride in a car. So, of course mobile users are using apps—that’s how you interact with your device. But they’re not the main attraction.

The real allure of smartphones and tablets isn’t the mobile apps. It’s just because they’re mobile. Research shows that 60% of all search queries are made from these devices.

When people aren’t entertaining themselves with a fun app, they’re using their phones as tools to find information.

This is why Google announced its algorithms would start prioritizing mobile sites in their results, likely beginning in 2018. This should be important information for marketers, for two reasons.

First, pretty much every business has a website. If it isn’t mobile-friendly, your search rankings will suffer. Second, even using an app starts with a search most of the time. This could be because someone is explicitly looking for one—”best iOS meal planning app” or “Android apps for task management.” But even a web search for “good pizza near me” can end up in a download for ordering a delivery.

In all cases, we want to find what we’re looking for quickly, without obstacles, and in a way that’s easy to use on our devices. This drive to improve and refine the mobile web experience has been constant since the first time a <a target="_blank" rel="nofollow" Go to the full article.

Source:: Business 2 Community

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