The growth of mobile devices in the U.S. is astonishing. A recent Marketpath article states that “currently, more than 58% of American adults own a smartphone and almost 60% of all website traffic stems from mobile devices. In fact, there are currently more mobile devices on earth than there are people. And every month mobile usage continues to grow, so every month more and more prospects and customers will view your website from a mobile device.”

With mobile usage continuing to surpass desktop as the primary tool that audiences use to access online information, many marketing professionals are of the “mobile-first” mindset. That doesn’t necessarily mean that desktop marketing doesn’t continue to have value in connecting with consumers, especially in the e-commerce space.

This begs the question, “As an owner, where should you focus your marketing efforts?”. There are definite advantages and disadvantages to both. For example, mobile strategies tend to be more successful when it comes to consumer engagement, but the size of the screen places limits on your ability when it comes to creativity.

It stands to reason that a large desktop display enables you to showcase your business more effectively. On the other hand, mobile devices make it easier for consumers to focus their attention and respond to your marketing messages.

With so many ways for consumers to search, you need a team like FineView Marketing that has the expertise to understand how to balance your marketing strategies and gain the best results for your business.

Let’s take a closer look at the key differences between mobile and desktop marketing.

The Major Differences Between Mobile and Desktop Marketing

Content Length and Type

Content that works well for desktop may not be right for a mobile device. With mobile usage, you have a limited window in which to get your point across. People use their mobile devices while standing in line, waiting for an appointment, or as a quick break from work. Do not opt for long-form content.

Your content should be simple, engaging, and easy to consume. It should be easy to share, and contact information should prepopulate quickly to make purchasing painless.

Stages of The Buying Journey

It’s important to align communication channels with the buyer’s journey. Mobile devices are used largely as a research tool in the discovery phase of the buying journey. Graphic and video content is essential to engage the buyers and make them want more.

You are more likely to gain a lead or have a buyer complete a purchase on a desktop.

User Intent

A consumer searching for your product or service on their mobile device likely has a different intent than when they are at their desktop. Searches focused on immediate need are far more common on mobile devices than on desktop. In fact, immediate need can often outrank brand loyalty. If you offer a service, be sure that you’re present in search results for users who want on-demand services.

Desktop searches, on the other hand, focus more on complex or open-ended research. For example, a mobile search could be, “Where to buy protein bars nearby.” A desktop query might be open-ended and less likely to indicate immediate need as, “Which protein bars have the least grams of sugar?”

Enhanced Speed and Ease of Use

Don’t think of mobile as a scaled-down version of desktop. On a larger desktop screen, it’s acceptable to fit in several calls to action. Too much of that information on a mobile screen is busy and distracting.

Think of mobile as its own channel. A mobile device should showcase only one actionable item at a time. This is the occasion for less is more. Calls to action should be placed vertically in order of importance to your business. Like/share on social, form fill, or any other action should include shorter, more impactful content. Enhanced speed and ease of use can improve user experience and drive conversions.

Geolocation Targeting

An individual’s geolocation can play a key role in delivering targeted content. It’s often used to target users looking for nearby stores and services. Mobile geotargeting can aim for a specific zip code or even a parking lot. With desktop marketing, this is not always possible.

Responsive Web Design

Marketing assets and content are experienced differently on phones and desktops. Given the increasing use of mobile devices, it’s critical that marketers develop responsive web pages with mobile devices in mind. Pages should resize automatically on phones or tablets, and the interface should be designed and tested to ensure that images fit on the screen and that forms and buttons are easy to use.

Opportunity for Immediate Dialogue

One of the major differences between mobile and desktop marketing is interaction. It’s important to remember that when mobile consumers are engaging with your message, they are holding a camera and a microphone. This enables immediate dialogue. Start a conversation by asking questions, or you can encourage them to contribute to a hashtag. You’ll gain valuable customer feedback that will improve your marketing efforts.

Good Timing

People use their mobile devices at all hours, whereas desktops are generally used during the business day. Remember, different times are associated with different mindsets.Your timing will not be the same when reaching out to a consumer as opposed to selling to a B2B. If you want to connect with your audience at the right time, learn their day-to-day patterns.

Bottom Line

Your best option is to use both mobile and desktop marketing. Most of today’s consumers practice “multi-screening” across different devices. Content should remain interchangeable for both mobile and desktop even if the design is displayed differently for user experience. Digital marketers should practice quality testing across devices to make sure the experience is cohesive and stays on top of consumer habits.