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The truth is, the desktop is still extremely relevant. Every day, there are people who spend 8 hours of their day working on a desktop computer. Whether you are in the B2B or B2C sectors, creating a dual marketing campaign to effectively reach these people on both platforms could have a heavy impact on ROI.
How, you might ask? Consumers use mobile and desktop platforms for different reasons.
For example, think about how you use each of these platforms throughout your day. If you are just looking to pass the time in the morning you might scroll through your social media feed on your phone. This is where you might learn about a company through an ad. However, if want to conduct extensive research about that company and their product or services before making a purchase, you might be more inclined to do so on your desktop.
Of course, this is just one example, but there is no denying that both of these platforms serve a significant purpose and can be used to capture your audience's attention if done correctly.
Here are the fundamentals to consider when creating an awesome dual marketing campaign:
Timing:Research shows that mobile users are more active in the mornings (6:00 AM - 9:00 AM) and the evenings (6:00 PM - 11:00 PM) and desktop users are more active during working hours (9:00 AM - 6:00 PM). Either way, consumers are on one of these platforms for most hours of the day and your company needs to be creating optimized content for both.
Space:
Due to limited space, with mobile-optimized websites remember that less is more. Content should answer consumers main questions quickly and have limited CTAs that are in priority order to the business.
Simplicity:
As mentioned before, we use these platforms for different reasons. Most mobile usage is done on the go, waiting for the time to pass, lying in bed, etc. Marketers have a very small window to catch the consumers attention. For this reason, the content created for mobile needs to be SIMPLE. Simple to engage, simple to share, simple to purchase, simple to learn more, with as few steps as possible.
Aesthetics:
To no surprise, the better something looks, the more people are drawn to it. While this may seem like common sense to some, many companies still make the mistake of not differentiating their photo orientations for mobile and desktop optimization. For future reference, use landscape-aspect ratio for desktop and portrait-aspect ratio for mobile.
User Preference:
Without a doubt, the number of purchases being completed from a mobile device is on the rise. However, numbers show that 37% of people are still using their desktop computers to make final purchases. This proves, once again, the significance of being optimized for both channels to prevent hindering your ROI.
Mobile-first might be your companies strategy, but don’t make the mistake of undermining the significance of desktop interface as it still has a huge impact on your business’s success. If your business needs help creating a dual marketing campaign or a mobile-optimized website, reach out to Marketing Eye for a free consultation today.
