Digital First vs. Mobile First: Why It's Important to Know the Difference

June 29, 2020

It doesn't take a marketing genius to realize that we live in the age of digital. If you're reading this, chances are, you've moved beyond direct mailers. Digital marketing has been the preferred method for marketers since the early 1990s. But digital marketing is more than just having an online presence. In fact, in today's market, digital-first is not enough.

According to a study by Pew Research, approximately 27% of adults do not have the internet at home. Of those, 80% say they have no interest in getting an internet connection. Why? Because a smartphone can do everything they need. When it comes to marketing, this has a big effect. 46% of all smartphone users prefer to use their phones to access the internet over any other device. As for desktops — in 2013 53% of adults said they used their desktop or tablet as their primary device. Now, that number is down to 30%. So how do you engage users in a mobile-first world?

Humans are mobile and we need to adapt. The era of the smart phone and tablets has dramatically shifted user behavior away from desktops. Users are spending more and more time on mobile and it's important to recognize this in your digital marketing efforts. We've all visited a website on our mobile devices that was difficult to navigate. Pinching to zoom and endless scrolling due to non-responsive web design can leave users frustrated. The practice of responsive web design is an approach where the design and development respond to the user's screen size, platform, and orientation. The goal behind responsive web design is to ensure that your site is functional and shows clearly across all devices.

Gone are the days when you send out one message, hoping to attract a few customers. Now, in order to set yourself apart, the goal is to make your campaign feel personal. This means your campaign should be designed to work on multiple platforms and reach all touchpoints. Remember, what may be appropriate for Facebook is probably not a good fit for LinkedIn. And a picture that looks great on a laptop may become skewed or too hard to read on a smaller device. An experienced marketing team can help you create a campaign that is designed to reach your ideal audience.

Today, many big-name companies have shifted to a mobile-first approach. Take Target for example. Not only can you use the Target app to load coupons, pay for your purchase, and shop online, the app is the only way users can access the retailer's drive-up service. Then there's Starbucks. The coffee shop allows customers to earn rewards and pay for purchases directly through their app. In 2018, mobile orders made up 13% of the company's revenue. The company also saw a 14% increase in active rewards members.

As more and more consumers rely on their smartphones to make purchases and search for services, it's important to take action to make sure your customers can find you. Beyond that, you want to make the whole experience easy and enjoyable.

Creating an effective mobile-first marketing campaign doesn't have to be hard, but it does have to be done right. At excelerate Digital our job is to make your job easier and help you attract your target audience. Our team will work with you to create a marketing strategy that best suits your business needs. With regional offices throughout the US, we know what it takes to reach both a local and national market. Ready to learn more? Our team is ready to help you transform your marketing approach. Contact our team at 866-530-2729 or visit us online to talk to one of our team members and schedule a free consultation.