Is your Brand actually ready for Mobile?

mobilegeddon and responsive design impact

It is no rocket science to say that in the last one decade, technology has changed a lot of things around us and in effect about us. With mobile (or mobility) being the most critical catalyst in this ultra sonic evolutionary shift in human behavior, there are few aspects of this evolution worth talking about.

First, Mobile, which was an object of desire till a decade ago, suddenly became the oxygen for the entire human race which continues to find ways (in the form of apps) to increase their dependency on it.

Today, from the most trivial and mundane tasks to the most advanced events are initiated, controlled & monitored by mobile devices.

Having said that, instead of restricting, the 4.5 inch (and now continuously increasing) screen size has opened the imagination of millions around the globe. Thanks to Apple iOS & Google Android who allowed the age old graphic designers to re-invent themselves into a UI/UX specialist.

App developers added more fuel to this fire by making the most of various possibilities offered by Android & iOS platforms and flooding the app stores with millions of apps.

In a world, where people’s life depending so much on connectivity and mobility, how can Advertising be left behind? But unfortunately, the ad world did not evaluated the applicability, marketing viability and other connected pros and cons of the medium before starting to weave advertising around it. After all, the ever increasing number of mobile devices were adding more “premium” eye balls to their excel sheets (in effect more marketing dollars) at a never seen before pace in the advertising history.

However, it is logical to follow the eye balls, the ground work was missing before going bullish on the advertising part. In many ways, mobile has not gone through a proper curve of evolution, purely from Advertising standpoint. There were too many things happening in too little time duration in the name of innovation. Advertisers were only listening to newer terminology in every Adtech or Digital Media seminar which was making it increasingly difficult to define any strategy for the short term.

On one side App developer and advertising community were pushing the OEMs to increase screen sizes of their devices, due to which 5.5-6 inch phablets are now on their way to become a de-facto in the smartphone world.

There was little change from an audience experience standpoint which becomes the party spoiler in Mobile Advertising.

Brands are not responsive to Responsive Web

#Mobilegeddon - Google goes strict on experience on mobile browsers

In its last major search algorithmic change aka “Mobilegeddon”, Google made it absolutely crystal clear that they are serious about delivering great reader experience on the mobile browsers. The change was more of a warning to brands and corporates who’ve not spent enough energies in making their websites responsive.  (Read : Google will punish you if you don’t have a mobile website )

To check if your website is mobile responsive, visit Google’s Mobile Friendly Test Tool.

Akamai report on responsive web

In a post outlining his research, Akamai’s Guy Podjarny presented the information that Barry expressed hope about getting from Google. Akamai’s figures showed that just 18.7% of a list of 10,000 top-tier web sites is responsive. The percentage decreases in proportion to the traffic the site gets.

When it comes to the top 100 sites analysed, only 11.8% of these sites use responsive web design.

RWD-over-time-akamai

Brian Klais of Pure Oxygen Labs did a similar analysis in 2013 with the Fortune 100, and found that only 11% of them are responsive. That number has likely increased in two years, given the rate at which webmaster have been adopting responsive web design.

Although adoption in practice isn’t nearly as high as Google’s unscientific survey would suggest, responsive sites are growing quickly, to the point where they are now catching up with separate URLs as the dominant mobile site configuration method.

site type on mobile

Sites with separate URLs for mobile and desktop (“Mdot”) were found 21% of the time in Akamai’s study, and responsive web design (“RWD”) was right behind with 17% of the total. A specific breakdown of dynamic serving and not-mobile-optimized wasn’t provided — together they with totalled 62%.

Despite such strict measures by Google in their webmaster algorithm, the ratio of Responsive Websites have not gone up significantly.

Clearly, using mobile advertising in your marketing mix is not a viable option till you are delivering 100% responsive experience on your brand’s landing page / corporate website.

Digital Case Study – Maruti recreates the National Anthem in #DZire2Unite

Pre-Launch-Anthem-dzire2uniite

Digital Case Study

#DZire2Unite –  An Initiative by Maruti Suzuki

The youth of today is eager to unite for a cause. A recent example of the same was when everyone used rainbow filters on their Facebook DP’s on the legalisation of gay marriage in USA.

There are also certain things that every Indian youth holds close to his heart. For example, our National Anthem has an emotional connect with the people and it still gives goose bumps to every Indian, each time they hear it. Our National anthem is such an important symbol that it has been rendered afresh by bollywood Actors, Music celebrities and artists like AR Rehman etc.  And now, the crème de la creme of the music industry consisting of 11 of the country’s best musicians will collaborate to recreate the national anthem.

However, it is easy for stars and big names to recreate the national anthem.

Maruti (along with Talenthouse) discovered that if the same opportunity was presented to the passionate artists of our country, they would put in their heart and soul to do the same. Hence, this Independence day, Talenthouse created a short contest and opened it to its database of filmmakers, singers, actors, directors etc. And the response was phenomenal. We received around 200 musical compositions and scripts, recreating the national anthem. The top five were the most moving.

This artistic desire to unite through the national anthem resonated with the brand ethos of Maruti Dzire, who celebrate this desire and passion in people. On the occasion of 1 million Maruti cars being sold, the brand decided to support these young passionate artists by pitching in.

Our young artists recreated the anthem with great enthusiasm. For eg. Raghav Mehta is the young composer who has worked for talenthouse projects like Nerolac, Axe etc and Harpal Singh is a young film maker who has directed for several Talenthouse projects like Horlicks etc . These two artists have been living with the Desire to Unite Anthem plot for the last two years waiting for it to see the light of the day. Given the chance, they’re all set to release.

This Independence Day, Maruti & Talenthouse will release the national anthem recreated by these young passionate artists and encourage people to like and share it.