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.