By Paul Morris
Mobile rocks. Of that I have no doubt.
Mobile search now accounts for circa 20% of most companies search volume (clearly it depends on what vertical you are in, the technical and mobile adoption you have, etc) and by the end of this decade I believe mobile search will have surpassed desktop search.
However ‘push it down my throat and spank me with a wet fish to reinforce the message’ mobile folk should not sound the death knell of desktop. Articles such as those on Driving Sales saying things like mobile is the “first, second, and preferred way to use the Internet” are often there to gain column inches (I’m not trying to diss the writer by the way as actually his thread of building digital strategies for a multi platform society is bang on and worth a read). I’ve also read other irritating comments such as people expect the same experience on a mobile as they do on a desktop. I disagree as it is not always possible to give that kind of experience and anyone who says that has not worked in enough sectors/ verticals.
Many people do not want to do everything on a mobile. You cannot do everything on a mobile easily. Sometimes it results in a better outcome in a quicker timeframe if you do stuff on a desktop. This will always be the case. Period.
The purpose of this post is not to belittle mobile, rather show how important mobiles interplay with desktop is.
As highlighted by the above diagram (25% & 22% stats) from emarketer mobile plays an important role in stimulating desktop search and engagement (amongst other things) and will continue to do so for decades to come.
As a result of the interplay between mobile and desktop I have coined a new phrase (I’m loving wanky acronyms at the moment after writing recent articles on ROPO and Reverse ROPO) – ROMPOD. It stands for Research On Mobile Purchase On Desktop.
Rather than trying to build the same experience on a mobile as to that of a desktop; marketers should understand the interplay between all channels, particularly in this case between mobile and desktop, and optimise that journey. They should also ‘simply’ focus on making the experience on mobile (or desktop) as good as it could possibly be for their target market (clearly taking into consideration constraints such as time and cost).
NOTE: For a great presentation by Nielsen on Mobile visit PRPD.