Article

Leonie Mercedes
Leonie Mercedes 6 September 2017

How using a CMS can help you engage with mobile visitors

In this article, we’ll look at the importance of a mobile strategy in particular, and explain how a CMS can help you engage with your mobile audience by creating great customer experiences.

In a previous post, we looked at how a content management system (CMS) can help you improve customer experience across devices and channels. In this article, we’ll look at the importance of a mobile strategy in particular, and explain how a CMS can help you engage with your mobile audience by creating great customer experiences.

Before we look at the mobile-friendly capabilities of the CMS, let’s consider why adopting a mobile strategy is so important.

It’s where your customers are

Mobile has become the default way of getting online for most of us. In 2015, Google announced that, on a global scale, more than half of all search queries came from mobile devices. In October the following year, web analytics company StatCounter found that, for the first time, more web pages were viewed on mobile devices, including smartphones and tablets, than on desktop.

It keeps Google happy

In an effort to incentivise optimising sites for mobile, Google has increased the importance of having a mobile page in its algorithm for ranking search results. It also penalises pages that aren’t optimised for mobile. Therefore, it’s well worth your while ensuring your site renders well on all devices. If you’re unsure of whether your web page is mobile-friendly, you can check with this tool, helpfully developed by Google.

It can help you reach new audiences

On average, generation Z (those born in 2000 or later) and millennials (those born between the early 1980s and late 1990s) are spending more time on their smartphones than their older counterparts, so adopting a strategy that favours mobile is more likely to engage this audience. The New York Times has adopted a mobile-first strategy and, in 2017, reported that 40% of its traffic comes from users aged 18 to 34.

With so many potential customers clocking up hours of screen time, particularly on mobile, and your search-engine ranking at stake, it makes sense to make optimising the mobile experience a priority. How can a CMS, a system that lets your marketing team create, publish, manage and edit content from a single location, do this?

It ensures your content works on any device

Rather than having to build individual sites for different devices, you can choose the right CMS that will automatically optimise your content for every device, ensuring all text is legible and presenting the correct image size and quality. If you’re in the market for a new system, ensure the one in which you invest can detect the site visitor’s type of device and optimise the content accordingly.

This is an important consideration as, in the world of mobile, you only have a few seconds to make a good impression. No one wants to have to pinch to zoom. And if poorly rendered media on your site mean that pages take more than a few seconds to load, your customer will leave (and may never come back). The right CMS lets marketers manage their sites, apps and campaigns from a single location, and ensures that the content looks great on every screen.

It helps you understand your customer

Once you put your mobile strategy into effect, you can take advantage of all the capabilities the device brings. Being with the customer at all times, the smartphone can give you another dimension of insight, allowing you to link together their online behaviours, such as activity on social media, or even location data with the existing customer profile in your database. This access to real-time data allows you to update content on the fly, which leads us to the next point.

It allows you to build personalised experiences customers expect

The mobile features on some CMSs will let you tailor your content to individual site users based on their location, device, language or other details you might know about them. This means your customer receives more relevant content, has a better experience and is more likely to engage with you.

Other mobile capabilities offered by specialised content management systems include the ability to design different layouts that are optimised for different mobile devices, or to deliver different types of media depending on what device the user is reaching you from. Linking this content across sites makes it possible to automatically update content, all without coding expertise.

It allows your developers to create apps

Maybe your audience would prefer to engage with you via app, rather than mobile web (we’ll save the debate about the pros of each for another day). This is not a problem with the right CMS, which can pull assets you already have or create new ones in native iOS or Android apps. By integrating with third-party APIs (application processing interfaces), which allow apps to “talk” to each other, you can gain further insight about your audience and connect all your data together.

Download our CMS Vendor Selection Pack for more information about how to select the best web CMS for your business.

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
Digital Marketing Vs. Traditional Marketing: Which One Is Better?

Digital Marketing Vs. Traditional Marketing: Which One Is Better?

What's the difference between digital marketing and traditional marketing, and why does it matter? The answers may surprise you.

Julie Cave
Julie Cave 14 July 2016
Read more
Infographic - The Best Times and Days to Post to Social Media

Infographic - The Best Times and Days to Post to Social Media

With the social media landscape changing literally every single day, it's become a full-time job for social media managers to merely stay up-to-date on emerging and shifting trends and best practices. It's tedious, time-consuming, detail-oriented, and, quite frankly, a bit of a headache. But thanks to this new infographic, some guessing can be taken out of social media management.

Will Price
Will Price 21 September 2017
Read more
Customer Journey Mapping: A Real-Life Approach to Your Digital Marketing Strategy

Customer Journey Mapping: A Real-Life Approach to Your Digital Marketing Strategy

As financial services and insurance (FSI) companies strive to deliver the seamless multi-channel customer experience, the traditional marketing model has been radically reimagined. Innovative institutions are showing how cross-functional teams focusing on the customer journey can work to develop a single view of the customer – an approach that can bring tangible rewards. Yet research shows that large institutions still have some way to go in maximising the return on their investment in this area.

Aoife McIlraith
Aoife McIlraith 18 September 2017
Read more
4 Important Digital Marketing Channels You Should Know About

4 Important Digital Marketing Channels You Should Know About

It goes without saying that a company can't do without digital marketing in today's world.

Digital Doughnut Contributor
Digital Doughnut Contributor 5 November 2014
Read more
10 Marketing Lessons From Apple [Infographic]

10 Marketing Lessons From Apple [Infographic]

The 10-year-old kid, selling ice cold fresh lemonade on the street corner in your local neighbourhood had it right. He or she may not have realized it but the simple marketing strategy that they accidentally and innocently came up with works perfectly on the people strolling by on their daily walk.

Ellie Summers
Ellie Summers 19 September 2017
Read more