How to Market More Effectively in a Mobile-First World

March 10, 2017 | Share this article

By: Travis Johnson

Imagine you’re a marketer for a chain of retail stores, and rather than opening your doors and welcoming customers with a friendly smile, your staff removes store signage, blocks the doors, ignores customers, clutters the aisles, hides products and leaves the cash registers unguarded.

You’d have some pretty unhappy customers, and you would relinquish any chance for sales. Not to mention that you would be wasting a ton of media money driving people to visit your store in the first place.

While that’s a horrifying analogy for marketers, it’s indicative of the experiences many brands inflict upon their mobile customers. And with the majority of website traffic now coming from mobile devices—indeed up to three-quarters for many brands—this opportunity cost is huge.

Last week, I had the opportunity to address some of the business community’s most prominent leaders as a keynote speaker at Mobile World Congress. My presentation was in stark contrast to the innovation throughout the conference halls. The central theme addressed how marketers talk about being “mobile-first.” But very few are walking the walk.

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