For all the hand-wringing and teeth-gnashing over Google’s announcement of Enhanced Campaigns, there is one inescapable fact brands must deal with: they are operating in a mobile world.
Consider these statistics:
- Since the start of 2010, smartphone traffic has grown from 2.5 percent of all Internet traffic to 12.5 percent – a 400 percent increase.
- Over the next five years Forrester projects a 200 percent growth in smartphone contribution to overall e-commerce sales.
- 43 percent of the U.S. population now carries a smartphone.
And yet brands are still not mobilizing to the necessary degree. In May of 2012 the Interactive Advertising Bureau (IAB) found that barely half of the Fortune 500 were “ready for mobile” in the most basic sense. Only 55 percent (275 companies) had a mobile-optimized corporate website. While some had mobile brand sites, but not corporate, there was still one-third (169 Fortune 500 companies) without mobile-optimized websites.
So, what’s a brand to do?
Take your current website redesign and trash it. You want a new website for your brand? Sorry, not gonna get it until mobile is fixed. Take the resources, take the funding, and throw them all at mobile.