Clearview National January 2017 - Issue 182 | Page 10

INDUSTRYNEWS

MOBILE WEB USAGE BEATS DESKTOP FOR THE FIRST TIME

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FOR THE FIRST TIME, mobile web usage has overtaken web usage on traditional computers and laptops, a new study has found. The shift highlights the changing tides in computing, and the rapid movement towards mobile and tablet devices as the most popular way to consume information.
The study, by Statcounter, found that in October 2016, 51.3 % of web pages were loaded on mobile devices- the first time it surpassed that of PCs, desktop and laptop computers. For small and medium-sized businesses, that’ s big news – especially if their websites are outdated and not optimised for mobile devices.
Statcounter based its findings on over 15 billion page views per month, to over 2.5 million
websites. Whilst internet usage from traditional computers still accounts for the majority of those views, its share is reducing month-on-month. In October 2009, PCs were responsible for almost 100 % of web usage. Now, after developments in mobile technology that have seen the release of faster, more capable smartphones with endless functions, the computer’ s internet usage share sits at just over 55 %.
There is a fear that if the trend continues, sole traders, small and even medium-sized businesses could be left behind, relying on archaic websites that aren’ t viewable on a mobile. That problem has been compounded by recent changes search engine giant Google have made to their algorithm- now, mobileoptimised
websites are being ranked better, while those without mobile optimisation are ranking worse.
The result means businesses without mobile-optimised websites will see a dramatic reduction in web traffic, enquiries and sales. With only 10 % of fabricators and installers having a fully mobile-optimised website, both developments could spell disaster for the glazing industry.
“ We’ ve worked with dozens of businesses that have come to us with websites that are not fit for purpose,” commented Andrew Scott, Managing Director of Purplex, the leading marketing agency for the construction industry.“ Statistics like this should ring alarm bells for companies with out-dated websites.”
“ We have a dedicated web development team at Purplex who can work with businesses to develop high-performing, future-proof websites that can be as simple or as complex as they need.”
www. purplexmarketing. com

THE MARKETING PENDULUM

You can’ t help but notice the explosion of new marketing channels as businesses jump on the digital bandwagon. In recent years, the shift from print and traditional marketing towards digital has been seen as a‘ must’ among sales and marketing professionals.
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WHILE THERE IS NO QUESTION that expertly implemented digital strategies work, having all your eggs in one basket doesn’ t – as many B2B companies have discovered to their peril according to market intelligence experts, Insight Data.
Troy Hannam, Insight Data’ s Marketing Manager, explains;“ The problem is people don’ t just live in a digital world. We live in the real world where real interactions occur – every day we are exposed to newspapers, magazines, radio, TV, bill-boards, bus advertising, exhibitions and events, merchandising and more.”
The heavyweight of B2B advertising and lead generation has always been direct marketing, and while it went out of vogue when the‘ new kid on the block’ – digital – made the headlines, it’ s not surprising that organisations large and small are moving back to direct marketing in droves.
Online marketing relies on the customer searching for relevant products or services, or coming across the advertising content. Direct marketing interrupts the customer and demands immediate attention- post has to be opened, the telephone has to be answered. Suddenly direct mail, email marketing and telesales are all back on the agenda.
There is another reason why marketers are swinging back towards direct marketing. As more companies invest in digital, the results are diminishing with greater competition and rising acquisition costs. Meanwhile, with fewer companies investing in direct marketing, the impact is greater and the results are even better than before.
The secret to success with direct marketing is the contact list. Using fresh, highly targeted marketing data that identifies your ideal target customer can increase response rates 10-fold. Taking it a stage further, using indepth market intelligence such as the Insight Data prospect database, direct marketing can produce results digital marketers can only dream about.
www. insightdata. co. uk
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