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 For small and medium-sized businesses , that ’ s big news – especially if their websites are outdated and not optimised for mobile devices .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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