Marketers are acutely aware of how important it is to understand their audience base. To increase sales, a marketer has to tap into the needs of their key customers and address those needs regularly. As the world becomes more digital, marketing, in general, is becoming more and more scientific – based on numbers and analytics that interpret why users visit certain sites, why they don’t, patterns of behavior, etc. – all of which are based on actual data. With this in mind, it is important for all marketers, publishers, bloggers and anyone looking to attract users to their mobile site to make sure that the technical design of digital content and ad-serving techniques are tailored for their exact audience-base, creating a seamless, user-friendly experience for users and an optimized monetization flow for publishers.
According to recent findings from KPCB mobile technology trends by Mary Meeker, mobile digital media time in the U.S. is now higher at 51% compared to desktop, which is at 42%. As the population turns to mobile devices to access the media – making sure a mobile site is adaptive to the user is imperative to engage an audience, get them to share content, keep them on a site longer, and encourage them to keep coming back. For a site to be adaptive it must first understand its unique visitor and then respond, adjusting content layout, accordingly.
Adaptive design is one of the key elements in mobile design that allows users to consume their media on the device of their choice, regardless of screen size without sacrificing the quality of the user experience. Because mobile devices are such an integral part of their lives, this works particularly well with Millennials that are accustomed to a multi-screen experience, switching between gadgets and also adheres to Google’s mobile-friendly requirements.
What’s a responsive mobile design? What’s adaptive design? And how can these methods help publishers build their audience base?
Tailoring the mobile experience for users is the key to encourage users to spend more time on a site and come back again for a personalized digital experience. With so much data available, users today expect a personal experience, which will only increase ad revenue for publishers.