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?
- Responsive mobile design is an approach that optimizes the user experience. Responsive design makes a mobile site dynamically adaptive to the user by adjusting layout, for easy reading and navigation, for each individual user based on OS, screen size, etc.
- Adaptive Design focuses on much more than just making the media fit different screen sizes – it is monetization driven. Adaptive design brings a mobile site to a new level by taking a websites’ look and feel to work for all types of devices with the goal of improving site speed, readership, engagement and ad clicks. Adaptive Design is about making money – understanding an audience’s behaviors to best influence visitors to generate additional revenue on the site.
- Gathering insights into individual user data and dynamically adjusting a mobile sites’ UX accordingly, by publishers, has proven to result in maximizing ad revenue by an average of 300%. The better a site understands its own visitors and their habits via analytics, the more ads can be tailored, picked, and placed, resulting in a higher likelihood of engagement.
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.