Many marketers still incorrectly assume that the Internet usage habits of the general population have gone unchanged in recent years. In the late 1990s and the early 2000s, the Internet was traditionally something that was enjoyed in a set space in a home. After a hard day at work or school, a user would come home, grab the laptop computer (or sit in front of the desktop computer), open a Web browser and catch up on the day’s events. With the advent of the smartphone and similar types of mobile devices that can be carried with a person while on the go, however, those habits have changed significantly. People are experiencing Internet content all day long on a mobile device. In order to have the most successful marketing campaign possible, you need to make sure that you’re going after the mobile audience or you could be leaving a huge amount of potential customers behind.
One of the most effective ways to target the mobile audience is by adopting responsive web design practices. When designing your website, for example, responsive web design will help make sure that the user sees the best possible version of the page regardless of what type of device they happen to be using. A site designed for a traditional web browser will be difficult to read and hard to navigate on a smartphone. However, a site created with responsive web design will adapt to the user’s device, allowing them to easily read and use the site from that mobile environment.
Another way to target the mobile audience is with location-based options. Most smartphones and tablets have built-in GPS capabilities that always keep track of the user’s location. By targeting your marketing efforts towards users in your area with location-based options, you’re immediately going after those potential customers who are the most relevant: those who are using mobile devices in the area that your business is operating in.