The mobile-first strategy has gained prominence in Digital Marketing, and for good reason. With the constant growth in the use of mobile devices, companies have realized that ignoring this reality is a strategic mistake.
Today, the majority of online interactions occur on smartphones and tablets, making it critical for businesses to adapt their approaches to prioritize the mobile experience.
According to data from Educa IBGE, the presence of cell phones has grown since 2016 (93%), although it has remained practically stable between 2022 (97%) and 2023 (97%).
This change in consumer behavior not only changes the way companies communicate with their audience, but also how they optimize their digital platforms.
In this text, I will explore how mobile first has become a crucial strategy and how adopting it can guarantee better results in your Digital Marketing campaigns!
7 reasons to prioritize mobile first in Marketing
Adopting a mobile-first approach in marketing strategies is not just a trend, but a necessity in today’s scenario. Most consumers access information, make purchases and interact with brands directly through their mobile devices.
Let’s explore the main reasons to prioritize this approach:
1. Most users access the Internet via mobile phones
A study by Statista found that in 2021, the number of mobile devices in the world reached almost 15 billion, an increase from just over 14 billion the previous year.
The reality of the digital market has changed dramatically, and the concept of mobile first has consolidated itself as one of the most relevant strategies in Digital Marketing. This number is expected to reach 18 billion by 2025, an increase of 4 billion devices compared to 2020 levels.
This increase in mobile Internet access is driven by the ease and convenience these devices offer. Ignoring this reality is like not selling popsicles in the desert: you are simply missing out!
It is inevitable that most of today’s accesses will be via mobile devices, so we must think mobile first to create experiences optimized for these devices. It is necessary to change the way companies should approach the development of websites and campaigns.
A lack of a mobile-friendly User Experience can result in frustrated users and a high bounce rate. Therefore, it is crucial to focus on a mobile-friendly experience that not only attracts visitors but also keeps them on your site for longer.
2. Google prioritizes mobile-friendly pages
Google, the king of search, has made it clear that the mobile version of a website is the one that counts for indexing and ranking. Since 2016, the company has been adopting practices that promote mobile-first indexing, which means that if your website is not responsive, you could be putting your visibility at risk.
While AMP was eventually scrapped, the core idea of improving the user experience on mobile devices remained a priority. Google is not only prioritizing mobile-friendly sites in search rankings, it is separately evaluating user experience (UX) on mobile devices.
A study by Search Engine Land highlighted that Google is no longer indexing pages that are not optimized for mobile devices. In other words, if websites offer simple, fast and fluid navigation, they will have a better chance of appearing at the top of search results.
This shift in Google’s focus isn’t just a technical issue; it’s about aligning user experience with SEO best practices. And when it comes to organic traffic, the game is clear: the more visibility, the more conversion opportunities.
3. Better User Experience (UX)
When it comes to mobile devices, less is more. Smaller screens require simple, intuitive and fast interfaces, as well as prioritizing usability and visibility. Nobody likes waiting forever for a page to load, right?
The secret to offering a fluid browsing experience is to ensure fast loading times, accessible buttons and a design designed for visual and interactive comfort.
The focus of mobile must go beyond simply beating the competition. We don’t have to compare our experience only with that of our competitors, but with what the user already consumes on a daily basis.
Think about the pattern your customer is already used to when using Uber, iFood or even making a Pix. They don’t expect your company to be just better than your competitor’s; they want you to deliver the same fluidity and agility that these big apps provide.
This means that to be successful, your website or mobile app needs to be on par with the best user experiences that other services already provide. Why is this important?
A mobile-first website pleases users and helps increase user retention — and that’s music to the ears of both visitors and SEOs. When a user finds smooth navigation, with accessible buttons and fast loading, they tend to stay on the site longer.
4. Increased conversion rates via mobile
Mobile devices have become the primary means of shopping, especially with the rise of e-commerce. You know that app you can’t live without? It’s an example of what brands are doing to make mobile shopping easier.
Industries like fashion, electronics, and cosmetics have seen huge conversion rates through mobile-first strategies. For example, brands like Zara and Sephora have implemented apps that offer a super-smooth and visually appealing shopping experience.
Don’t forget to use optimized landing pages and call-to-actions, with easy-to-click purchase buttons and simplified fields. A purchase flow that minimizes the number of steps and offers multiple payment options can make all the difference when it comes to converting visitors into customers.
5. Social media and marketing are connected
Social media is predominantly accessed via mobile devices, which means it plays a crucial role in mobile marketing. If a large portion of the time spent on mobile apps is spent on social media, optimizing campaigns for mobile cannot be underestimated.
Mobile campaigns on Instagram, Facebook and TikTok generate greater engagement and sharing. And who doesn’t want their posts to be shared?
Therefore, when creating content, always think about how it will be viewed on a mobile device. Adapting visual and textual content for mobile can be the difference your brand needs to stand out in a saturated feed.
6. Mobile advertising is cheaper and more efficient
Mobile advertising can be cheaper and more accurate, thanks to behavioral and location targeting. And did you know that well-designed mobile campaigns can generate incredible ROI?
Ad formats that adapt well to these devices, such as vertical videos and stories, are perfect for capturing your audience’s attention. That’s because, in a world where everyone is always on the go, ads that stand out and adapt to the mobile environment are much more effective.
7. Mobile commerce growth trend
Mobile commerce, or m-commerce, has seen impressive growth in recent years, especially after the pandemic. Social isolation and changes in consumer habits have accelerated the adoption of mobile-first strategies by companies of all sizes.
Today, consumers expect a fluid and simplified experience when accessing online stores via cell phone, and the growth of m-commerce shows that this trend is here to consolidate.
The arrival of 5G will take this revolution to another level, enabling a new era of the Internet of Things. Being connected will become something that goes beyond mobile devices, and may not even exist in the near future.
This means that m-commerce, which is already growing rapidly, should continue to expand as new technologies make access even more agile and fluid.
For companies that want to remain competitive in this scenario, it is essential to invest in responsive apps or websites that offer simplified and secure payment options.
Popular payment methods in Brazil, such as Pix and digital wallets, are excellent examples of how they have made the purchasing journey easier for users, encouraging more conversions and increasing customer satisfaction.
The integration of these mobile-friendly solutions, combined with the advancement of 5G and innovations in the IoT area, will continue to shape digital commerce, creating incredible opportunities for brands that are willing to adapt and innovate.
Your success is in the palm of your hand!
If you’re reading this on your mobile phone, you’re just one tap away from achieving better results! By choosing to prioritize mobile first, you’re also choosing to improve your marketing strategies to boost your sales.
And don’t forget: the digital world is constantly evolving, adapting to these changes can be the key to your company’s success!
If you need the support of a Digital Marketing agency, you can count on the entire Orgânica team.
So, let’s take this first step together? Start by getting a free assessment of your Digital Marketing with us!
