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Smart phones (be they iPhones or android devices) have global sales that more than double their traditional counterparts.  Quite simply, the digital world is getting bigger and bigger, while its primary machines are getting smaller and smaller.

Hand in hand.

Hand in hand.

Companies rely on digital marketing in this day and age – without it, they would wither and die.  As mobile devices boom in popularity, many companies are finding that they’ll have the most success if they are able to optimize their content for cross-platform viewing, meaning that it will be equally accessible and successful on both traditional computers and new mobile devices, often while maintaining the same design across each platform.  Many businesses that are implementing this cross-platform optimization are realizing great success.  Here are a few reasons why cross-platform optimization is so imperative in this day and age:

Stay Ahead of the Viewer

In our current technology era, people access the internet in small chunks throughout their day. They’re on their computer in the morning while eating breakfast, they check their phone during their commute, while in line for lunch, during breaks, on the commute home and ultimately throughout the evening.  Rather than have a few undivided hours in front of a screen, people now have their internet time fragmented throughout the day.  As such, many people fluctuate between their computers and their mobile devices throughout the day, even if they’re accessing the same pages.

For instance, a person may be researching a lunch spot on their computer before heading off to work.  Then, while at work, they may want to show a co-worker the restaurant on their phone, to see if they’d like to join them for lunch.  Ensuring that there is a smooth transition from the desktop to the mobile presentation is critical. By optimizing cross-platform integration, you are able to stay one step ahead of the viewer, eliminating poor user experiences before they occur.

Capture All Audiences

Just a few years ago, many businesses felt like they could get away with a shoddy mobile design for their website (the bar was low).  In fact, some companies still labor under that misapprehension.  But the reality is, smart phones are quickly overtaking computers in popularity.  And while it used to be that people were satisfied using their computer for any website that wasn’t mobile-optimized, there is a growing population who don’t own a computer, rather they rely on their mobile devices.

Businesses that fail to optimize for mobile devices are not only going to upset a wide array of customers, but they are going to find themselves completely unable to access a growing segment of the population.

Brief and Concise

When crafting content for mobile-optimized sites it is extremely important to be clear and concise with your verbiage. Developing landing pages that quickly communicate the core value proposition and a clear call to action is essential. This doesn’t mean that you need to completely remove the more in-depth content, only that it not be presented on the initial landing page. Make sure that it is only a short click away, but you may be wise to keep it off the home page.

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