Mobile apps are all the rage, but web monetization is still around. If you want to keep up with the mobile-first world, you’ll need to adapt your strategies and account for the mobile customer.
Here are 7 techniques to help you keep up with the mobile world and monetize omni-channel traffic:
1. Monetize with Display Advertising
Display advertising is the future. According to one study, display ad spend will surpass paid search spend by 2016. Display ad spend has been growing by more than 20% per year, compared to paid search which is growing at around 13% per year. Other studies suggest that mobile video is the next frontier for display advertising.
These numbers give a clear indication of where the display advertising industry is heading. But the same forecast points towards exponential growth of the mobile industry as a whole.
The takeaway? Mobile and display are prime investment – that is, monetization – opportunities.
2. Target the On-the-Go Visitor
Know your audience.
Desktop traffic doesn’t behave or perform the same way mobile traffic does. The desktop visitor is more relaxed and has more time to read, browse, surf, and poke around. The mobile visitor is on the go, so you only have a few seconds – sometimes less – to capture their attention.
If you know your audience you’ll know why people visit your site and what they are looking for when they arrive. This means that mobile website content should deliver targeted value in seconds.
Provide it as soon as possible, then keep providing it as you attempt to capture and retain the short-attention-span consumer.
3. Lead Visitors to Apps
Yes, it’s true – the mobile web is losing ground to the mobile app.
Rather than thinking of this as an obstacle, think of it as an opportunity. Making and monetizing your own apps has never been easier. You don’t even need to know code to build an app and incorporate effective monetization solutions, such as mobile advertising or search monetization.
Design a multi-faced online strategy that markets to omni-channel users. That is, focus not only on traffic sources that come from multiple platforms, but focus on customers that use multiple devices to connect with your online business.
4. Responsive or Adaptive Design
Adaptive and responsive designs are a must for anyone who wants to monetize a mobile website.
Here is the short difference:
Responsive Design – Responsive designs deliver a different version of the website based on the screen resolution of the end user.
Adaptive Design – An adaptive website uses profiles of pre-set devices or screen sizes, then delivers predefined assets necessary to load the website for that device.
It doesn’t matter which method you choose, as long as it creates a great user experience on whatever mobile device your visitors are using.
5. Answer Visitors’ Questions ASAP
Traditional print content and marketing relies on a different type of experience. That is, print content is linear, while online content is non-linear and goal-driven. People who buy a magazine have already paid the publisher for the written content, but online, people are searching for something specific.
You need to capture their attention immediately and prove that you have the answer they’re looking for. Research website usability in order to understand best practices for website architecture and interfaces.
6. Keep it Simple
The best way to provide immediate value is to strip down your website as much as possible and keep it simple:
- Eliminate extraneous steps, such as logins or intermediary web pages.
- Lose irrelevant images or content that isn’t to-the-point.
- Have only one or two focal points per page.
- Don’t use pop-ups.
- Don’t use logos that take up too much space.
- Remember: less is more.
7. Focus on High-Quality Products and Services Which Yield High-Quality Content
Above all, remember that your website needs to compete in an ever-changing omni-channel world. Focus, first and foremost, on developing a service- or product-based business that delivers value through the web, social media, and apps.
The more your business focuses on the end product, the better and more authoritative your content will be. Even if your product is an online publication, such as a niche blog or a news blog, you’ll want to make sure that your service delivers value. Standing out from the crowd means being different, being better, or being both.
Regardless of how you monetize your site – through search monetization, display ads, affiliate marketing, your own products, or some other means – keeping up with the web means keeping up with the mobile world. These 7 tips are essential techniques for anyone who wants to stay up to date and competitive.