Currently, mobile devices account for approximately 40% of all online sales for Time Warner Cable (TWC). Compare that to the historical and predicted statistics from 2011 – 2018.
TWC already exceeds even the most optimistic industry performance and projections. There is a reason for that. Our marketing strategy is solidly customer first. Today’s customer is always connected on mobile even when they browse the web on their desktop. The smartphone is on 24/7. My bottom line is if your strategy is not mobile first, it’s not customer first.
Responsive Website Design
The foundation of the TWC marketing strategy is simple, be where the customer is in their moment of need. Our mobile first strategy does not ignore the fact that customers also access our ecommerce sites on desktops and laptops including hybrid tablet/laptop devices. As such, our websites must be responsive to all possible screens and devices. Responsive design gets us there. In a mobile first approach, our methods and goals start with the mobile, smartphone screen in mind. Consider the following:
- We’ve found our page load times must be 3 seconds or less to keep our bounce rate at low percentages.
- Our content strategy is accomplished in a “bite sized” approach where we present value to the customer without requiring excessive scrolling. This technique has improved our content strategies on larger screens by eliminating the unnecessary words and peripheral content that has marginal value to the customer, thus contributing to higher bounce rates.
- We design with the smallest screen in mind and then transition to each larger screen in succession.
Last year, my first post to LinkedIn, Responsive Design for Enterprise Websites, presented a comprehensive discussion on the value of responsive design to our marketing strategies. The post includes a link to the presentation I gave at eTail West on how companies can go responsive and some of the pitfalls they need to consider. Consider this as well. Your new competition in the e-tail marketplace is being born mobile. In the not too distant future, mobile only may well be the destiny for all us marketers.
Mobile Transformation is the future of Digital Marketing
According to Brian Solis, “Digital transformation is, in fact, the next big thing in customer experience and ultimately how business is done.” Within that digital transformation for TWC, mobile transformation is at the heart of success in making the change valuable to your company and your customer base.