Is Your Web Design Mobile-Friendly?

Google’s Mobile-Friendly Update

On the 21st of April 2015 Google did its latest algorithm update, which is called mobile-friendly update. This concept of mobile-friendly simply means that you either have a mobile responsive or mobile optimized website. From now on Google recognizes mobile-friendly websites and gives them separate ranking in search results of mobile devices.

On the other hand, if you don’t have a mobile-friendly website, it is obvious that user experience on mobile devices is worse than when you use web design which optimize your website for a smartphone. Usually text is too small making reading impossible without zooming. There are websites designed for wide-screen monitors. This kind of websites do not fit into small screen of smartphones, so user experience is scattered. It’s a well-known fact that, if a website is not mobile-friendly and user experience is bad, the majority of website visitors will not come back. This means that a local business lose potential customers.

Google has developed a good mobile-friendly test so that you can see, if your website is mobile-friendly or not. You can find this test site here Google’s Mobile-Friendly Test.

What Business Information Do Mobile Users Seek?

The recent survey (April 2015) of BrightLocal – a British SEO firm – shows that those small and medium-sized enterprises who do not optimize they website are not so competitive than those who do. Let’s take a look at Figure 1 below.

Figure 1. What information is most important to you when you are looking at a local business website on your mobile?

Most important info mobile

This figure 1 shows that when a mobile user is seeking local business information on his/her mobile device, the most important information is:

1) physical address 52%
2) map and driving directions 47%
3) opening hours 44%
4) phone number 37%

This indicates that the mobile user is coming to shop! He/she has already made a buying decision and is looking for contact information in order to visit at a local business and make a purchase.

Figure 2 below shows a change in time regarding preference of having a mobile optimized website compared to not having such a site.

Figure 2. Are you more likely to contact a local business, if they have a mobile optimized site?

More likely contact mobile

We can see that in 2015 61% of mobile users are more likely to contact a local business, if they have a mobile optimized website. In 2013 the corresponding percentage was 38%. So there have happened a major shift in this sense. In 2015 39% of mobile users think that it’s not important to have a mobile optimized website. In 2013 the corresponding percentage was 62%.

We can say that the Google’s mobile-friendly update is a result of increased usage of mobile devices during the last years. Today, over 50% of all local searches are performed on mobile devices. This sets a challenge for local business owners to utilize web design which optimize their websites for mobile devices, so that they can be found in Google search results with such a device. It is obvious that the local business with mobile optimized website has a competitive advantage over those businesses who don’t have one.

Are you interested in getting your website mobile-friendly or improving your current site?
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Set an Optimal Marketing Budget for Your Business

Developing a dynamic and cohesive marketing strategy has become essential for you if you want to profit in today’s competitive marketplace. Online marketing introduces and promotes products and services to your potential customers. Without the implementation of dynamic online marketing strategies, your potential customers will not learn about your products and services, and your business growth will be impeded.

How much marketing1While some business owners believe that they don’t need to implement strong digital marketing strategies to be successful (with some maintaining and even growing their revenues without a coherent digital marketing strategy), their customers are increasingly turning to the Internet to help themselves with their buying decisions. Furthermore, with the increase in mobile adoption, more and more consumers are using their mobile devices to help them with their buying decisions.

If you want to profit in today’s marketplace, you need to develop and implement strong multi-device and cross-channel digital marketing strategies to effectively reach their potential and existing customers.

How Much Budget Should You Allocate to Your Marketing?

As a general rule of thumb, new businesses are advised to invest at least 10% of their gross annual income into a strategic marketing action plan that covers appropriate online, print, and networking initiatives. However, Entrepreneur magazine advises businesses that want to advance their objectives and sales to invest more time and money into their strategic marketing action plan—as much as 20-30% of their anticipated annual gross revenues, particularly if they are introducing new products or services.

These figures, of course, aren’t set in stone. According to the Small Business Administration, small businesses with revenues of less than €3 million should allocate between 7-8% of their revenues to marketing. This allocated budget should be split between brand development costs and the costs of promoting the business.

The Small Business Administration states that a small business’s allocated marketing budget should also take into account the business’s industry, the size of the business, and its growth stage. How the marketing budget is spent is equally important, and the budget should be used to outline the costs of the business’s marketing goals within a certain time period.

Your Competitors Have Increased Their Marketing Budget in 2015

As the economy continues to recover, more and more marketers have stated that they have increased their marketing budgets this year to fuel business growth. According to the fifth annual Marketing Budgets Report, which was published by Econsultancy and sponsored by Responsys, 60% of client-side respondents said their companies were increasing their overall marketing budgets for 2014—which is significantly higher compared to 54% in 2013 and 45% in 2012.

Forty- four percent of supply-side respondents said their clients were increasing their overall marketing budgets in 2014 – up from 39% in 2013 and 30% in 2012. As for digital marketing budgets, the number of companies increasing their spending has been remarkably consistent since 2009, and was 71% in 2014. Digital budgets have largely been insulated from spending cuts as more companies focus on their digital channels to drive business growth, as well as leads and sales conversions.

Meanwhile, only 20% of companies were planning to increase their traditional (offline) marketing budgets in 2015, with 55% of companies planning to keep their traditional (offline) marketing budgets the same over 2015.

Your Competitors are Focusing on Acquisition Marketing

The fifth annual Marketing Budgets Report also stated that more companies said they focused their investments on marketing for new customers (acquisition marketing) over keeping their existing ones (engagement/retention) in 2014. 34% of respondents said they were focusing on acquisition marketing (up from 31% in 2013), while retention/engagement was down from 24% in 2013 to 18% last year.

The modest boost in acquisition marketing can be partially attributed to the more positive economic climate and the corresponding increase in marketing budgets.

Marketing Spend in 2014: Email Marketing, Social Media, & Search (SEO/PPC) Led the Way

How much marketing2One of the latest StrongView surveys, which was conducted with SENSORPRO, examined business leaders and their planned marketing budgets for 2014. According to the survey, 52% of respondents planned to increase their spend on email marketing, 46% on social media, and 41% on search (SEO/PPC) last year. Please see the figure on the right.

In contrast, some traditional advertising channels were seeing a significant decrease in spend. According to the StrongView survey, 32% of respondents planned to decrease their print advertising spend, while 21% of respondents planned to decrease their direct mail spend. Please see the figure below.

How much marketing3

A prevailing challenge for marketers this year is accessing and leveraging the enormous amount of data being generated by a growing number of marketing channels. 40% of respondents cited accessing and leveraging customer data as the biggest email marketing challenge, while 32% of respondents said they’re struggling to develop more relevant engagements.

How Professional Consultation Can Drive Your Marketing Objectives & Business Goals

While developing a dynamic marketing strategy is important for businesses that want to drive growth, boost their profits, and increase their leads and sales conversions, setting aside the optimal marketing budget to drive these objectives can be a tricky process. This is a problem frequently encountered not just by small and medium businesses, but by large enterprises as well.

Fortunately, we can help business owners like you identify the ideal marketing budget for your organisation in order to drive your marketing objectives and business goals. For a limited time, we’re providing FREE PROFESSIONAL CONSULTATIONS WORTH €1000 to business owners who want to establish optimal marketing budgets and become more competitive and profitable in an increasingly cutthroat marketplace.

Our free professional consultation worth €1000 includes a comprehensive research and analysis report, and an in-depth online marketing services blueprint, so that you’ll better understand your current online presence, what your competitors are doing, and what actions need to be taken in order to drive your marketing and business goals.

We typically charge €1000 per consultation because of the extensive research and analysis—not to mention expertise—that is required. Indeed, no other company will offer such comprehensive and superior consultation for free. If you want to compete in the online marketing world, you’ll need serious intelligence and the advice of an experienced, knowledgeable consultant.

We’ll make the effort to research and analyse your target market, your brand, your marketing goals, your past marketing campaigns, your competitors, and your industry to help us devise a sound online marketing strategy for you. Armed with this knowledge, we’ll then proceed with implementation, and every step in the process and every milestone will be aligned with your marketing goals.

Our online marketing services blueprint will outline the services that you need to meet your marketing objectives and business goals, with the corresponding timetable and well-justified marketing budget. Don’t miss this chance to obtain valuable intelligence and first-rate consultation from the experts.

Call us now at 087-6711030 or send us an email so we can schedule your free consultation.

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