Ok, let's get down to the nitty gritty on facts about digital marketing and the possible death of the desktop. Right off the bat, do you remember that this past Black Friday of 2015, over 57% of online sales were made via mobile. Walmart reported that mobile sales doubled from 2014 to 2015. Mobile targeting of advertising is at an all-time high and is expected to climb in double digits this year. So where does that leave the desktop? Is the desktop going away?
"While we are monitoring statistics that indicate that mobile traffic to e-commerce stores is indeed surpassing that of desktop traffic, the online sales conversions from mobile are much less than traditional desktop," said Wesley Farnam, chief digital strategist with The Idea People. "It does take longer for new customers to complete their customer profile information with a mobile device over a desktop, leading to slower mobile sales conversions."Desktop is Desktop. Mobile is Mobile.
"We use a multi-channel approach with our e-commerce clients," said Farnam. "We think desktop, laptop and mobile are important in the mix of attracting and converting traffic. Mobile is better for existing customers and desktop seems to be a better experience for new customers."
2015 was a breakout year for mobile traffic. Not only did Google announce that mobile traffic surpassed desktop traffic across the world, they updated their ranking algorithm to punish sites that were not mobile friendly.
"Matter of fact, Google's stance on this is that a mobile-only website without a desktop site would be entirely adequate," said Farnam. "We see this as a clear indication that mobile sites and digital marketing are much more favored by Google over the traditional boat anchor, I mean desktop!"Digital Marketing is Not Optional!
Digital marketing in 2016 is not an optional or extra part of a brand's overall marketing plan. "We are seeing digital marketing as the emerging key component in building digital strategies targeted mobile devices," added Farnam. "Digital is the new norm as part of a smart brand's overall integrated marketing plan."
At The Idea People, we start with a mobile marketing plan and mobile design plan first. Then we blow up to desktop. "We begin with the mobile UI and UX because we are seeing that 40+% of our client's traffic stems from the mobile and tablet device," said Farnam. "This necessitates the need for sustainable digital marketing integrated toward the top of a brand's overall marketing plan."
So where does this leave the desktop? Will digital marketing be the death of the desktop? "Well, no, the desktop is still with us in the office setting," adds Farnam. "We have seen trends that tell us that desktop time is still relevant and important, and that mobile time is 'extra' time being spent online. We still believe in desktop optimization, creative design and marketing...with a digital spin."