November 2019 | Blayzer Digital

Technology Options for Mobile User Experiences With the vast amount of digital content being consumed by mobile devices continuing to grow and even surpassing that of desktop devices, it is critical that you have a convenient and functional mobile platform to present yourself to the consumer. This gives the user the best experience with your brand possible regardless of where they are or what device they are using. Whether you are a Fortune 500 company, or a small mom and pop shop, not having a mobile solution means the threat of being left behind in the ever evolving digital age. “Going mobile” can be broken down into three main avenues:Mobile optimized websitesNative mobile applicationsMobile responsive websites Mobile Optimized Sites Mobile optimized websites can be a viable option for many. These sites integrate your website’s content into a condensed version that can be viewed almost instantly on nearly any mobile device’s web browser. These sites can also use the mobile device’s native functionality such as making phone calls and GPS location to easily find and contact your business instantlyHowever, one downside to a mobile optimized website is that, while the “one size fits all” approach allows nearly any mobile device to view the site, screen size and other factors may prevent some devices from having a great experience. Another facet of mobile optimization to consider is that these sites have a separate web address from their non-mobile optimized counterparts. This can potentially affect search engine results and can also cause a mobile user to have to be redirected to the mobile site if they enter the non-mobile URL into their browser. Mobile optimized sites are the most dated of the three mobile avenues, but are still widely used and familiar to customers. Native Mobile Applications Native mobile apps are applications downloaded and installed onto a mobile device from an app store (iTunes, Google Play, etc.) They allow for much more interactivity and personalization with the end user because each individual can customize settings and parameters within the app to fit their personal needs and preferences. Apps also adjust themselves based on what type of device they are installed on to have an optimal resolution, spacing, etc. This gives the end user easy access to the apps information and an enjoyable experience interacting with the brand. Unlike and sort of mobile website, these applications can be used offline, so even without an internet connection your brand is still in the consumers hands whenever they use their mobile device.Mobile apps can also be deeply integrated with the device’s hardware in ways useful for your brand. Geo-targeted push notifications can be used for a variety of reasons to send notifications, reminders, or special offers to the app user whenever they enter certain geographic locations. Along with this, mobile apps also have access to the devices camera and microphone, which can be used as a way to interact with the consumer in a deeper way that simply clicking through a website. Social media integration is also very strong with mobile apps. A simple click on the app and the user can instantly share your brand’s content on as many social media outlets as they would like.One challenging aspect of mobile applications is the fact that they have to be downloaded and installed on the device before use. If users are looking for information in a hurry or are on the go using their cellphone’s mobile data, they may opt for something with a mobile friendly website instead. Mobile Responsive Web Applications A third mobile option, mobile responsive websites, perform similar to a mobile optimized site, but have the flexibility and adaptability of a mobile application. With mobile responsive sites, the website adapts itself based on the screen size of the device used. Unlike mobile optimized sites, this one website (and one URL) can be viewed on a desktop computer, tablet, or mobile phone, all while adapting the site’s content, spacing, and navigation method between different devices. Mobile responsive websites give users the freedom to interact with websites regardless of which device they are on, and can help businesses facilitate a digital environment where impactful interactions can thrive. In this day and age, the question isn’t “do we go mobile?” but rather “how do we go mobile?” The answer to that question is based on who you want to reach and what kind of interaction you’re looking for.

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