As of late, one of the most noticeable trends in digital marketing is the shift in focus from desktop to mobile. Advertising trends have adapted to an increasingly tech-savvy world by responding to the increase of mobile reliance and the subsequent change in consumer habits. While in the beginning, companies strove to have mobile-friendly platforms, the trend has now shifted from “mobile-friendly” to “mobile first.” But does the rise of mobile necessarily mean the death of the desktop?
It is hard to ignore the importance of mobile marketing today. Mobile usage is higher than ever and it has unprecedented advantages for marketing, from hyper-targeting through consumer data to the instantaneous, universal outreach it allows through the accessibility it invites. However, while this is all true, it is important to recognize that desktop is still important as ever in a well-rounded successful marketing strategy.
Desktop Usage Remains Constant
Mobile usage is certainly on the rise, and it is certainly true that more people today use their mobile device as their go-to medium than ever before. However, an increase in mobile usage did not correlate with a decrease in desktop usage. In fact, despite the increase in mobile usage, desktop usage has remained pretty constant!
Cross-Platform Approaches Are Best
Any company hoping to expand their customer base and better their marketing strategies would do well to take a cross-platform approach. This approach relies on the understanding that consumers often switch between devices in interacting with a company. For example, a user might find a company through mobile hyper-targeting, yet once they do they are likely to visit the company website from both a mobile and desktop platform. When a company takes a marketing approach to ensure seamless transition between platforms, it allows a customer to trust the reliability of the company as a whole. A responsive website, for example, allows companies to use one shared website for both mobile and desktop viewing with this very goal in mind – an ideal situation! All in all, a cohesive experience is key.
Desktop Optimizes Screen Display
Mobile marketing, as savvy and relevant as it is, has a distinct disadvantage of limited screen space for displaying digital marketing. As a whole, the space limitations can be overcome with desktop. This not only allows companies to express their company vision more in-detail on a desktop platform, but it allows for a new aesthetic for mobile versus desktop platforms within one company.
New Users Lean Towards Desktop Advertising Use
While e-commerce is increasingly adapting to mobile platforms, it is still true that companies are often more approachable for new users through desktop than mobile. For example, customer profile information is easier to complete on desktop than mobile. While mobile is better for discovering new websites and maintaining customer loyalty, desktop remains a better experience for new customers looking to fully explore and understand a new company.
Certain Settings Depend on Desktop
Desktop, while traditional, maintains its’ air of professionalism. Office settings, for example, depend on desktop systems to create a work atmosphere (this would be a little more difficult to attain through a mobile-only platform). As a whole, it seems like desktop is still being used for academic or business oriented use, while desktop is seen as “extra time” or “on the go” internet surfing time.
ROI Thrives with Desktop
Of all the reasons to keep desktop marketing as a top concern, the most important is its’ benefits regarding ROI. When it comes down to it, Return on Investment (ROI) on ads on desktop still wins over that on mobile sites. While mobile ROI is improving, mobile still has a lot of growth to achieve in performance measure in order to reach a similar tipping point in ROI as that achieved on desktop.