Here’s a statistic that reinforces the power of the mobile revolution: smartphone usage surged by a whopping 43 percent in 2015 to 929 megabytes per phone. As more members of your audience spend more time with the devices in their pockets, that figure will continue to soar. By 2020, Cisco predicts the average smartphone will generate 4.4 gigabytes of traffic per month — a five-fold increase from last year’s numbers. What does all this mean for your organization’s digital engagement strategy? If you’re still dwelling in desktop land, you’re falling behind.
“You need to a have a top-down mandate to shift to a mobile-first world,” Sarah Personette, Vice President, Global Business Marketing, Facebook, said at the Skift Global Forum on September 28 in New York. “Mobile has changed everything about the way we communicate, the way we share and the way we purchase.”
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Mobile isn’t just changing the way people connect with their friends or make small purchases; it will also impact the way that people think about big purchases such as comparing airfare, booking hotels and registering for conferences. This puts a lot of pressure on organizations in the face-to-face industry to develop better mobile user experiences for prospective attendees. Personette shared an insight into the way that Facebook plans for success in a world where mobile matters. Every product manager must present their offerings to Mark Zuckerberg on a mobile device. Forget plugging in a laptop or displaying a finely crafted PowerPoint presentation on a massive screen; Zuckerberg wants to see how typical Facebook users will experience the product in the environment where they feel most comfortable.
If you’re involved in marketing meetings and events, this simple lesson can make a huge difference in developing a website that appeals to your audience. Put yourself in your attendees’ shoes (and behind their phones). Is navigating the site on a smartphone easy? Can they browse speakers and sessions without additional work? How does registration function? Does it require inputting an overwhelming amount of information?
As you fine-tune the website for your next conference or event, consider Facebook’s approach to make sure you’re setting up your organization for success with smartphones. Explore the website from a smartphone and a tablet, and ask yourself if you find the experience cumbersome or convenient. The answer can make the difference between another attendee and an abandoned registration cart.
Looking for more insights from the Skift Global Forum? Click here to check out “Could An Alternative Pricing Structure Apply To Your Registration Fees?”