As organic search visits continue to grow, new research shows that marketers may want to shift their focus toward mobile, rather than desktop.
Merkle recently published its “Digital Marketing Report” for the second quarter of 2018, and statistics showed that total site visits driven by organic search rose 2 percent year-over-year in Q2 2018, up from flat growth a quarter earlier. However, organic search visits on phones spiked, growing 11 percent in the quarter, up from 8 percent growth in Q1 2018. Desktop organic search visits fell 5 percent in Q2 2018.
It’s also worth noting that tablet organic search visits declined 6 percent in the second quarter of 2018. The statistics suggest that more customers are focused on finding the information they desire during the buying process on their mobile phones above all other devices.
On mobile devices, organic search produced 24 percent of all site visits in the second quarter of 2018, which is a slight increase from the previous quarter.
Marketers and the Customer Experience
Whether customers are connecting with a brand via mobile or desktop, it’s up to marketers to deliver an optimal customer experience. However, previous research suggests that marketers are still struggling to do so on a regular basis.
Verndale published the “Solving for CX: 2018 Customer Experience Survey” to measure how companies are approaching the customer experience (CX). Research revealed that a lack of real-time customer insights (31 percent) is still holding organizations back from CX success.
“What must be kept in mind, however, is that a lot of these challenges hinge on an organization’s ability to utilize customer data in the first place,” wrote the researchers of the report. “Organizations are being stopped at the front door here – if they cannot do the first step right then they will inevitably find difficulties with everything else.”