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BizReport : Mobile Marketing : October 10, 2013

Study: Best practices missing from Fortune 100 mobile strategy

Some of the biggest brands in the US aren't doing mobile as well as they might. That's the takeaway from The Mobile Experience Scorecard, out this week from The Search Agency. Based on page load times, download times, app presence and social media presence, their research shows many brands in the Fortune 100 are missing the mobile boat.

by Kristina Knight

"With Google's recent algorithm updates such as Hummingbird and their increased emphasis on the mobile experience, we created the mobile experience scorecard to assess how some of America's largest companies are presenting their brands to mobile users. And were frankly surprised by the results," said Grant Simmons Director, SEO and Social Product at The Search Agency. "Consumers expect that they can easily interact with their favorite brands online while on the go, and businesses that do not provide mobile-friendly experiences risk losing valuable search traffic and alienating mobile users. And it's not just large companies - businesses of all sizes need to consider how they are catering to mobile audiences and benchmark their mobile-readiness against industry standards."

Some interesting takeaways include:

• Fortune 100 brands averaged a 2.31 out of 5 score
• Coca-Cola and FedEx tied for first with a 4.49 score
• The Top 20 mobile sites used dedicated mobile sites, not Responsive Web Design (RWD)
• Only 9 of the top 100 sites used RWD
• Average mobile page loads were 5 seconds; Google's recommended load time is 1 second

WhitePages has released its PRO platform, set up to help brands create and maintain better mobile websites. Through the platform, brands can better connect with customers by connecting physical locations with mobile numbers.

Alex Algard, founder and CEO of WhitePages said, "We built WhitePages PRO in response to an overwhelming demand for a solution designed to specifically help business users achieve a wide spectrum of goals, from increasing efficiencies to decreasing fraud."

With the solution brands can better analyze their customer base, improve customer service and more quickly determine if orders are legitimate or not.

Image via Shutterstock

Tags: mobile marketing, mobile trends, mobile usage, mobile websites, The Search Agency, WhitePages

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