As the marketing world continues its steady march to mobile, managers and developers alike are recognizing how accelerated webpage performance has become–along with customer expectations of how that page will perform.
Analytics scripts are among these impacted scripts. Because analytics scripts are ubiquitous on website and app pages, it was inevitable that Google would develop a solution, particularly one in which own analytics solution, Google Analytics would benefit. To permit an easier measurement function, Google introduced a support element. The HTML element, designated as
Publishers, and advertiser platforms are partnering with Google. The relationships provide testing environments for ad serving, including native ads. The descriptions on the FAQ page of the AMP site indicate the intent to focus AMP’s initial benefits towards publishable content. It notes that “the goal is for all published content, from news stories to videos and from blogs to photographs and GIFs, to work using Accelerated Mobile Pages.” Currently several platforms ranging from ChartBeat to The Guardian and The New York Times are using AMP pages so that crawling and indexing AMP pages are better understood.
Google’s emphasis on content providers may seem discouraging for CMOs representing retail, e-commerce or B2B firms where publishing is not the main business model. But managers serving those CMOs recognize the value published content has in digital marketing strategy these days. The content is shared and can be part of digital word-of-mouth among customers. Thus, managers who are planning a content marketing strategy should at least monitor developments as Google as it oversees the future development of AMP.
The overall value marketers achieve from AMP is to create a meaningful experience with a brand through a better digital response to content. Research from various sources indicates that site visitors are increasingly influenced by page load performance. Soasta, a private analytics tech firm, discovered a correlation in its recent performance study: a 27-percent increase in conversion rate can result from loading a mobile page just one second faster.
Like many of Google’s projects, AMP will evolve beyond its current early stages. Making mobile pages load quickly will encourage people to associate a good experience with your brand.