By Tim McLain
A study from Google and Ipsos OTX MediaCT last year made several bold predictions for use in mobile marketing strategy this year:
- 1 billion people will soon use mobile devices as their primary Internet access point
- 1 million small businesses globally will build a mobile website
- Smartphones will prove exceptional at driving new consumer behavior
- Tablets take their place as the 4th screen of most consumers
- “Mobile driven advertising spend” will emerge as a big category
- The ROI on mobile campaigns will increase as a result of unmatched relevance of customer proximity to retailers in target markets
- The intersection of search, display, mobile and social will spark dramatic new forms of engaging consumers
New research from Google highlights: Nearly 70 percent of surveyed consumers started shopping research on a smartphone, 61 percent started on a personal computer (PC), and 4 percent started on a tablet.
The opportunity for dealers is clear: We’re living in a multi-screen world. No matter which device your customers reach for, mobile research activity “closes the loop” on all of your marketing efforts.
Are you ready to be a first mover in the mobile marketing revolution, or are you poised to be road kill on the information superhighway? Your first step in answering this question is to do a little research and plan your strategy accordingly.
Why should I focus on mobile marketing?
- According to analyst firm BIA/Kelsey, there may soon be more local Internet searches coming from mobile devices than personal computers.
- This trend can be attributed to the rise in the total number of smartphone users, set to grow from 44% of U.S. subscribers (118 million in 2012) to 75% (225 million by 2016).
- Plus, Google’s latest data shows that smartphone search volumes are growing faster than search on the PC – local search accounts for 20 percent of queries on PC’s; it’s 40 percent of all mobile queries. Talk about a sea change!
- How do I advertise to mobile customers?
If you’re advertising today with Google AdWords, the chances are good that some of your ads are showing up in mobile searches. In fact, turning on mobile device targeting can be easily accomplished inside your campaign settings. But you should not be running the same search and display ads, in the same way, and targeting both PC’s and mobile devices inside the same campaign.
A better mobile advertising strategy is to segment your campaign to specifically target “on the go” customers who are in the market to buy from you within hours of conducting a search. This means writing and designing mobile-optimized search and display ads with clear calls to action that contain a trackable phone number, and more.
Your goal should be to have a high impression share with mobile users in your target market. You also should be efficiently driving mobile customers to a mobile website at the best possible cost per conversion.
Tim McLain is Senior Marketing Manager at Netsertive. Read the here.