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Why Advertisers Should Start Taking Mobile Marketing Seriously.

The author

Epiphany Search

Mobile marketing has been talked about for a while now but recent examples have come out showing how effective this channel really is, and the statistics are available to completely back up the thinking that this channel cannot be ignored!! According to a speaker from IAB at a recent conference, nearly 30% of the time spent on the internet is now via mobile devices and sales of smart phones have increased by more than 50% of far in 2010. These figures are astonishing and, on their own, prove how imperative it is to get your mobile offering ready for potential customers.

We’re now at the point where, even if you have a great paid search account and your SEO is performing well, you will be behind your competitors if you’re not servicing those users on their mobiles. To take advantage of mobile marketing, you must have a mobile optimised website and/or an app. Without either of these, your website will be more difficult to navigate and you will most likely lose traffic to your competitors that have optimised their website for mobile or created their own app. From your PPC account you will already be able to create a mobile targeted campaign. You can even split by different types of phones and mobile operators, therefore enabling you to target particular phone users. For example, if you wanted to show different ads or content to an iPhone compared to an Android, this is possible within the Google AdWords settings. Below are two companies that sell ladies clothing. I’m searching for a dress to wear to a wedding and I start by seeing what is available on the web, but using my smart phone. I have left buying the dress quite late so to save me time from having to go to every shop, I look on my phone to see which shops have the dresses I like. When I searched on Google, Debenhams came up in position 2 so I tried it. Debenhams had a free app available so I downloaded it. This app enabled me to clearly see which dresses they had available. I was able to narrow down my search by type, brand, price, colour, size and sale dresses. I saw many dresses that I like but I decided not to buy the dress through the mobile interface but to go to the shop to buy the dress I wanted. I also had a look through many other websites to find a dress. One website I came across was Kaleidoscope, which is a popular online shop for women’s clothing. The site was quite difficult to navigate as it wasn’t properly optimised for use on a mobile phone. It was very difficult to get through to the dress section of the website. Once I found a design I liked, I clicked on the picture to make it bigger was told I needed to download flash player, so I just clicked off the website and went to a different one! This is just one example of how a client could be missing out on, not just sales, but getting people into their shops in the first place. If Debenhams did not have the app I would have found a competitor that did, and probably have gone to that shop instead. A company with a mobile optimised website or app has opened up the opportunity to a whole different group of people and made themselves more accessible to those who would otherwise have to use the website on a computer. Below are some examples of everyday uses for mobile internet:

  • Price comparison – those with internet available on their mobile are able to compare prices as they are shopping. A couple searching for a new sofa could be looking around DFS and comparing the designs and prices with competitors at the same time. If you are a price competitive company, you need to have your mobile offer set up to steal paying customers away from the competition.
  • Trains are now charging for Wi-Fi – people will use their mobiles instead. Ensure your website is showing when they are browsing the internet as they normally would at home on a computer.
  • Christmas shopping – people are busy and mobile phones allow people to do their Christmas shopping while they are on the move. It also means their partner/children are unable to see their internet history to get an idea of what they might receive at Christmas.
  • Local searches – fantastic for local businesses, people on the move will be using mobiles to search for the closest restaurant or a particular shop. If a person is searching the term “electric shop Leeds”, make sure that if you are electric shop in or around Leeds, you are appearing at the top of Google to get the business from those searches.

Creating an app especially for your business is a fantastic way to engage people with your service. It is also a great way to retain business by keeping your customers updated on your products and services. The more accessible you are to your potential customers, the more likely they will visit your website and convert than on your competitors websites!