November 17, 2011
Mobile Marketing: The Facts and Figures
Recent years have seen huge growth in mobile searching. Smartphones are more widely available and consumers are embracing this technology, facilitated by Wi-Fi hotspots and contracts with free data via 3G. Therefore, consumers are increasingly searching on the move and looking for shops and locations nearby to their current location. Having a mobile friendly website and using mobile advertising are great ways to enable searchers to find your website and business location whilst on the move.
Whilst ensuring that your mobile campaign is integrated and coordinated with your broader marketing strategy, you will need to construct your campaign effectively for mobile marketing, making sure that you consider mobile-specific functions, such as a click-to-call function, maps and directions. Furthermore, Google ranks mobile optimised sites differently to how you will see search results on your laptop, so even if your website is ranking highly online, it won’t necessarily be ranking highly for mobile searches.
In the past 6 months, M-commerce has grown faster than any other mobile channel and many believe that mobile commerce will soon rival the popularity of e-commerce. Even so, and despite many companies being aware of the opportunities, this is an area of digital marketing that small and medium sized companies are currently failing to effectively reap the benefits of. So, whether you want to drive purchases via your website or direct people to your business location, here are some stats to whet your appetite:
- 81% of smartphone users browse the Internet on their phones
- 77% of smartphone users use search engines on their phones
- 79% of smartphone consumers use their phones to help with shopping, from comparing prices and finding more product info to locating a retailer
- 77% of smartphone users have contacted a business as a result – 61% by calling and 59% by visiting the local business.
Source: Google Study – “The Mobile Movement: Understanding Smartphone Users”
To add to this, Google Adwords advertising on smartphones is less competitive than on desktop computers and mobile adverts in general can be highly demographically and locally targeted. With social media accounting for a large percentage of smartphone usage time, the importance of implementing an effective social media strategy is also become increasingly important. It’s not too late to be early and smartphone usage is certainly set to continue to boom, so now is a great time to embrace mobile marketing and enjoy the benefits for your business.