Gone are the days when people used desktops to go online. Today, the vast majority of people use mobile devices such as smartphones and tablets to check email, use social media, surf the net and most importantly (from a business standpoint) — shop.
Nowadays, mobile use has surpassed traditional desktop use which is a game-changer. Marketers now need to adopt mobile-friendly strategies to reach and engage customers and to increase sales.
Reasons Why You Need to Market Effectively to Mobile Devices
- People are spending more time on mobile devices. According to KPCB, while the amount of time people spend on desktops in the U.S. remains relatively the same year over year, the time people spend on mobile devices is increasing with each passing year.
- Spending on mobile ads is forecasted to increase. A study by eMarketer shows that mobile ad expenditures as a percentage of total digital ad spending is expected to increase with each year with mobile ad spending to account for 60.4% of all digital advertising in 2016.
- Mobile ads perform better. A study by Business 2 Community shows that mobile phone ads perform better by 4 to 5 times that of other online ads.
- Search, then shop. Many people use mobile devices to perform a search. However, many of these same people go on to purchase a product or service shortly after. Those using mobile devices are often highly motivated shoppers. Placing your ads at this point of the decision-making process could prove to be lucrative.
How Does Mobile Advertising Work?
When you use enhanced Google AdWords campaigns, you can specify whether your ads will go to mobile devices. Similar to other digital ads, mobile ads can be text ads or image ads. There are two broad categories of ads: high-end mobile ads and WAP ads.
High-end mobile ads are directed to users with smartphones, that is, those with full browser capabilities that allow you to zoom in and out. The difference between regular online ads and mobile ads is that fewer ads can be displayed on a mobile device due to its smaller screen size.
WAP mobile ads are intended for users with so-called “feature phones” or essentially non-smart phones. The text ads are limited to two lines of text.
What You Need to Do to Make Your Business Mobile-Friendly
- Website needs to be mobile-friendly. The website experience for consumers should be consistent across all devices from desktop to mobile. This includes the look and feel as well as the level of interactivity. The expected rollout of Google’s Mobile First Index in 2017 will make this even more important.
- Consider developing an app. Since the majority of people today use apps on mobile devices rather than mobile websites, weighing the benefits and costs of developing an app should be a marketing priority.
- Do your research. A solid starting point is Google’s Consumer Barometer which allows you to create reports about internet usage worldwide. Here you can compare digital trends and compare data with easy-to-understand graphs.
With the promising data supporting the importance of marketing on mobile devices, make sure your team is poised to reach consumers on-the-go.
Send us a message today and let’s talk about how we can ensure your website and marketing strategy are optimized for the growth in mobile usage.
He got his start doing SEO at an enterprise level with a nationally recognized B2B company, leading their SEO, Social Media and web marketing initiatives. After spending a few years on his own working freelance for small to medium size businesses and agencies alike, he joined the Lead to Conversion team. He loves inbound marketing, cohesive, integrated campaigns and providing a direct impact to the businesses he works with.
Mark has a diverse background with diverse interests. When he’s not working, you’ll likely find Mark outside and on his bicycle. He also loves to cook, read and learn.