As we approach the end of 2011, we should take the time to reflect on this year’s marketing strategies, and set our goals for the New Year. It is time to evaluate your successes and see how you can get a strong start in 2012. Many marketers reaped the benefits of investing in mobile advertising in 2011. You should take a tip from these folks and start planning your mobile campaigns now, if you haven’t already.
Studies show that search queries coming from mobile devices have increased 500% over the past two years. These numbers show a huge opportunity for acquiring new business and expanding your presence across a new channel. This number is growing, and industries across the board are seeing an increase in activity. Make the most of your mobile advertising by targeting your AdWords accounts with specific campaigns for different mobile devices. Accessibility will give you a huge advantage, and optimization is key when reaching people on their mobile devices. Make sure that your ads are leading people to sites that are formatted for devices like the Apple Iphone or the Microsoft TouchPad. Advertisers who have taken time to create these mobile-targeted campaigns have seen an average 11.5% increase in click-through-rates.
Research has also shown that users with smartphones are much more likely to make a purchase if they are able to read reviews on their phone while shopping. That instant access to consumer feedback can really help sell your product, so make sure to reserve a space for that on your site. You can use AdWords local extensions to provide local information for shoppers who are out and about. This can lead people to your storefront when you include pertinent information like your address, telephone number and directions, thus improving sales.
Another important thing to remember about mobile users is that they are very devoted to those devices. In fact, 65% of tablet users say that they use them for an hour or more everyday. I have personally seen multiple advertisers take advantage of this in 2011 by offering mobile-specific discounts and offers. Let them know that you appreciate them by providing unique sales opportunities. Review your AdWords analytics for mobile traffic information, and create tablet specific campaigns to reach this high volume of mobile users.
You might be surprised just how important a mobile site experience can be to some people. A 2010 study from Luth Research says that more than 50% of people are more likely to make a purchase on a mobile-friendly site. This makes sense because the easier to use the site, the easier to foster a transaction. However, did you realize that if a consumer has a bad experience on your site, they are much more likely to visit a competitors’ mobile site? It’s true; according to Gomez research about 40% of people said they would flee to a direct competitor’s site if they had a lousy experience on yours. It pays to optimize, and you can get some great tips for prepping your mobile site by visiting howtogomo.com
One last thing to remember is that it’s an advertiser’s world out there. You may find this surprising, but some recent articles suggest that in the next couple of years more kids will be able to use a smart phone than tie their own shoes! Now they aren’t saying that kids are developing at a slower rate; what they are saying is there are a number of mobile sites and games out there that are easy enough for a toddler to use. Advertisers can take advantage of this now by creating user-friendly sites for people of all ages. There is no denying that tablets and smart phones are the future so start investing in the little ones now for maximum payout later on.
2012 is just around the corner, and technology is always on the rise. Stay on top of the game by reaching people on their mobile devices. Be willing to adapt to the times and you will succeed, with the help of tips like these. May you have a very happy, prosperous New Year.
Tags: mobile, mobile advertising
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on Tuesday, December 27th, 2011 at 2:09 pm and is filed under PPC Advertising.
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