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Mobile Marketing 101: Does Your Business Pass The Test?

Mobile Marketing 101: Does Your Business Pass The Test?

Mobile is already big and it’s about to get even bigger. The recent Search Engine Strategies conference was buzzing with talk of mobile marketing. And it’s no surprise.  If after hearing that mobile search has grown 400-500% in the last two years isn’t enough to convince you to pay attention, consider these additional stats shared in a session on Smart Mobile Marketing at SES:

  • About 15% of all searches are mobile.
  • Google has seen mobile search grow increase five-fold worldwide in the past 2 years, a rate of growth comparable to the early days of Google’s desktop search.
  • 3 billion queries per month are expected by 2012.
  • 1.6 billion global mobile internet users expected by 2014.
  • Mobile search is eventually expected to exceed desktop search.
  • Over half of mobile searchers purchase.
  • 37% to 40% are searching on their phones after seeing a different ad (tv, print, etc.).

The above statistics cannot be ignored.

Speakers Paul Cushman, Senior Director of Mobile Sales Strategy at Yahoo!, Michael Martin PMP, Senior SEO Strategist at Covario, and Jamie Wells, Director of Global Product Marketing – Mobile, Local and Commerce at Microsoft, did an excellent job of reminding marketers why mobile search is important. They also shared solid strategies for mobile marketing.

A few tips I’ll pass on:

  • If you haven’t already, claim and optimize your listing in Google Places and Bing Business Portal – duh!
  • Make your mobile landing page(s) touch friendly and easy to scroll. Make them simple, light, and formatted for smartphones.
  • Pages for smartphones and tablets can use the same URLs as those for desktops, but trigger a mobile CSS and JQuery for a properly formatted, “App Like” user experience.
  • Although mobile is the internet, only smaller, treat mobile search differently than PC. A mobile searcher can more closely be compared to a PPC searcher (in their lack of patience, and laser-like intent).

Finally, here’s a stat that surprised me: 55% of mobile searches take place in the home. It really IS convenient to grab my iPhone sitting next to me rather than pull out my laptop or sit at the desk in front my PC, but 55%? Really? Apparently a lot of people are co-browsing. When they see something interesting on TV, they use their mobile device to learn more. So, if you want to target people watching a specific program, send your ad out the moment it ends. You’ll have a better chance of getting their attention at that time.

Have mobile marketing tips to share? Using mobile in your internet marketing campaign? Tell us about it in the comments below.

Terri Stevens
Terri Stevens is an SEO specialist for Forthea. She loves to travel, especially aboard cruise ships (floating casinos!), and spends free time with family and enjoying the outdoors.


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