Mobile Game Plan: Does Your Mobile Strategy Cover All the Bases?
by Amy Alexander
If you’re serious about growing your business, it’s impossible to ignore the importance of mobile marketing. Now more than ever, consumers use mobile devices to help them research and purchase products and services. Marketers need to carefully refine their mobile strategy in order to meet the needs of today’s mobile-enabled consumer.
Recent stats published by Google have confirmed this: In their 2015 Q3 earnings call, the search giant reported that for the first time in the company’s history, search traffic originating from mobile devices surpassed that of desktop, and from that time, mobile search volume has continued to represent more than half of all Google searches.
This seismic shift in the way users are browsing and transacting on the Web is dangerous to ignore. So, what can you do to keep your brand ahead of the curve? Here’s how to ensure your mobile strategy covers all the bases.
Mobile-Driven Consumer Behavior: Insights from a Google Survey
Google recently published an in-depth study that underscores how often consumers consult their smartphone to address daily needs. According to Google:
- 96% of users stated their smartphone was their device of choice when they wanted to know something, buy something, do something, or watch something
- 92% of users who researched a product or service on their phone followed through with a purchase within one day
- 76% of users conducting a local search visited a related nearby business within 24 hours of their search
So how can you use this information to help you develop your mobile strategy? Keep in mind that every search begins with a keyword, so utilizing pay-per-click (PPC) marketing to target keyword searches on mobile devices is a great start.
One recent success story highlighted by Google is that of Teleflora, an online flower delivery service. By optimizing their PPC campaign to focus on searches containing the phrase “near me,” they were able to triple their mobile traffic and boost their conversion rates by 14 percent. Incorporating geo-targeting or micro-proximity targeting into your mobile-focused PPC campaigns is a great way to capture the attention of potential buyers who are using their smartphones to search for location-specific products or services.
Key Mobile App Usage Statistics for Strategy Development
Below are some key mobile app usage statistics published by Kleiner Perkins Caufield & Byers:
- The average user in the U.S. spends 2.8 hours a day interacting with digital media on their mobile device
- The app category in which mobile users spend most of their time is Social Networking (represents 29% of users)
- The mobile app that Millennials use the most is Facebook (represents 21% of users)
- The 18-24 age group spends the most time per month using mobile apps, logging in 90.6 hours on smartphone apps and 34.7 hours on tablet apps
The above data points make it pretty clear that having a presence on mobile social networking apps is a necessity, and that Facebook’s advertising platform should be of particular interest to marketers who are looking to promote their brand to the broadest swath of mobile users.
Native Advertising for Mobile: A Key Strategy Component
Native advertising on mobile devices has exploded in recent months, due in large part to the very user-friendly look and feel of this innovative ad format. What sets native ads apart from traditional mobile banner advertising is that the ads are designed to integrate seamlessly with the surrounding content, creating a non-interruptive experience that allows for more fluid engagement with the user.
According to a report published by the Mobile Marketing Association:
- Users spent 40% more time interacting with native mobile ads than with traditional banner ads on mobile
- Average brand recall when using native ads is twice as high versus using traditional mobile ads
By incorporating native advertising solutions into your strategy, you create a high-value experience for mobile users that boosts brand awareness and increases conversions.
If developing a comprehensive mobile marketing strategy sounds like a tall order, that’s because it is. For this reason, it’s never a bad idea to enlist the help of industry professionals who know the business inside and out, and can provide the right solutions to grow your brand.
2060 Digital offers several mobile-specific products (e.g., PPC, expandable mobile ads, native mobile ads, micro proximity targeting, etc.) that can support clients in optimizing their mobile presence. Contact us today to see how we can help you expand your reach on mobile and grow your customer base using proven tools and strategies.