A recent study prepared by Google and Nielsen investigated the latest trends in mobile marketing, and the results indicate that the majority of users who participated make frequent use of mobile devices to search for products and services. There’s no question companies will need to optimize websites for mobile search, especially with smartphones becoming more advanced, and the popularity of tablets skyrocketing.
77% of All Mobile Searches Done At Work or Home
Users feel more comfortable making mobile marketing searches at home and work rather than using desktop PCs.
The proliferation and ubiquity of mobile marketing technology has made it simple for users to do practically anything on the go, ranging from shopping online to connecting with friends worldwide. Interestingly enough, it hasn’t been until recently that marketing professionals investigated the behaviour of television viewers when it comes to their mobile devices. As a result, advertisers are becoming more savvy in picking up that consumers are most likely using their mobile devices to research product information after watching commercials.
As advertisers become more creative online, certain channels provide better opportunities to reach targeted audiences. Over the past couple of years, not only has Twitter provided improved promoted products for marketing professionals, but the platform has also enhanced its presence on mobile devices via a very successful smartphone and tablet app design. However, the question remains: will Twitter’s mobile targeting provide positive results for advertisers?
The Experiment
Apple recently updated their mobile operating system to iOS 6 across all their mobile devices and the response was largely receptive except for one minor issue…their new Maps application. What used to be the best mobile application for users trying to go from one side of town to the other turned out to be a living nightmare for consumers after applying the latest update.
Getting rid of Google
Apple’s decision to develop their own maps application internally is a result of the long and bitter war the innovative tech company has launched against Google in recent years. With the Android platform dominating the smartphone market, Apple wanted to sever all ties with the aforementioned giant by removing the native Youtube and Google Maps apps. As a result, users updating their smartphones and tablets were in for quite a shock when they downloaded the latest software update.
Mobile marketing technology is becoming more sophisticated and gives brands new opportunities for pay-per-click advertising. It’s expected that mobile marketing will continue to become more prevalent as users move toward searching on the go rather than searching on desktop computers. A recent study prepared by Marin Software investigated the performance of paid search advertising on mobile and tablet devices in Q2 2012, and preliminary results indicate that PPC advertising campaigns may perform better on tablets and smartphones.
Paid search clicks on mobile marketing platforms increasing
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Over the first three months this year, Internet marketing advertising revenues have hit record highs totaling as much as $8.4 billion in Q1 2012 according to the IAB Internet Advertising Revenue Report. This meteoric rise in revenues can be attributed to the proliferation of technology: in particular, adoption rates for smartphones and tablets are skyrocketing. PPC advertising continues to be the driving force according to the Internet Advertising Revenue Report, whereas display advertising and mobile marketing provide effective alternatives.
PPC advertising still going strong
PPC advertising, otherwise known as search engine marketing, continues to be the largest advertising format in the digital environment, accounting for 47% of the $31.7 billion spent over the course of the 2011 calendar year. This number increased by 27% compared to the previous year and future trends indicate that this number will only continue to rise. Investing in PPC advertising on Google still remains the best method of generating immediate leads and sales in a competitive online environment.
Online Advertising continues to be an important piece of any budget due to its cost effectiveness compared to traditional marketing strategies and the widespread reach of the Internet. According to the most recent Global Digital Advertising update, digital advertising continues to make progress across all online channels, such as Search Engine Marketing, Mobile Advertising, and Social Media.
Search Engine Marketing Trends
The first quarter of 2012 reported a 16% increase on overall Search Engine Marketing expenditures compared to the first quarter of 2011 in the United States. Google continues to be the dominant search engine with regards to total spend and click market share. This trend extends to most International markets as Google has cemented itself as the leading platform for Pay-Per-Click Advertising. However, Bing is an emerging thorn in Google’s side, increasing their share of revenue from Online Paid Advertising over the past year.
How often do you search with Google or Bing on the go with your smartphone? It might be more often than you think as recent research done by Marin reported that Google earned $2.5 billion in revenue from mobile platforms in 2011. In fact, early estimates indicate that this number will grow exponentially to $20 billion by 2016. Evidently, the ubiquity of portable devices is making it easier for consumers to search for products and services anywhere in the world and marketing professionals need to embrace the technology before they get left behind.
Smartphone and Tablet Usage is on the Rise
By June 2013, it’s expected that over one billion mobile devices will be used globally, indicating that smartphone and tablet technology will dominate the market over the next couple of years. The rapid adoption of smartphones has made traditional ‘dumbphones’ obsolete due to the advanced features provided on the former, ranging from interactive apps to high-speed Internet access. Tablet usage has increased considerably because its relatively light weight and high-resolution screen provides consumers with an alternative to the desktop experience.
By Jonathan Berthold on