How would one get the concept for mobile marketing, allowing it to be actionable and profitable? Everyone is starting to be in the adoption curve for marketers, but it is growing steadily. It has reached a point wherein winners in their markets are to be decided.
Would one require mobile marketing stats? Here is the list:
1) Out of 6.8 billion people on the planet, 5.1 billion have a phone, as opposed to 4.2 billion that have a toothbrush.
2) It would require on average 90 minutes to respond to email and just about 90 seconds for responding to a text message. (CTIA.org 2011).
3) The percentage for mobile subscribers that have a Smartphone has gone from 31% in January 2011 increasing to 48% in January 2012 (Nielsen 2012)
4) In the 18-34 year old age group, 80% of those who acquired a phone for the past 3 months had acquired a Smartphone (Nielsen 2012).
5) 9 of 10 mobile searchers take action following a phone search (Google 2011)
6) 7 of 10 mobile searchers would enact within an hour.
7) Google has made a prediction that mobile search would go past desktop search at some point within or between 2014 and 2015.
Making an address of mobile PPC fundamentals, there have been core places spotted.
1) It would now be critical setting defined goals, such as lead generation, application download, buy now, phone call, and in-store visit.
2) Do not just assume similarities with desktop search.
3) Make an evaluation of websites and their landing pages for determination if they are mobile ready via testing on different devices plus browsers.
4) Also incorporate the mobile analytics. One should capture plus make a report on device plus browser information as well as behaviors associated with them for future assessments.
Wells has made a recommendation for setting up a different mobile campaign from desktop campaign and has made a note that Google AdWords is to syndicate on mobile to start (so you may wish to stop that from happening). More key pieces regarding mobile campaign developing:
1) One should make a bid for position 1 to 5 to end up on Page 1 for mobile results; however a lot searches would end up only on 1 to 3 ad messages for first page results.
2) Leverage the misspellings and make an emphasis for shorter keyword phrases.
3) Begin broad match to find different mobile keyword phrases and then utilize negative keywords plus phrase matches for optimization.
4) Make a geo-targeting and take advantage of awareness of location.
5) Place in Day-Parting as desktop search off-hours become mobile search for on-hours.
6) Make a selling of the click more than ever with the need for short ad copy for shorter attention spans.
7) Mobile searchers would be looking for instant gratification and would like to view one-click actions.
8) The most common action mobile would be a phone call.
Keep in mind that there are various differences between Smartphone and tablets. You would need to make site assets that have a tackling of both.
With these developments in SEO and PPC, you would like to remain on the top of your game. This is why you would need keyword research tools like KeywordSpy to give you accurate information on the keywords and ad copies that work for other sites, so that you could include them in your strategy.
Peter Zmijewski is the founder and CEO at KeywordSpy. His expert knowledge on Internet Marketing practices and techniques has earned him the title “Internet Marketing Guru“. He is also an innovator, investor and entrepreneur widely recognized by the top players in the industry.