Posts Tagged ‘marketing’
This post is the final entry in our series of Top 5 Objectives for Investing in Mobile Web. We previously covered increasing engagement, customer satisfaction, appearing innovative and building loyalty.
Let’s face it, when all is said and done, making money is an integral part of business. And with the U.S. mobile market booming into the hundreds of millions of devices and billions in commerce and advertising dollars, what better way to generate some additional revenue than through these little smart devices at our fingertips 95% of the day?
It makes sense that over one-fourth of marketing decision makers selected revenue generation as an important part of their mobile strategy. But however important revenue generation is to your mobile strategy, I encourage you to go back and make sure you understand the first four objectives in this series. Customer engagement, satisfaction, innovation and loyalty are all catalysts toward increased revenue. Without a satisfied and loyal customer procured through proper engagement and innovative techniques, you can almost certainly kiss any hopes for increased mobile revenue goodbye.
In this post we’re going to take a look at how your mobile site can get you a slice of the mobile revenue pie. Read the rest of this entry »
Tips and How-to’s
It’s all too clear these days that a mobile optimized website is no longer a “want”, but a “need” for companies big and small. Last week, we introduced you to a set of statistics that outlined the top 5 objectives companies have while investing in mobile. Over half of the surveyed respondents included increasing customer engagement in their answers, making it the most common objective…not entirely surprising.
A marketer’s job is to increase, and maximize, their brands’ relationship with the customer — that’s Marketing 101. Mobile devices provide an always-on, always-connected channel to foster this relationship. Those that aren’t utilizing this powerful device are missing out on engaging with their customers in today’s hyper-connected consumer landscape.
UPDATE — Follow along as we walk through the series:
StatCounter recently revealed that mobile internet usage has doubled year over year since 2009—accounting for 8.5% of global access in January 2012. And that’s not including tablets! Following this Moore’s law-esque trajectory, we could be looking at more than a quarter of global internet usage coming from mobile devices by 2014.
Add this to the IDC’s prediction that, by 2015, there will be more mobile internet users than desktop users in the US and it’s quite obvious why today’s companies thinking “mobile first” are set to be future leaders.
With statistical backing like this, there is no doubt that all signs point to mobile marketing spend increasing this year. And it’s not just for the big guys either—small and mid-size businesses are finally beginning to understand that they too can realize a return on the mobile consumer revolution.
But what, specifically, are companies looking to accomplish with an increase in their mobile marketing dollars?
If you’re thinking about launching your first mobile marketing campaign or building your mobile website this year – you’re not being innovative. In fact, you are seriously lagging behind. Mobile use reached unseen levels over the last two months, with over 10% of all sales coming from mobile devices.
- 11% of sales came from mobile devices; up from 5.5% in 2010 (source)
- 14.6% of all retailer website traffic was initiated from mobile devices; up from 5.6% in 2010 (source)
- Black Friday sales from mobile reached 9.8%; up from 3.2% in 2010 (source)
- Cyber Monday sales from mobile reached 6.6%; up from 2.3% in 2010 (source)
- Christmas Day sales from mobile reached 14.4%; up from 5.3% in 2010 (source)
- PayPal reported a six-fold (511%) increase in the number of global customers shopping through PayPal mobile compared to Thanksgiving 2010 (source)
- Highly satisfied mobile shoppers reported that they were 54% more likely to consider the same company for a future similar purchase (source)
Recently, we’ve been having some internal discussion regarding SEO and how it affects mobile—or more importantly how mobile optimized sites affect SEO. The conversation originated after stumbling upon an intentionally provocative blog post from October of last year titled “Mobile SEO is a Myth” by Ryan Jones from Search Engine Journal. What really got our discussion juices flowing was not just the article itself, which takes an extreme stance on the triviality of mobile-optimized SEO, but the healthy debate in the comments section that follows. Although the article is a few months old, the topic is highly relevant (and increasingly so) and it’s a good time to take a fresh look at what really is going on with the mobile SEO landscape.
Merely looking at the article, it’s quite obvious opinions on mobile SEO are as diverse and polarized as a lot of developer’s perspectives on mobile web strategy in general. Opponents of mobile SEO, like Ryan, brush it off as either a buzzword with no deeper significance past boosting a sales pitch, or as a case of mistaken identity for localized search. But is this really the case? Or is this too simplistic of view on the impact that mobile devices can have on search results? We think the latter is likely the case and here’s why: